Find sales agents or sales representatives in Spain

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 Spain

Spain is a vibrant and diverse market where you have good chances of introducing a new product. As of the latest data, Spain has a population of approximately 47 million people. According to the World Bank, Spain’s GDP per capita was about $30,370 in USD as of the last reporting year.

WHAT DO YOU NEED TO KNOW ABOUT SPANISH BUSINESS CULTURE?

The business culture in Spain is generally relaxed. Spaniards value trusting relationships. While they may greet one another by kissing on the cheeks, you do not need to do so in business meetings. A handshake is more recommendable. Being great conversationalists, they will ask you about your background and personal life. Your honesty will gain trust and be a foundation for your business relationships. It is advisable to stay humble and non-confrontational.

WHAT ARE NEGOTIATION TACTICS IN SPAIN?

Do not be surprised if meetings do not follow the agenda.
If you want to discuss your business over a meal, you need to inform your counterparts in advance. Do take notes that in Spain, meal time is meant to relax and not to close deals. The one who invites will be the one to pay the bill.
Presentations can go at length.
The way you dress while doing business is important.
Personal networks are essential in this country. It will be beneficial if you have a local representative with an extended network.
Negotiations should only begin after you have already established the relationships.
Final decisions depend on people with senior positions in the company.

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 Spain?

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 Spain 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.