Distributor management Middle East
After identifying and selecting a Middle East medical device distributor (or distributors), managing the local partner is the next challenge.
Make sure you continue to invest and stay engaged in the relationship with your partner.
Building and maintaining a good relationship is vital in this part of the world. In most Middle East countries, there is no strict line drawn between personal and professional lives. Personal relationships, family ties, trust and honor are important values. It’s essential to meet the business partner in person, understand the local business culture and develop a mutual relationship.
Create a win-win working relationship where there is a real incentive for the distributor to deliver on targets set (e.g. launching new products, increasing distribution coverage, implementing marketing plans).
Some learnings from managing distributors in the Middle East:
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Set clear goals, agreed by both parties. Outline clear goals on an annual basis; if not reached without good reason, don’t hesitate to replace the distributor when there are better options at hand;
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Establish proper reporting systems and have the Middle East medical distributor share relevant market data based on which decisions can be made. Partners seem to perform better when they know they will soon have to report on progress made. Regular calls and visits also allow you to find out what marketing promotions are being done and keep you updated on progress made. Your dedication to the market will be rewarded;
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Have regular contact to get informed on market developments and educate and train on products (functionality and features, competitive offering) and branding. This will add to a transparent relationship and improve mutual understanding;
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Acknowledge that the business culture is relatively conservative. One example is to use formal titles (especially when addressing a person, you haven’t met before);
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Business has a strong personal element. Relationship building will play an important role in meetings;
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The spoken word is very important. A written agreement is often needed but more value is placed on what has been verbally stated
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Respect religious customs and traditions. Be aware that during Ramadan and Islamic feast periods business happens at a lower pace. Feedback might take longer than expected and face-to-face business meetings might be better scheduled outside of these periods.
