Why Account Management of Distributors is the Key to Success in Asia-Pacific Export Markets

Written by: Will Gordon

In June, Incite hosted the second session in our three-part webinar series focused on growing an Asia-Pacific export business. This session explored what best-in-class distributor account management looks like and why it plays such a critical role in driving long-term success. The session brought together members of the Incite team alongside a range of UK-based food and beverage exporting brands to share perspectives, ask questions and validate approaches. The following is a summary of the key insights from the discussion:

Distributor Management is not set-and-forget. The most common misconception among some exporters is that a good distributor should be able to "just run with it", but distributors are busy people like us all and are frequently approached by other brands competing for attention. Without regular communication and support, your brand can quickly lose priority with a distributor. Structured account management, including monthly sales reporting, performance reviews and joint planning, ensures you remain top of mind and aligned on goals.

Set expectations early. Strong account management starts well before the appointment of a Distributor. Exporters should align with prospective Distributors on key fundamentals including pricing structure, channel strategy and promotional activity and budgets from the outset. Distributors who resist this step often struggle with long-term delivery. A clear, mutually agreed-upon business plan provides the roadmap for performance and a tool for tracking progress over time.

Trust, but support your Distributor. While it’s important to let your Distributor manage retail relationships, exporters must play an active role in supporting execution. This includes sharing insights from other export markets, providing prompt feedback on orders and offering operational support where needed – for example, with sales data analysis or promotional material. Distributors value partners who are responsive and easy to work with.

Sales data is your early warning system. Access to regular and detailed sales reporting is essential. It helps identify underperformance early, whether it’s slow sell-through in a particular account or a store failing to reorder post-launch. Proactively engaging with this data allows brands to correct issues quickly, often saving sales that might otherwise be lost.

Marketing oversight is resource-heavy, but necessary. Marketing execution is often where most account management time is spent - and rightly so. Whether it’s identifying high-performing on-premise venues or reconciling retail trade spend, this part of the role demands attention to detail. A quarterly reconciliation cycle strikes a balance between operational efficiency and performance oversight, ensuring marketing budgets are used effectively.

Dealing with underperformance. When sales aren’t tracking to plan, open and honest conversations are critical. Address issues head-on, involve both Distributor and brand stakeholders and seek solutions together. Sometimes, despite best efforts, the fit simply isn’t right. In such cases, transition plans should be respectful and clear – a hallmark of a strong, long-term-minded partnership.

Adapt to local nuances. Every export market is different – not just in consumer behaviour, but also in communication style. Whether it's the preference to communicate via email in Japan, WhatsApp in Singapore, or phone calls in Australia, effective account managers adjust their style to suit the local environment. Professionalism, respect and reliability are universal expectations.

Conclusion

Achieving success in the Asia Pacific region doesn’t happen by accident. It’s the result of careful planning, ongoing engagement and mutual accountability. Brands that realise the importance of account management and not just collecting distributors, are far more likely to sustain growth, protect brand equity and outperform competitors.

At Incite, we’ve helped brands navigate these challenges and account manage distributors across twelve Asia Pacific markets for almost 15 years. If you'd like to learn more about how we support exporters with account managing distributors, email us at getincite@exportincite.com.