A practical guide for foreign manufacturers and B2B companies
How to find a U.S. distributor or sales rep
The short answer: Start by defining the job: what the partner must do, in which region and for which customers. Then look where your customers already buy, check fit and track record, and start with a limited territory, clear targets and a trial period. Your lawyer drafts the agreement; we help you find, choose and launch the partner.
How to find and start with the right partner
Decide: distributor or sales rep
- A distributor buys your product, holds stock, resells it and often services customers. Wide reach, less control over price and customer.
- An independent sales rep (manufacturers' rep) sells your product on commission alongside other non-competing lines. Your company sells, ships and invoices. Low fixed cost, more work for you.
Define the job
Write down the region, the customer types, the volume you expect, the support you will give (training, samples, materials, technical help) and what success looks like after six and twelve months.
Look where your customers already buy
Ask target customers which distributors and reps they work with. Walk the trade shows in your industry, look at who carries complementary products, and use industry associations, including rep associations, LinkedIn and local economic development organizations.
Check fit and track record
Look for complementary (not competing) product lines, real relationships with your target customers, technical ability, service capacity and references from the manufacturers they already represent.
Start small and measure
Begin with one region and a trial period, with clear targets, training, materials and regular reviews. Your lawyer drafts the agreement; on the business side, agree in advance on territory, targets, the trial period and how you will review results.
Common myths
- Myth: Give exclusivity for the whole U.S. to the first good partner. Large territories are hard for one partner to cover. Many companies start with one region and expand as results come in.
- Myth: Sign with whoever approaches you first. The partners who approach you are not always the ones your customers buy from. Start from your customers.
- Myth: Once signed, the partner will sell on their own. Distributors and reps sell what is easiest to sell. Training, materials, quick answers and joint visits make your product one of them.
Questions we hear
How long does it take to find the right distributor or rep?
It depends on the industry and the region. Plan for several months to identify, meet and start with the right partner, and longer before orders become steady.
Should we use a distributor or hire our own salesperson?
It depends on your product, margins, service needs and how much control you want. Many companies start with reps or a distributor and add their own people as sales grow.
How does Kay Group help?
We define the partner profile with you, find and screen candidates, set up meetings, support the launch with training and materials, and help you track results. Legal questions go to your lawyer.
More guides: How to start selling your product in the U.S. · Already operating in the U.S.? How to expand, relocate or improve your operation
More detail for your situation: technology companies · manufacturers
Kay Group does not provide legal, tax, immigration or regulatory advice. This is general information; make decisions in those areas with a qualified lawyer, accountant or advisor. We work alongside them. Updated November 13, 2026.