ADN Performance
Agent, distributor or representative: which partner should you choose?
The choice depends on who invoices, holds stock, provides service and develops the customer relationship.
The choice depends on who invoices, holds stock, provides service and develops the customer relationship.
What to understand about the project
A distributor usually buys to resell. An agent or representative works within a different commercial and contractual structure. Targeted representation can provide feedback before establishing a lasting channel.
How to take action
List tasks first: prospecting, demonstrations, quotes, negotiation, delivery, assistance and reporting. Compare options by margin, brand control, learning speed and scope for development.
Point to watch
The contract’s legal classification and consequences need professional review. Commercial terminology does not replace analysis of the actual mandate.
Checklist
- List tasks.
- Assign responsibilities.
- Test the channel.
- Validate the contract.
- Review performance.
Sources and update
ADN Performance editorial analysis, updated on 23 September 2026. The publications below provide context; commercial and regulatory decisions remain project-specific.
To apply this approach to your company, see our page on commercial representation and tell us about your project.