B2B sales
How to find medical distributors abroad
How to select markets, qualify medical distributors and move conversations towards a distribution agreement.
Choose the sales channel first
Clarify who buys and who uses your product before you start searching. A hospital supplier, first-aid reseller and workplace safety distributor have different buyers, portfolios and timelines. Pick one or two markets and define the channel to test.
Look for evidence of market coverage
Build a list from public catalogues, trade show exhibitors and profiles such as those on the Enterprise Europe Network. Record each candidate’s categories, stated customers, territory and support capabilities. Check for competing brands too: overlap may indicate experience or a contractual restriction.
Qualify before discussing exclusivity
Ask which customers the partner can reach, who would own the launch, how they handle stock and returns and what volumes they consider realistic. For medical devices, check the partner’s role with your regulatory lead: EU distributors and importers have specific responsibilities.
Agree on a next step you can verify
Agree on a sample, price list review or pilot proposal. Record the decision-maker, the next date and any open terms. Consider exclusivity after defining territory, volumes, duration and review criteria. The Reliance Medical B2B case shows how Storm X follows opportunities beyond the first conversation.