Find clients and sell your products in Malaysia

Finding clients abroad is always a challenge, and business development in Malaysia is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in Malaysia do this with their general sales pitch. However, if you don’t know the local regulations, pricing levels and your competition’s product, sales meetings may be difficult to conclude successfully.

How to sell your product or service in Malaysia?

Malaysia has a population of about 33 million as of 2023. Known for its diverse culture, Malaysia is a melting pot of Malay, Chinese, Indian, and indigenous cultures.

Malaysia’s economy, with a GDP per capita around $11,400 USD in 2023, is well-diversified. Major sectors include manufacturing, especially electronics and automotive; palm oil and rubber production; and services, including tourism and finance.

The country’s main imports include electronics, machinery, petroleum products, plastics, and vehicles, supporting its diversified economy.

Malaysian business culture

Malaysians are extremely polite and courteous in their dealings. They aim to create and maintain a sense of harmony among their business circles. Though they are not known to drive a hard bargain, Malaysian businessmen are experienced and intelligent. Price is an important point of negotiation and most Malaysians can spend time on this aspect before they arrive on the agreed amount.

It’s important to establish a personal bond before proceeding with any business with Malaysian counterparts. Favoured ice breaker topics include family, soccer, your impressions about their country and, of course information about yourself, your business and future plans.

Malaysia negotiation style

Given a rich history of trade since the ancient times, Malaysians can be astute business people. The following guidelines can help clinch deals in Malaysia:

Offer long-term advantages
Build strong relationships based on your reputation and personal rapport
Personal relationships and mutually known third parties can he helpful while negotiating
Cross-verify claims made by your prospective customers and vet all business inputs received before acting on the information
Respect elderly business persons
Be ready for slow decision making and provide relevant information patiently when asked for; Malaysians refer to a lot of information before deciding
Expect some bargaining and haggling before a deal is concluded

Who actually decides?

Business development abroad fails more often on the wrong contact than on the wrong product. Decide first whether you sell to end users, to a procurement department or through a partner: each asks for a different pitch and a different price level.

Expect to adapt three things per market. The language of your materials, your proof — local references count for more than global ones — and your price positioning against the local alternatives.

Do you need help in Malaysia?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding your first clients in Malaysia in three steps

Step 1

Define the target group

Describe the companies or consumers you want to reach, the budget they have and the problem you solve for them. Skip this and every later step costs more time.

Step 2

Build a list and approach

Collect 50 to 100 relevant companies, find the person who decides, and reach out in the local language by email, LinkedIn or telephone.

Step 3

Follow up and localise

Track what you hear back and sharpen the pitch on it. Add local proof: translated pages, references from the region and a local number or partner.

Find clients and sell your products in Malaysia