The short answer
Decide which kind of partner you need before you look for one. A distributor resells and supports a product. A system integrator designs it into a customer’s cell or line. Selling direct works for large accounts and little else in a region where you have no service team. Most manufacturers entering a new region need one or two integrators who know an application well before they need a national distributor.
Distributor, integrator or direct
| Channel | What they do | What they need from you |
|---|---|---|
| Distributor | Stock, resell, first-line support, local invoicing | Margin, demo units, training, spare parts and clear territory terms |
| System integrator | Engineer the robot into a working cell and take responsibility for the result | Technical documentation, application support and reliable delivery |
| Direct sales | Your own team sells and services | Local entity, service engineers and a parts stock |
What a partner checks before replying
- Documentation in English. Datasheets, manuals, interface descriptions and safety documentation that an engineer can work from.
- Conformity for the target market. The certificates and declarations that country requires, with the model numbers they cover.
- Proof it runs. Reference installations, ideally in the application the partner sells into.
- Support. Who answers a technical question, in which time zone and language, and where spare parts ship from.
- Commercial terms. Price structure, margin, lead times, warranty and what exclusivity, if any, you are offering.
A partner who cannot find these in five minutes usually does not reply. Put them on your website and in your company profile before you start outreach.
Where to find channel partners
- Trade shows. Automation and robotics exhibitions are where integrators and distributors look for new lines. Walk the halls of the integrators, not only the robot makers.
- Industry associations. National robotics and automation associations publish member lists, and many list certified integrators.
- Your competitors’ channel. A distributor already selling a complementary product, such as grippers or vision, to your target customers is a better lead than one selling a rival robot.
- Directories. A system integrators directory gives you a starting list by country and application.
A first message that gets answered
Keep it to five lines: what you make, the application it is proven in, one reference, the documents attached, and the specific thing you are asking for, such as a thirty-minute call or a demo unit placement. Do not ask for exclusivity or a forecast in the first message.
Common mistakes
- Signing a national exclusive with the first distributor who answers.
- Entering a region without spare parts or anyone who can commission the system.
- Sending the same message to a distributor and an integrator; they want different things.
- Describing the product and never naming the application.
How GlobleMatch fits
A robotics company can keep a free profile in the GlobleMatch robotics directory, with products, applications, target regions and the partners it is looking for, and can answer buyer requests from the RFQ desk. Distributors and integrators find manufacturers through the partner network. GlobleMatch introduces companies; it does not negotiate or sign on anyone’s behalf, and it takes no commission on a deal.
Related reading
How to source industrial robots and components · List a robotics company free
Frequently asked questions
How do robotics manufacturers find distributors in a new country?
Through automation trade shows, national robotics and automation associations, the channel partners of complementary products, and specialist directories. Prepare English documentation, conformity documents for the target market and reference installations first, because partners check those before replying.
What is the difference between a robot distributor and a system integrator?
A distributor resells and supports the product. A system integrator engineers the robot into a working cell or line for an end customer and takes responsibility for the result.
Should a manufacturer offer exclusivity to a distributor?
Not in the first conversation. Exclusivity is usually tied to a territory, a period and a sales commitment, and is better discussed after a first project has gone well.
Is listing a robotics company on GlobleMatch free?
Yes. A company profile is free and stays free; optional software subscriptions for suppliers are separate.