The European market still offers many opportunities for Italian companies looking to expand their international presence. Despite the stagnant European GDP, a large part of our export is directed here. Therefore, finding a sales agent in countries like Germany, France, and Spain can still be a winning strategy.
However, the process is more complex because there are fewer agents available. The market has changed significantly, and so have sales methods. Consider the role of e-commerce and the scale of organized large-scale distribution (GDO). In France, for example, the role of agents in the GDO (both in food and specialized sectors) has practically disappeared. You need to equip yourself with a “key account,” perhaps working part-time.
Here are some recommended methods to find this professional figure and how to best prepare to interest them in your product/company and collaborate effectively.
1. USE ONLINE PLATFORMS TO FIND AGENTS
There are several online platforms specialized in searching for sales agents, allowing you to post ads—paid—and search for agents with specific experience. Here are some of the most used platforms:
– Agents24: A European platform operating in 37 countries, specializing in connecting companies with qualified sales agents.
– Handelsvertreter.de and Stepstone: Platforms that operate in Germany.
– AgentCo.fr and Agent Commercial: French platforms specialized in searching for sales agents, supported by FNAC (National Federation of Commercial Agents).
– Searcha: The leading platform in Spain for finding multi-portfolio agents.
– In Spain, there are also Colegios Oficiales de Agentes, which can provide lists of agents specialized in your sector for each province. Some examples include Colegio Oficial de Agentes Comerciales de Madrid, Colegio Oficial de Agentes Comerciales de Barcelona, and Colegio Oficial de Agentes Comerciales de Valencia.
– AgentBase: Offers a wide range of sales agents, especially in the UK.
I have personally used some of these platforms, which are mostly paid. Others have been recommended to me by colleagues and friends residing abroad.
2. LEVERAGE LINKEDIN, XING, AND OTHER PROFESSIONAL SOCIAL NETWORKS
LinkedIn and Xing—the LinkedIn for German-speaking countries—are useful tools for finding sales agents. Using advanced search features, participating in discussion groups, and posting job ads are other effective methods. The latter are paid options.
3. ONLINE SEARCHES
Google searches, geolocated and with terms in the local language, such as “Handelsvertreter” or “Agent commercial,” can help you find local agents. It is important to search with the term in the country’s language, followed by the sector of interest: e.g., “Representaciones de muebles.” Using multiple terms can cover different linguistic and sectoral variations. Finally, search, for example, on www.google.es instead of .it when searching in Spain, and so on.
Another useful method is to visit the websites of companies that sell competing or complementary products to ours and see if they provide a list of their agents. While Italian companies rarely list them, German and Spanish companies often do.
I also personally use advanced tools like Matchplat, an artificial intelligence platform that allows you to identify sales agents in various countries using keywords.
4. COLLABORATE WITH EXPORT CONSULTANTS
Collaborating with export consultants—like myself—is another valuable path to follow. These professionals, specialized in specific sectors, can provide qualified contacts and valuable insights. Personally, I have extensive experience in the food mechanics, components, furniture, and textile sectors. Many years of experience in these sectors have allowed me to meet many agents. And like me, many of my colleagues, such as those belonging to the Export Strategist association of which I am a member.
5. PARTICIPATE IN TRADE SHOWS AND INDUSTRY EVENTS
Trade shows and industry events are excellent opportunities to meet potential agents face-to-face. Participating in these events allows you to contact new clients, observe market trends, but also to establish useful contacts with potential agents. It is advisable to also display a well-written and visible ad at your booth, which can attract interested agents.
Often, it is the clients with whom you have built some rapport who can refer you to good agents. And this scouting works well precisely during trade shows, as everyone is present: clients, agents, distributors, consultants, etc.
6. PREPARE CONVINCING ARGUMENTS
This last aspect is very important. In a context where agents are increasingly rare, it is essential to be convincing and have clear ideas when presenting yourself to an agent. The days when markets were growing, and there was room for everyone are over. Today, the available agents are few and often very selective. Therefore, it is essential to be well-prepared and know how to “sell” yourself to the agents as well. It is important to highlight the added value of the company and the specific benefits that the agent can gain by collaborating with us.
You must also be ready to discuss conditions and terms that align with local practices, avoiding imposing conditions that are not understood or accepted in the target markets. And, last but not least, be open to considering a fixed salary for the first period. Introducing a new company into such crowded markets takes a lot of time.
Finally, the first contact via email is fine, but it is the phone call and the in-person meeting where everything is at stake. And here, language proficiency is crucial.
CONCLUSIONS
Finding a sales agent in Europe requires a combination of traditional and modern strategies. The use of online platforms, participation in trade shows, collaboration with trade associations and export consultants, the use of professional social networks, and targeted Google searches are all effective methods. In a competitive market, it is crucial to prepare adequately to attract and convince qualified agents to collaborate.
For more details on expansion strategies and digital tools, I invite you to read my books “Exporting in 7 Steps” and “8 Digital Tools for SMEs.”
I would like to thank my colleagues Gerardo Serio and Dante Mannarino (France), Laura Tumiati and Andrea Fontana (Germany), and Michele Benetta (Spain), for the valuable advices they provided.