For a lot of products working with a local sales agent or with a dedicated sales representative can be a good solution.
Especially if you have a customized product or service, or you want to work with a number of resellers in the country, an agent can be the one connecting these parties to your organization abroad.
Agents can be individuals, but I often recommend to work with established companies who already have a good network and where you are not dependent on just one person.
The Middle East’s population in 2024 is estimated to be approximately almost 500 million, with a growth rate between 1 and 2% per year. This region, extending from Western Asia into Egypt, comprises 17 countries and is known for its religious diversity, including the origins of Christianity, Judaism, and Islam.
The most important economies in the Middle East include Saudi Arabia, which relies heavily on oil exports, and the United Arab Emirates, known for its robust trade and finance sectors. Iran and Iraq also have significant oil reserves impacting their economic status. Turkey’s diverse economy spans textiles, agriculture, and industry, while Israel is known for its technology and innovation. Egypt’s economy is diverse, with agriculture, media, petroleum imports, and tourism playing key roles. These economies vary widely, from oil-dependent to more diversified economic structures.
Western companies have several business opportunities in the Middle East, including renewable energy projects, especially solar and wind power, due to the region’s climate. The technology sector, including fintech, e-commerce, and cybersecurity, offers growth potential driven by digital transformation. Infrastructure and construction, fueled by urbanization and mega projects, provide substantial investment avenues.
Additionally, healthcare and pharmaceuticals are expanding, with increasing demand for medical services and products. The tourism and hospitality industry also presents opportunities, leveraging the region’s rich cultural heritage and government initiatives to boost tourism.
Alfred Griffioen, founder of Exporteers
In the past 15 years me and my colleagues have approached hundreds of agents, distributors, importers and retailers worldwide for brand owners aiming to sell their products abroad. In 2012 a call was enough to get a meeting. Today, you first have to send your pitch — and then hope that someone will answer.
The distributors needed to reach your clients already work with your competitors. They have invested in marketing, stock and sales, and they are making money. Asking them to switch to you means asking them to start all over again.
My experience is that if you only send a website or product catalogue, answers are rare. Numbers make the difference. Show expected volumes, margins, sales effort and investment. Show that there is a business case for them, not just for you.
If you don’t want to work with agents, you can always set up a local office yourself or try to sell your product from abroad. This all depends on the product or service and the ease to reach the right buyers. Be careful with the contracts that you close with agents. In many countries their status is well protected and you can’t take their recurring income easily away from them.
I always put a lot of emphasis on drafting a good distributor pitch. Even if you already have great sales materials for your end-users, this often does not make clear what the benefits are for a potential agent, distributor or retailer to work with you.
When you approach potential sales channels with your standard documentation, chances are high that they are holding of. If you make it crystal clear what are the benefits for them, like in the example presentation, you will get a much higher response rate.
Please note that it helps to put concrete data in your presentation. You may think it is sensitive, but just know the secret is in how you achieve the rotation or the low returns level, not in the data itself. So share it here, in order to get the right attention.
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