Finding distributors

Building a first list of distributors, by hand and in a sensible order.

If you sell a product through partners, the first useful artefact is a short, structured list of companies that already sell adjacent goods to the customers you want. You can build one yourself with public material. This guide covers where such companies leave traces, which facts to record, and which tests to apply before anyone is contacted.

Adjacent sellersRecord fieldsScreening testsHandover
The decision question

Which companies already reach your target customers with products like yours?

A distributor's value lies in its existing customers and its handling of products near yours. So search by customer and adjacency, not by the word 'distributor'. Start from who sells goods that your buyer also buys, then look at how they present their range.

Resist counting names. A short list of well-described candidates is more useful than a long list of addresses.

Fields to record for each candidate

Fields to record for each candidate

What they sell and to whom

Brands carried, product families, customer types named.

Where they operate

Regions or channels stated, with the source.

Size signals

Staff, sites or exhibitor presence, labelled as signals rather than facts.

Conflicts

Competing lines already carried, which affects interest and exclusivity discussions.

Evidence quality

The source and date for each field, so a statement of theirs can be told from one seen elsewhere.

Screening tests before contact

Screening tests before contact

Fit

Does the range sit next to yours rather than on top of it?

Consistency

Do site, listings and register entry tell the same story?

Capacity to serve

Is there evidence of sales or technical staff for your kind of product?

Where an outside search helps

Where an outside search helps

A defined target market

LATYNEX's partner search returns a shortlist with evidence of what each candidate sells and to whom, plus a source log.

Step by step

Where to look, in order

01

Competitors' and adjacent makers' partner or where-to-buy pages

These show who already carries comparable goods.

02

Exhibitor and member lists

Trade fair catalogues and trade association pages list companies by sector. The fair-list guide covers their limits.

03

Listings and marketplaces

Useful for scale and category signals; read them sceptically.

04

Company registers

To confirm a name, a legal form and an activity description.

05

The candidate's own site

Range, customer types, brands carried, regions served.

Good to know

What this is, and isn't

Research reports what can be established from public and provided sources. It is not a guarantee about a counterparty's future conduct and not legal advice.

FAQ

Frequently asked questions

Should I contact candidates directly?+

That is for you to decide. The research output ends at the shortlist.

Is a large distributor always better?+

Not necessarily; a large one may give your product little attention. Fit matters more than size.

What about exclusivity?+

That is a contractual matter and belongs with your legal adviser.

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Know the counterparty before you commit.

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