Find sales agents or sales representatives in Australia

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.

Set up your sales force in Australia

Australia is a major global player in various sectors and has a population of about 26 million.

Australia’s economy, with a GDP per capita of approximately $55,000 USD in 2023, is driven by mining (coal, iron ore, gold), agriculture, and a robust service sector. It is also a significant exporter of natural resources.

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

Australian business etiquette

In Australia, business is done in an open and friendly manner with a touch of informality. The following simple guidelines will help:

Meet your prospects with prior appointment, giving them sufficient notice of about a week
Do not speak about your position or try to pull rank; this is a sure ‘turn-off’ in Australia
Greet with a handshake and a smile; be yourself
An Australian might typically address you as ‘G’day mate’; don’t take this as a casual greeting, it is common custom there
Begin with some small talk
Table manners are important in Australia
Gifts are best avoided in initial meetings

Agent, local office or distance selling?

An agent sells in your name for a commission and has limited room to negotiate. A local office gives you full control, but costs staff and facilities. Distance selling works when your product can be delivered and serviced from abroad.

Be careful with agent contracts. In many countries agents are well protected by law, and ending the relationship can mean compensating the income you take away. Agree territory, targets, commission and termination before you start.

Do you need help in Australia?

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 a sales agent in Australia in three steps

Step 1

Describe the role

Decide what the agent does: generate leads only, or close deals and handle after-sales too. Set the territory, the type of customer and the commission.

Step 2

Find and screen

Prefer an established agency over a single individual. Check which brands they carry, whether those compete with you, and ask two of their clients for a reference.

Step 3

Contract and manage

Put targets, reporting, commission and termination in writing, and plan regular contact. An agent who hears nothing from you sells nothing for you.