Entering a new market like Asia is a challenge—but one I’ve enjoyed navigating for over two decades. Success here isn’t just about having a great product. It’s about finding the right partner and building a relationship that works. Here’s what I’ve learned:

1️⃣ 𝗖𝗵𝗼𝗼𝘀𝗲 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 👍

Your partner needs more than just a good reputation. Look for a company with the right attitude:
• Ambitious, with a growth mindset.
• Strong technical and commercial skills.
• A dedicated person to champion your product (you’ll compete with other products in their portfolio).

2️⃣ 𝗠𝗮𝗸𝗲 𝗜𝘁 𝗪𝗼𝗿𝘁𝗵 𝗧𝗵𝗲𝗶𝗿 𝗪𝗵𝗶𝗹𝗲 🧧

To keep their focus, aim to contribute at least 10% of their revenue within a reasonable timeframe. But don’t stop there—make sure your partner is profitable too. Factor in their sales costs, the risks they take on (like payment defaults), extended payment terms, and whether they need to invest in stock. If the partnership works financially for them, they’ll prioritize your business.

3️⃣ S𝘂𝗽𝗽𝗼𝗿𝘁 𝗧𝗵𝗲𝗺 𝗥𝗲𝗹𝗲𝗻𝘁𝗹𝗲𝘀𝘀𝗹𝘆 🚀

Partners in Asia value speed and responsiveness. From inquiries to complaints, act fast and make it easy for them to sell your product. Provide:
• Thorough training for their team.
• Localized marketing materials (brochures, manuals, videos).
• Exhibition and event support.
Consistent, hands-on communication goes a long way in keeping your product top of mind.

4️⃣ 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗲 𝗚𝗼𝗮𝗹𝘀 𝗮𝗻𝗱 𝗦𝘁𝗮𝘆 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 🎯

Goals work best when they’re negotiated, not dictated. Agree on realistic sales targets and timelines. Then, set up regular review meetings with leadership on both sides. These meetings aren’t just for tracking progress—they’re a chance to show your commitment and adjust course where needed.

5️⃣ 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗠𝗮𝘁𝘁𝗲𝗿 𝗠𝗼𝗿𝗲 𝗶𝗻 𝗔𝘀𝗶𝗮 🤝

One of the biggest differences I’ve experienced is the importance of relationships. In Asia, your partner will treat you more like a friend, and this comes with expectations:
• Be open to sharing personal stories and building trust.
• Socialize together, whether it’s a meal or a local event.
• Exchange small gifts to show appreciation—while staying within your company’s governance rules.

Building trust takes time, but it’s the foundation of success here. When you invest in your partner’s growth and build a genuine relationship, the results are worth it.

📌 What do you value most when working with partners in new markets?

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Entering new markets in Asia requires the right partner—ambitious, skilled, and dedicated. Focus on mutual growth, fast support, clear goals, and strong relationships. Embrace the cultural importance of trust-building through personal connections