Among other components a Distributors Marketing Plan should
specify product range, target market segments, geographical
coverage, sales channels and target groups, pricing and positioning
as well as an overview of the promotional strategy ¨C in other
words how the distribution partner intends to successfully market
your products and services.
Based on that, the parties
should arrive at mutually agreed upon S.M.A.R.T. targets.
Do not push for overly ambitious ones unless you have clear,
reliable information about the targeted market and its true
potential. In negotiating you need to show potential partners
that you have alternatives and use the facts gained in the
due diligence to discuss the terms conditions. Be clear on
your strategy and overall market and sales expectations. Good
personal relations with potential distribution partners in
Asia are essential. A contract is needed if things go wrong
but in many cases the parties should aim for a "mutually
beneficial agreement" consisting of agreed targets, prices,
payment terms etc.