With the escalating trade war with the US, Canadian companies need to know how to sell products in foreign countries, and they need to know quickly as their very survival depends on it.  These companies need to find new market opportunities overseas, and they need to know how to penetrate those markets. 

As Ontario Chamber of Commerce CEO Daniel Tisch said in an interview with CBC news, “You’re already seeing Canadian businesses look for new partners in Europe, in Asia and Latin America, where we have trade agreements” .

New government trade agreements are one thing, but how does a company use them to drive sales?  International, commission based, Independent Sales Agents could be their answer.

Understanding the Role of Independent Sales Agents

Selling products in foreign countries can be a daunting task for any business. The complexities of navigating new markets, understanding local regulations, and establishing a customer base can be overwhelming.  However, leveraging independent sales agents can be a swift and effective strategy to introduce your products internationally and achieve rapid market penetration. This articleoutlines the steps and best practices to sell products in foreign markets quickly using independent sales agents.

Advantages of Using Sales Agents to Sell Products in Foreign Countries

Independent sales agents act as intermediaries between your business and potential customers in foreign markets. They are not employees of your company; rather, they work on a contractual basis, representing your products and services to their local clientele.  In other words, they operate autonomously, using their own networks and expertise to drive sales. Since independent sales agents typically work on a commission basis, they provide a cost-effective way to expand your reach in a foreign country without the overhead of establishing a physical presence.

This arrangement offers several advantages:

• Local Expertise: Independent sales agents possess in-depth knowledge of the local consumer behavior, culture, and business practices.  This is crucial for driving sales quickly.
• Established Networks and Contacts: These agents have existing relationships with local buyers and distributors, which can significantly shorten the time required to enter a new market.
• Cost Efficiency: Hiring independent agents reduces the need for significant upfront investment in infrastructure.  It also eliminates the need to hire full time sales personnel.

Steps to Selling Products in Foreign Countries Quickly

1. Search for Potential Sales Agents

Before you begin your search for independent sales agents, you need to identify the most promising countries where you can sell your products. Consider factors such as demand, competition, regulatory environment, and cultural preferences. 

For example, I recently corresponded with Hinchliffe Consultants Limited (HCL), a sales agent located in The United Kingdom. They have extensive international reach, including Europe, South East Asia, India, China, Scandinavia, South Africa, along with the Americas.

2. Select the Right Agents

Now that you have a list of potentials, choosing the right independent sales agents for your company is critical to your success. When evaluating them, look for agents with:

• Proven Track Record in Your Industry: Do they have experience and success in selling similar products or within your industry? For example, HCL that I mentioned earlier specializes in auto parts, capital equipment, medical equipment, tooling, and other manufcatured products. However if you produce agricultural products, they may not be the right fit for your company.
• Strong Local Connections: Are there established relationships with key stakeholders in your target market?
• The Right Service Offering: Are you looking for them to handle the complete sales process or just the business development side? Do you need assistance with digital marketing and logistics and product fullfillment?
• Alignment with Your Values: Do the agents understand and align with your brand values and business ethics?

3. Establish Clear Agreements

You and your sales agents need to be on the same page. So take the time to negotiate comprehensive agreements that outline the terms of engagement, commission structure, exclusivity, performance expectations, and reporting requirements. Ensure that both parties have a clear understanding of their roles and responsibilities. Examples of such agreements are included in our eBook, How To Find, Recruit & Manage Independent Sales Agents, as well as available as templates in our How to Find, Recruit & Manage Independent Sales Agents Sales Agent Tool Kits.

4. Provide Training and Support

Based on our research and years of involvement on both sides of the agent channel business, we have found that one of the most common reasons sales agent channels fail is lack of support. Therefore you need to equip your sales agents with the necessary tools and knowledge to effectively sell your products. This includes:

• Product Training: Detailed information about your products, including features, benefits, and competitive advantages.
• Marketing Materials: Brochures, catalogs, and digital assets that support the sales process.
• Sales Techniques: Guidance on effective sales strategies and techniques tailored to the local market.

5. Monitor Performance

It’s important to regularly review the performance of your sales agents to ensure they are meeting their targets. You also want to make sure they are contributing to your overall sales strategy. Implement a feedback loop to address any issues and provide ongoing support.

How to Sell Products in Foreign Countries – The Bottom Line

As the trading relationship with the United States continues to be unpredictable and untrustworthy, Canadian companies need to pivot to new foreign markets. Dennis Darby, CEO of Canadian Manufacturers and Exporters put it best when he said to CBC news, “We have to start thinking about how to go east-west again”.

Working with independent sales agent to sell products in foreign countries, and interprovincially for that matter, may be the best way to do that. By leveraging their local expertise, established networks, and market knowledge, businesses can quickly overcome the barriers of international expansion and achieve their true sales potential.

Aim Higher!

Susan A. Enns, B2B Sales Coach and Author
Schedule a free sales coaching strategy session with Susan here.

“… what I can tell anyone, is simply this – If you want to learn and understand sales, talk to Susan.”