“I need you to come over to Norway.”

I liked calls like that. If you haven’t been to Norway, do so if you get the chance. Be warned, it’s expensive, but that’s a part of what makes it an excellent market for many exporters.

I’d only appointed my distributor a few months previously. He knew his market well and was making significant progress in introducing our products. I didn’t understand why he needed me, but I trusted him. I knew my boss wouldn’t be happy. “Why are we using him if he needs to come running back to us?” he’d ask.

But I went anyway. Norway’s a beautiful country, but we saw little except motorways, provincial towns and industrial estates this time. My distributor drove and took me to visit businesses, most of whom he knew well. They were medical product manufacturers and used rather large quantities of material of the type we supplied.

Meetings tended to follow a similar pattern. I was introduced, demonstrated the key features of our products, stressed their unique qualities and asked them about their needs. Most of the meetings were in English; sometimes, somebody acted spontaneously as an interpreter. All the meetings were friendly and upbeat, with clear buying signals.

The trip lasted two or three days, covering hundreds of miles around southern and central Norway. Finally, it was time to go home, and my distributor drove me to the airport.

“It’s always good to see you,” I said. “But I still don’t understand why you needed me. I didn’t tell them anything that you didn’t know.”

“I know that”, he replied. “But they needed to hear it from you. The fact that you came meant a lot; now they’ll take me more seriously.”

He was right. We won some excellent business. Not from everyone we met, but enough to briefly make Norway our best European market until Germany caught up again a few months later.

More importantly, it was a valuable lesson in working with a distributor. He showed me a great deal of trust by introducing me to his customers. Some distributors or agents would have feared that I would cut him out and go direct, but we had already developed a relationship of trust. And there are times when a little support can go a long way.

Looking back, however, I would still have done things differently. I wouldn’t have waited for my distributor to call. I’d have been feeding him ideas and listening to what he thought and what he was doing. It’s good to have a proactive representative who goes looking for opportunities, but as an exporting company, we need to do the same. Sometimes I’ve spoken to an export manager who says, “Oh, I don’t know what my agent/distributor in (insert country name) is doing; I haven’t heard from them in ages.” My response is, “Well, what are YOU doing? Why haven’t you been in contact with them?” Never, ever lose sight of the fact that YOU are in the driving seat; it’s your job to motivate them to go out and sell for you. And if your help is needed, whatever the reason, do whatever you can.

I learned long ago that managing and motivating agents and distributors is one of the most challenging jobs in any management. For one thing, the people you’re trying to address are hundreds or thousands of miles away, and you only see them occasionally. For another, when it comes to distributors, you don’t even pay them. They buy from you. So, it’s unsurprising that keeping those representatives happy is a demanding and constant job.

It's often said that the right choice of agent, distributor or some other form of local representation is the most significant success factor in exporting. I think that’s half right. The other half is getting the best out of them. I am inclined to support as much as possible, go the extra mile when the opportunity arises, and always have high expectations. Every distributor and agent is different so different techniques will be called for. But don’t neglect them. They’re your eyes, ears, and mouth in that market. If you haven’t heard from a distributor or agent, pick up the phone and talk.

Strong and Herd are introducing a brand-new course for aspiring exporters. The Export Journey is an intense and interactive one-day event held for the first time in Manchester on 16^th March. It covers all aspects of researching opportunities, creating an export plan and delivering it, building winning relationships, and comprising teaching, case studies and group work. This unique event will benefit newcomers and seasoned exporters who want to boost their international sales.