How you present yourself in a new market is critical. You’ve done the research, you know there’s a profitable international market opportunity, now you need to either be on the ground selling there or find the right partner to represent your business. You’ll want to get this right. Your partner will be an extension of your business. They’ll be your brand, and they hold your success in their hands.

Invest time and resources getting the relationship right. Trust us - the short-term pain and cost now will deliver you long-term gain. Many small New Zealand businesses sign up with the first distributor that shows interest in them without going through the process of qualifying them first. More often than not, this leads to lost time, no increase in sales, and money wasted. Get it right, select the right distribution and channel partner and you’ll be good to grow.

"They are representing your interests within that country; they’re holding your hopes and dreams of growing your business and achieving more volume within that country so that partnership and finding that right distributor is really important." James McLeod, Made4Baby.

Understanding your channel partner options

This Export Essentials guide takes you through the key elements of understanding your channel partner options. You’ll find information on:

  • Types of channel partners and how each relationship works
  • Tips for choosing a distributor
  • The information your potential channel partner will need from you
  • Selecting and qualifying a channel partner
  • How to conduct due diligence

Download our free guide on this page to read more.

Watch this three-minute video of Paul Dibbayawan, NZTE Beachhead Advisor and James McLeod, Made4Baby sharing their tips on selecting and working with a channel partner to help your business grow in new markets.

Read the video transcript

If you want to learn more about how to select and qualify the right in-market partner for your business, register now for the next Export Essentials Workshop. We’ll give you practical tools and techniques to take your business global.

Exporter guide

  • Download our guide to understanding your channel partner options
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  • I want to find an in-market distributor for my business
    NZTE doesn’t maintain lists of distributors for specific products and markets. We encourage companies to do as much of the initial search process as they can for themselves, while bringing in professional help where needed.

    You’ll find useful information on researching, finding and selecting the right distributor for you in our Export Essentials guide to understanding your channel partner options.
  • I want to find out about trade shows or events overseas
    If you’re looking for key trade shows in a particular market, you’ll find a lot of information about trade shows and events through online searches. There are several good online directories of international shows. We suggest 10times, EventsEye and Trade Show News Network (TSNN) as possible starting points.

    It’s a good idea to also look up local or national trade promotion organisations in your target market. Many of them have online calendars of major events and shows.

    Get in touch with any business councils or trade associations within New Zealand that deal with your target market, as they may have knowledge of good shows to attend (or ones to avoid). 

    Don’t overlook learning from other New Zealand companies - ask around within your networks for others who are targeting the same market and get their impressions on shows they have attended or visited before.

    If you’ve found a trade show overseas that looks right for your business, you can also contact us to ask if there’s an official New Zealand stand or pavilion planned, or to get insights from NZTE staff and other companies’ experiences in previous years.
  • I'm visiting my market. How can NZTE help me?

    If you’re an NZTE customer, please get in touch with your Customer Manager to discuss your plans and possible areas of assistance. If you don’t have a Customer Manager, contact our Advisor Team for more information.

Export Essentials workshops

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