Start with customer overlap
Ask which customer types the distributor currently serves, which applications are relevant, and how the proposed product would enter its sales process. Request concrete examples that can be shared appropriately. A large geographic footprint does not establish that the right buyers are reachable.
Understand the sales incentive
Explore why the partner would devote attention to the product. Discuss competing lines, sales effort, training requirements, order size, reorder potential, and service obligations. If the product requires substantial education, establish who funds and performs that work.
Test the operating model
Ask who handles demonstrations, storage, shipment, installation where applicable, warranty questions, replacements, and technical escalation. Confirm what support the manufacturer must supply. The commercial margin should be evaluated alongside the actual work required to serve an account.
Request an initial account plan
A focused plan should identify target customer types, the initial offer, enablement needs, activities, reporting, and a review date. Distinguish proposed accounts from active customers and active customers from commitments to buy your product. Do not present a partner's general customer list as your own pipeline.
Define questions for the agreement
Prepare topics for qualified legal review: territory, products, account ownership, competing activities, reporting, support, duration, performance conditions, and what happens when the relationship ends. This commercial checklist does not determine the appropriate legal wording or structure.
Use evidence at the review point
Review substantive account activity, buyer feedback, quotation quality, support performance, and economics. Discuss gaps early. Expansion or exclusivity should be evaluated against the agreed evidence rather than assumed from the size or reputation of the distributor.
Put the guide to work
Use these questions as a working discussion document. Record your answers, supporting evidence, and unresolved items before deciding what help you need. For a product-specific discussion, explore U.S. distribution channel development or submit a nonconfidential introduction.