From time to time I ask myself the question: what would I do if I had to start everything from scratch. And I always answer unequivocally: I would become a regional representative of one or several firms. In my opinion, this is The best way start your own business, acquire the necessary skills and abilities at the expense of the parent organization and accumulate and, most importantly, acquire a credibility from your partners.

For work in this area, the present moment is the most favorable, many advertising magazines and newspapers are filled with advertisements like “we are looking for a regional representative”, and large companies and enterprises dream of finding an intelligent representative in the regions, so this one will primarily be of interest to people living in large, but provincial cities. Although, depending on the type of product and the parent organization, this idea can be used both for the capital and for small towns.

The principle is that the more people need this product, the more sales can be made even in a small town (for example, medicines and food are needed everywhere, but planes are unlikely to be a big success).

A bit of theory. What is the essence of agency work (a regional representative, in another language, is a commercial agent of a company, one or more). The agent, on behalf and on behalf of the company that hired him, sells the goods assigned to him, in the territory assigned to him, for a commission.

What are the options for organizing work and, accordingly, an agency agreement:

• Work for a commission agreement plus a fixed salary. Getting such an offer is much more difficult than a job just for a commission. in this case, he wants to be sure that the selected representative is really capable of solving the tasks facing him. But this is an ideal option for starting a business, you can learn how to work with a minimum but guaranteed salary.


• Work on commission only. The advantage is that you have a freer mode of operation, you are not required to report on your every step to the parent organization, which usually puts forward one condition - to ensure a certain volume of sales in a fixed territory. As a rule, it is much easier to conclude an agreement on such conditions, the commission rate, and therefore the opportunity to earn, is higher. The disadvantage is that there is more risk, it is not known how sales will go, you can work out for nothing. Recommendation: conclude several agency agreements with different companies, which will reduce the risk, one will not be sold, another will be sold.


• Warehouse agent. This agreement is concluded, as a rule, with an already well-established regional representative. Usually, sales are conducted on behalf of the seller, and, accordingly, the delivery of goods is carried out from the seller's warehouse, which slightly increases the delivery time. True, for wholesale deliveries and when selling expensive equipment, this does not matter much. The presence of a warehouse allows you to sell here and now, which is beneficial for some types of goods sold both wholesale and retail (for example, power tools).

One of the main terms of the agreement that the agent must put forward with his parent company is a partial or full exclusivity. The fact is that when you start promoting a product, a situation often arises when the company to which you offer it tries to turn over your head to the parent company, and often under a different name, for example, hoping to get more low price. In addition, by doing your work, you thereby advertise the proposed product, information about which may become known to others. potential consumers, but it's still your job, thanks to your efforts, the product is promoted to the market.

What is full and partial exclusivity:

• full exclusive provides that you receive a commission for all sales in the territory assigned to you, regardless of whether they were carried out with or without your direct participation,


• partial exclusive assumes that you receive a commission on all sales in your assigned territory, excluding sales on ... or through ...

Partial exclusive, as a rule, assumes that the company already has one or more dealers in your area.

It is best to deal with companies with foreign participation. Our enterprises are not so accustomed to agency work, so they can be expected to partially or completely default on their obligations. Foreigners, on the other hand, are well acquainted with this form of sales organization, and in some countries, such as, for example, in Italy, it is very common.

It is best to start your work with firms that provide some initial training, both commercial and related to the specifics of the product, otherwise, you may develop a strong dislike for agency work.

Basic steps:

• Choose a more or less familiar sector of activity, that is, if you are a mechanic, or previously engaged in industrial equipment by the nature of your activity, then you should hardly sell flowers (unless, of course, this is not your hobby, in which you understand better than its main activity).


• Find firms operating in this sector and offer them your services. The source of information can be the Internet, reference publications, industry directories.


• Decide on the range of goods that you intend to sell, for example, you have found a company selling lifts for car service, in this case it makes sense to also offer (that is, find sellers or manufacturers) other car service equipment: compressors, tire changers and balancing stands, compressors, and so on.


• Conclude agreements with firms, it can be both written and oral agreements. Any company is interested in a good regional representative, so they are unlikely to “throw” you, and if they really want to, then written agreements will not help either, there are many workarounds, for example, selling on behalf of another legal entity.


• The study of the product, both from a technical and commercial (product advantage) point of view.


• Getting started, making phone calls, making appointments, conducting negotiations and presentations.

What you need to get started:

• phone, computer with printer and fax modem - this is a must,


• a small office, it is unlikely to cost more than $50 a month, and a secretary who will answer the phone in your absence is desirable, although you can do without it at first with the appropriate ingenuity. That is, the cost to get started is minimal.

Who is a dealer. Why becoming a dealer is a great start for aspiring entrepreneurs. Is it possible to become a dealer without investment. Where to look for employers.

Dealer is a natural or legal person carrying out retail goods purchased in bulk from a manufacturer or distributor. Selling a finished product is the most common business in the world. He demands small investments, usually paying off in short time. Many successful businessmen today with large capitals began by representing the interests of another big company. Therefore, aspiring entrepreneurs are wondering what needs to be done to become a dealer.

What to do to become a dealer

It's not that hard to get started. If you decide to try yourself in this area, answer the questions:

• What product will you be selling?
• Where will you get this product?
• What trading method will you use to sell the product (sales outlet on the market, pavilion, warehouse, online store)?
• How much money are you willing and able to invest?
• Who will you be selling my product to?
• What form of cooperation with a manufacturer or supplier are you interested in?

After you have roughly decided on the product, the form of cooperation with the employing company and the method of implementation, you can start looking for a company that suits your wishes.

Finding an employer

Companies are interested in selling their goods through dealers, as this takes less money and resources than creating their own retail network. There are many proposals for cooperation, so in most cases there are no problems with finding and choosing a company-employer. It is more difficult to convince company representatives that it is you who will sell their goods. Often the company producing the product has a list already ready requirements to your dealer. They include having experience in successfully selling various products in retail chains. However, if you are convincing at the interview and show yourself as an adequate partner, then, quite possibly, your candidacy will suit the manufacturer.

Moreover, not all companies choose their dealers. Many manufacturers sell a trial batch of goods to everyone, and the better the dealer sells units of goods, the more discounts and bonuses he receives.

Registering activities

In order to carry out trading activity must be registered with the tax authorities. Most start-up entrepreneurs register as individual entrepreneurs, as it is easier. However, it should be remembered that both the registration of an individual entrepreneur and the registration of a legal entity have their advantages and disadvantages. To summarize, then individual(IP) is personally liable for its debt obligations with personal property, and also cannot share a share in the business with its partner. There are much more requirements for a legal entity (for example, the presence of an authorized capital, a complex system for withdrawing profits, etc.), but at the same time they are taken more seriously and cooperate more willingly. In addition, when creating a legal entity, you can divide the shares of the business between partners.

If you want to be a dealer, the business registration form must be discussed with the partner. But in most cases, you will be enough to issue an IP.

Dealer certificate - a document that confirms your right to sell products of a certain manufacturer, and also serves as a quality guarantee from the supplier company for the end user

We are looking for customers for the sale of goods

The most important part of any business is the customers. Therefore, finding and attracting buyers should be given a lot of attention. If you are selling goods from a promoted manufacturer, then for successful sales it is important to choose a good location for a store or properly set up SEO when it comes to online sales. If the product is not so famous, then it is worth investing in its promotion. Therefore, immediately ask yourself the question: can I convince the buyer that he needs the product? How will I do it?

Many successful small reselling businesses started with the fact that the entrepreneur had customers. My friend has her own orthopedic pillow store. She started her business not by searching for suppliers, not by registering an individual entrepreneur, and not by opening a store. She made a joint purchase for her large family at a wholesale price from a warehouse, but in the end, due to the move, she was forced to sell pillows. The price in the advertisement for the sale of a friend wrote not wholesale, but retail. The pillows sold surprisingly quickly, and she was glad that she got rid of them so easily and even at a profit. As a result, they began to recommend her to friends as a person from whom you can buy high-quality pillows, calls and messages rained down on her. After that, she decided to buy another batch of pillows for sale, and about six months later she opened her own retail warehouse store.

Warehouse store is a fairly common business format for novice dealers.

How much money to invest

Dealers, especially beginners, often wonder how much to invest in a business and what exactly to invest in, as well as whether it is possible to become a dealer without investment.

In any case, you will have to invest. But the amount of investment will depend on your ability to negotiate with the supplier and the conditions on which you cooperate. By saving on some points, you can minimize investments, respectively, reducing risks.

To understand what you can save on, consider where the dealer invests:

• for the purchase of goods (direct payment for the goods);
• storage and transportation of goods (warehouse rental, trading floor, payment for cooperation with a transport company);
• advertising and sales costs.

If you are good at negotiating, it makes sense to save on the first point by agreeing with the supplier to purchase goods for sale. That is, first you sell the product, and only then pay for it. But this option has its own risks, and is also less profitable, since the price for goods for sale is usually higher.

Large suppliers often help their dealers in market promotion, advertising and marketing, providing their own experience, but the organization of promotions is usually undertaken by the dealer.

If you want to try yourself as a dealer, but invest own funds not yet ready, you can try a “demo version” of this activity by working as a regional employee (for example, sales representative) of the company whose products you are interested in promoting. So you will gain the experience necessary to start and, if it is successful, you will earn money without your own investments. But the income with this method of earning will be significantly lower, as well as the risks.

Where can a dealer look for employers?

Nowadays, it is very easy to find a supplier or employer. There are many resources on the Internet for finding partners. The most famous of them are:

1. "Manufacturers of Russia" - on this site, all Russian manufacturers can leave an application to search for their dealer, and dealers can find an application and contact the supplier. All products are conveniently divided into categories, which greatly facilitates the search for the necessary and interesting.
2. "Suppliers.ru" - this resource was created to ensure communication between suppliers and buyers. Here you can also easily find the product and supplier you need. Moreover, it can be both a manufacturer and a distributor (a person who buys goods in bulk from a manufacturer and sells them in smaller batches to dealers).
3. "I am a Dealer" is not only an extensive catalog of dealer offers, but also informational assistance to novice dealers, here you can read the latest news in the business world, as well as find a lot of useful information.

Using these and other resources, study the market offers and choose the partners you are interested in.

How to become a successful dealer

To become a successful dealer, you need to constantly develop yourself and your business. This is an increase in client flow, and an improvement in business design, and pumping personal qualities and search for more qualified personnel.

Sell ​​your in-demand product

In order to successfully sell a product, it needs to be in demand. If you try to sell sleds in Thailand, then most likely, no matter how talented a seller you are, you are unlikely to succeed in this enterprise. The time when you could sell anything is long gone. People are wary of new offers and products, as well as intrusive advertising.

Form your client base and constantly expand it

A dense flow of customers ensures good profits and the success of the dealership. Therefore, it is important to form and maintain a customer base. For this you need:

1. Analyze the market. Where do your clients spend their time? What are they buying? What need will your product satisfy?
2. Gather customer contacts. To offer a product to a buyer, it is important to know how to contact him. There are different ways to collect contact information about your potential client. It's like online databases that are collected by parsing (if the sale is carried out in in social networks), as well as offline databases for working in telephone mode. If you plan to sell goods through a store, you can issue accumulative cards to customers with their contact details, so that later they can inform you about discounts and bonuses.

Value loyal customers

It is important to recognize regular customers by sight, provide them with bonuses and create loyalty programs. If customers see your good attitude towards them and a unique approach, they will return to you again and again, and also recommend to their friends, which will ensure constant sales and even expand the base due to positive reviews.

Create a positive image

To sell your product or someone else's product well, it is important to make a positive impression on people. This and endearing appearance, and the manner of communication, and the ability to negotiate, respectfully treating the interlocutor and showing moderate perseverance in presenting their ideas. It is important to be able to convey information not only verbally, but also non-verbally. Gestures, voice, manner of communication, look can also affect the impression of you and, accordingly, the decision to cooperate. Therefore, you need to create an image of a successful and knowledgeable person who can be trusted.

As you know, a dealer is a representative of a company engaged in the promotion / trade of products of a particular manufacturer in a certain territory. Here we will look at an article on how to become a dealer, what is needed for this.

The advantage of this status is special cooperation programs, as well as support and development assistance from the manufacturer. In addition, usually the manufacturer himself, and not the dealer, is engaged in advertising the product, which, in turn, will help you save a lot on its promotion.

Another important plus is that the specialists of the departments of development and training, sales, after-sales service, marketing and IT will help you establish all the processes that are simply necessary to successfully launch a dealer and start working in accordance with the manufacturer's standards. This is not true for all companies, but it is true for all large ones.

How to become a dealer

So, consider the information on how to become a dealer - the official representative of any organization, manufacturer.

Companies requirements

Almost any company will require you to:

• stable financial position;
• Experience in your chosen field;
• Dealer business plan;
• Interest in the company's products;
• The presence in your staff of employees - a team of professionals;
• Availability of the necessary technical equipment;
• Readiness for investment and, if required, construction.

And, of course, the following documents:

1. Charter of the future dealer (if you are a legal entity);
2. Memorandum of association (if any);
3. Certificate of state registration;
4. Certificate of tax registration;
5. A document certifying the authority of the head of the organization;
6. Lease / sublease agreement for non-residential premises or certificate of ownership of non-residential premises where it is supposed to organize the place of sales of the future dealer (separately for each such premises);
7. Passport data of the head;
8. Agreement with a sub-dealer, if any (if the declared place of sale belongs to a sub-dealer);
9. Bank details.

Priority regions

It often happens that in some regions of the country the dealer network is already sufficiently developed, and the additional opening of representative companies in them simply does not make sense, although, of course, it is possible. At the same time, there are regions where there are very few dealers, and therefore, very often manufacturing companies publish information about priority regions for opening partners. For example, at the time of publication of this article, BMW prioritized the following regions for dealers:

• Belgorod region;
• Vologda Region;
• Kaluga region;
• Udmurt region;
• Chuvash Republic.

Strictly speaking, there is nothing to be surprised at, because why open a dealer of this brand, for example, somewhere in Moscow, if there are already a lot of them there, if at that time there are regions where there are almost none. Here, by the way, it would be nice for some readers - future dealers - to think about moving, albeit not permanently. Still, this is directly related to the success of your business - its payback, profit. Almost all companies have such priority regions.

Trends or what companies take into account when choosing a dealer

If we again take BMW as an example, then in order to become a dealer, you will most likely also have to participate in the tender, because there may be several applicants. When choosing, preference will be given to the applicant who will best meet the requirements of the company (see paragraph "What do you need?").

How much money is needed?

If you want to become a car dealer, then the costs will be from 20-30 million rubles, depending on the brand of car and real estate prices in your area. In all other cases, the figures are much smaller indicators, and sometimes they are not required at all.

Modern man increasingly wants to become independent from the state and seeks to work for himself. Opening own business- not an easy task, in addition to collecting necessary information and documentation, it is necessary to have initial capital. However, not everyone has the opportunity to collect the required amount of money, in this case, you can become an official dealer. Many do not know this concept, but abroad it is a common phenomenon. Let's try to figure out what the word "dealer" means and why it is more preferable to work in this direction than to open your own business?

Who is a dealer?

Dealer types

• market participant dealer valuable papers;
• a dealer who buys wholesale and sells products at retail;
• a dealer who is a company representative who finds customers and receives a profit for this.

Dealer terms and conditions

To become a dealer , as a rule, it is necessary to have a stable financial position. If the candidate meets the following requirements, then he has the opportunity to be accepted into the team:

1. Preference is given to candidates with experience in the company's field of activity.
2. The dealer must have a business plan.
3. The representative must be interested in the services/products of the company and be result-oriented.
4. The dealer must have the necessary equipment.
5. The dealer must be able to invest in procurement/construction.

The company is interested in promoting its product in different regions, therefore, if a dealer network is already developed in the city of your choice, then you can get a refusal. The way out is to look for a new manufacturing company or move to a region that is not occupied for activity.

Documents required to work as a dealer

You can become a manufacturer's dealer if you have certain documents. For a legal entity, this is:

• Charter.
• If available, memorandum of association.
• Certificate of state and tax registration.
• A document certifying the powers of the head.
• Rental agreement for premises, if applicable.
• If there is a contract with a sub-dealer.
• Leader's passport.
• Bank details.

If the dealer is registered as individual entrepreneur, then you need to have only a certificate of IP and TIN.

Benefits of being a dealer

Working as a dealer has a lot of advantages compared to starting a business on your own, the main of which is the receipt of an already advertised product. This means that there is no need to spend money and time on brand promotion and promotion of a new product to the masses, this has already been done by the parent partner company.

Another important reason to become a reseller is the ability to choose the product you will work with. If you have an attraction to sports products, then there will be no desire to deal with goods Food Industry and vice versa. The main component of business success is the desire to engage in it, and not the need to make money.

To become a dealer, you do not need to spend money on training, the company offers it for free. This is a great chance to learn from a firm that has established itself in the market. The manufacturer, as a rule, teaches his dealers the basics of successful sales, marketing, after-sales service - in a word, he helps to establish all the processes that are necessary for the sale of goods. This is a significant plus, since achieving the results of a large company on its own is very problematic, and it can take years. Various seminars, trainings, trips to other regions to learn new methods of work and other events often take place, because the manufacturer is interested in the quality of the work of its dealers.

Also, the advantages of dealership include the possibility of selling goods at selling prices, which will be supplied by a parent company. Thanks to this, there is no need to search for points of purchase of the necessary goods.

Becoming a factory dealer means gaining the experience of a company that has been acquired over the years. This can help in the future to open your own company, a new brand.

Many companies specifically resort to cooperation with dealers, because in this way it is possible, without spending a budget, to promote goods in completely different regions of the country.

Where to find companies for cooperation?

The desire to become a dealer is still not enough, for this it is also necessary to find a company for cooperation. There are two options here.

You can register on job search sites, post your resume with a proposal for cooperation and wait for a response from companies or send responses to their vacancies.

The other most productive option is to look for companies on your own. First you need to decide in which area you want to become a dealer, study all the pros and cons of the chosen direction, find the manufacturer and go to his website. 90% of success is the choice of a supplier company, so you need to pay close attention to the choice.

“There is nothing more criminal than coming up with a great idea, but not implementing it,” says Donald Trump. If you dream of your own business (beauty salon or something else), financial independence, nothing should stop you, even the lack of start-up capital for business development. When ideas to build own project a lot, and finances are not in the best way, you can try to become a dealer.

Who is a dealer?

A dealer is an agent of a manufacturer who acts as an intermediary between the manufacturer of a particular product and a wishing natural or legal entity buy it.

In Russia and other countries, there are manufacturers who do not have their own sales offices and wish to sell their goods through dealer networks. For such companies, such cooperation is beneficial. They do not need to spend money on opening outlets. At minimal cost, they can quickly convey information about their products to a wide range of potential buyers.

Dealers are divided into several categories depending on the field of activity. There are intermediaries working on the stock exchange. They are participants in the securities market. Another type buys certain products in bulk and sells them to retail customers. There are representatives of large enterprises, for example, automobile holdings, which find buyers and receive a percentage of sales. If you decide to become a dealer, first of all decide in which area you want to work.

To become a manufacturer's dealer is not just to represent the products of a certain company, it is to be its regional face (for example, a manufacturing company). Dealer sales consist of the following stages:

• discussion of cooperation issues, current prices, percentage of sales, etc.;
• make a deal;
• sale of related products of the plant;
• provision of additional services service maintenance, installation, transport from the factory).

Becoming an exclusive dealer of a manufacturer means getting the right to represent the company in a particular region. This status gives privileges in partnership, as the representative gets rid of competitors, receives special financial conditions.

To become an intermediary is to take an intermediate place in the chain "manufacturer - end consumer". His main role is to find a buyer and close the deal.

How to become a manufacturer's dealer?

In order to become a dealer, you need to determine But the choice of the manufacturer is not the only criterion. In order to become an official representative of the plant, you need to prepare.

Qualities required to work as a dealer

Practice shows that not all people can become a dealer, like, and reveal themselves in the field of trade. Experts have identified a number of qualities that a person should possess:

1. activity;
2. sociability;
3. the ability to negotiate, to convince;
4. stress resistance;
5. initiative;
6. competitiveness.

If you see the above qualities in yourself, you can try to realize yourself in this area and become a dealer.

Advice: when negotiating, you must "exude confidence", since the main task in this activity is to convince that the proposed products are of the highest quality.

If you are trying to establish cooperation with a store representative or other trading network, convince him that if you take the product for sale, it will literally be swept off the counter. To do this, you need to be persistent, be able to present products, indicate its advantages and benefits for the buyer.

It is important to be prepared for rejection. Unsuccessful transactions are an essential attribute of working as a dealer. It is important here not to be upset, to analyze the mistakes made during the negotiations and move on, looking for buyers.

Required Documentation

To become a manufacturer's dealer, you need to prepare a package of documents, since this business is serious and can bring a lot of money.

In most cases, large manufacturers require that the following conditions be met in order to sign a partnership agreement:

• you must be a legal entity;
• availability of an office;
• conclusion of a mediation agreement.

For cooperation, you must also provide:

1. passport data;
2. articles of association (if you are a legal entity);
3. memorandum of association;
4. certificate of tax registration;
5. certificate of state registration;
6. the right of ownership or a lease (sublease) agreement for a non-residential premises where a place of sale will be organized;
7. Bank details.

The list of documents may differ depending on the requirements of the manufacturer. If you plan to work in automotive business, you need to provide permission to sell Vehicle from the traffic police.

Description of activity

After signing a cooperation agreement in a certain region, it is necessary to draw up a promotion strategy, a development concept.

At the first stage, analyze the market in the assigned territory, the level of demand and options for promoting products. Determine ways to optimize sales, how to interest a potential buyer. Do not disregard competitors, monitor their work.

After that, you need to try to form your client base. To do this, make a list of companies that may be interested in the product being sold. Before making an appointment with potential clients, direct the maximum number of inquiries about them, develop a methodology for negotiating. The larger the customer base, the higher the income level will be.

If you want to become a dealer from a prestigious company, a large factory, you need to overcome the competition from other applicants. In order to have an advantage over them, you need to take into account a number of factors.

First, they pay attention to experience in this area. Secondly, a lot depends on the region of placement. If a respectable applicant wishes to become a dealer in a city that is saturated regional representatives this company is likely to be rejected. If the manufacturer does not have a representative office in the specified area, he will more willingly agree to cooperate. The developed client base is especially appreciated. Also, the decision to partner is influenced by:

• reputation;
• Availability technical base, premises for work;
• the possibility of attracting qualified personnel;
• the possibility of warranty service.

How much money should be invested?

Investments are required to conduct intermediary activities. In order to become a manufacturer's dealer, you do not need the same amount of capital as, for example, to build. But most often, investments in the selected project are needed.

It is difficult to name a certain amount, it all depends on the manufacturer's company. But if you manage to negotiate with the manufacturer on the receipt of goods for sale, you can avoid large investments. You will be able to pay after the sale of products, but the price in this case will be higher than with advance payment.

If you have the opportunity to pay for the goods immediately, then the amount of investment will largely depend on the type of product, the volume of the purchased lot. It is also worth including in the business plan the costs of transportation, rental of warehouses, office space, personnel recruiting, legal and accounting services.

How to become a dealer without investment?

If the initial capital could not be raised, you can become a dealer without investment. There are several ways to do this.

Realization of products under the order

Perhaps by looking at the price lists on certain commodity, you had to see the mark "Custom order" opposite the "Price" line. This means that you first need to deposit money into the specified account, after which it will be transferred for use. The algorithm for executing this scheme is as follows:

• the manufacturer signs a contract with the supplier for the supply of products at a dealer price;
• products are offered for sale in point of sale dealer (not a product, but the name of the unit in the price list);
• the buyer makes an advance payment, which makes it possible to purchase goods from the manufacturer;
• the purchased goods are sent to the buyer, who, in turn, deposits the rest of the money into the dealer's account.

The specified scheme is suitable for goods of an average price category. Inexpensive products each person will buy in the nearest store, albeit at an inflated price, but without waiting. For items that are too expensive, an office or shop is needed. For example, automobile intermediaries rent large areas for showrooms.

Provision of goods for sale

Today, many manufacturers provide their goods for a certain time, during which the intermediary must sell it. After the end of the agreed period, the products must be paid, and 1-3% higher than if the dealer paid without installments. The possibility of a return is prescribed in the contract. Most often, if the goods are not sold in full, you have to pay the full price, which increases the risk of financial losses for the intermediary.

Free testing

In some cases, the manufacturer agrees to send free samples their products, which help to test them, present them to potential buyers. For an intermediary, such a scheme is extremely beneficial, but, unfortunately, today manufacturers rarely agree to work on it.

If the idea of ​​becoming a dealer does not suit you, consider