1,5 min read –
How to seduce good local partners –
Yes, you must convince them –
Not the other way around –
The most common mistake we see exporters make when searching for a local partner is :
➡️ assuming that candidates will line up, queue, and ‘beg’ to become their agent.
In some countries, that may have been true 20 years ago.
Today, the reality is different: as the principal, you need to win over your local partner, not the other way around.
We refer to this as the Partner Value Proposition or pitch.
It’s not just a copy of your corporate presentation.
It’s a clear document that explains why it benefits the agent to become your partner.
Your pitch should include, for example:
✅ Overview of your company, products, and solutions, with clear benefits.
✅ Insights on competitors to show you’ve done your homework.
✅Business model and estimated early revenue for the agent.
✅Marketing and sales support you are ready to provide.
✅References or sales in other countries (ideally nearby).
✅Which products or solutions you want to push first.
✅Your brand strengths and differentiating factors.
✅Why you want to enter this market.
✅Your preferred market positioning.
✅After-sales service approach.
✅Suggested next step.
The Partner Value Proposition is just as valuable for you.
Writing it forces you to start your own “go/no-go” process.
If you feel the target market is right for you but you lack the time or resources to build an export strategy, validate the go/no-go decision, or craft the agent value proposition, call us. We’ll do it with you ➡️ go ✅ .
If you find that you lack strong differentiating factors while competitors already control 90% of the market, your chances of success are slim. In such cases, it may be wiser to focus on another market ➡️ no go ⛔ .
Remember: your local agent is your first customer. Treat him like a star.
We are CINTASIA. We help you succeed in Indonesia, specializing in technology and industrial equipment.
PS1: If you enjoyed this article, check out our blog for more. We have published 140+ other articles. click here
PS2: For another article about the Principal-Agent issue, check this one out: article
Picture: Tex Avery,1943
Credit and text original idea: Alfred Griffioen 🌏 Exporteers
Cintasia is Exporteers’ partner for Indonesia.