Find sales agents or sales representatives in Saudi Arabia

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 Saudi Arabia

Saudi Arabia, the largest country in the Middle East, has a population of about 35 million as of 2023. It is the world’s largest oil exporter, deeply influencing its culture, economy, and politics.

With a high GDP per capita of approximately $23,000 USD in 2023, Saudi Arabia’s economy is heavily dependent on oil, which accounts for most of its export earnings and government revenues. The country is diversifying its economy, with significant investments in sectors like tourism, entertainment, and technology.

Saudi Arabia business culture and etiquette

Saudi Arabian businessmen are hospitable. They spend time and effort over making outsiders feel comfortable in their country. They may appear lavish and showy but that’s their way. Saudis are gentle people who avoid conflict. In case any disagreements in business arise, these are resolved by intermediaries or middlemen. They are knowledgeable, especially about their country and their particular line of business. It’s usually a profession that’s passed down through the generations, one that they are proud of.

The principal language of Saudi Arabia is Arabic but most of its business people are well versed with English. Here, the working week takes a break on Thursday and Friday with Friday being a holy day.

A local sponsor or wakeel will be required to arrange your appointments and acquaint you. Build a level of trust before you engage in business talk with your Saudi counterparts. Make general small talk about the country, family etc, but refrain from enquiring about a Saudi’s wife! Dress well and present yourself in an impressive manner to the Saudi Arabians as they will judge you on appearances. Also, women are usually not included in any negotiation processes.

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 Saudi Arabia?

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 Saudi Arabia 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.