Starting with Nothing
Every distribution network starts with zero partners. The challenge is not just finding people who will sell your product but finding the right people and giving them what they need to succeed. Building distribution is a process that rewards patience, consistency, and a genuine commitment to partner success.
Identify Your Ideal Partner Profile
Just as you define your ideal customer, define your ideal distribution partner. What industries do they operate in? What is their sales style? Do they prefer transactional deals or consultative sales? Understanding this helps you target the right agents and avoid wasting time on partnerships that will not produce results.
Where to Find Partners
Look for partners at industry events, through professional associations, and on platforms designed to connect product companies with sales agents. Zepys was built for exactly this purpose. It provides a marketplace where companies can list their products and connect with agents who are actively looking for new offerings to represent.
Making Your Product Partner Ready
Before recruiting agents, ensure your product is easy to sell. This means clear pricing, compelling sales materials, a straightforward onboarding process, and responsive support. Agents will prioritise products that make their job easier. If your product requires extensive technical knowledge to sell, create training materials that get agents up to speed quickly.
The First Five Partners
Your first five partners will teach you more than any business plan ever could. Recruit them personally, invest time in their onboarding, and gather detailed feedback on what works and what does not. Use this learning to refine your partner programme before scaling recruitment.
Scaling Your Network
Once you have a proven model with your initial partners, scaling becomes a matter of execution. Create systems for partner recruitment, onboarding, enablement, and performance tracking. The companies that build the strongest distribution networks are those that treat their partners as an extension of their own team rather than an afterthought.