“We already have a distributor in France”… and why that’s not a strategy

“We already have a distributor in France.”

This sentence comes up often and for many companies, it sounds like a strategy.

In reality, it’s just a starting point. Having a distributor might feel reassuring. It gives the impression that things are moving. That the product is “covered.” That France is handled.

But here’s the truth: a distributor is not a plan. It’s just one piece of the puzzle.

Distributors distribute. That’s it.

Distributors are important. They provide access to a network, manage logistics, and sometimes open doors. But they don’t build markets. They don’t shape positioning. And they don’t create demand. In France, especially in B2B food, ingredients, packaging, or pet food buyers expect more than a product on a price list. They want to understand your added value. They want to compare. And they want to know you’re serious about the market.

A distributor won’t (and can’t) explain that for you, unless you’ve given them the tools, the messaging, and the strategy to do so. Most of the time, that part is missing.

Without a strategy, you’re invisible

Many companies think they’ve “entered” the market once they’ve signed a distribution agreement. Six months later, the feedback is always the same. No sales. No visibility. No data. No idea what’s working or not. The truth is, without a clear go-to-market plan, customer profiles, messaging adapted to the French context, and a sequenced deployment — you’re not in the market. You’re only present on paper.

You stay responsible

A distributor won’t do your job for you. You are still responsible for defining your ambition, adapting your value proposition, and setting the pace of your commercial development. Delegating everything to a third party without strategic alignment almost always leads to disappointment. France is not a plug-and-play market. It rewards those who prepare, localize, and commit. If you want results, you need more than a contact. You need a clear roadmap.

Where to start?

That’s exactly what a Go-To-Market Blueprint is designed to do. It helps you turn your intention into a structured plan with clear targets, messaging, channels, and steps adapted to your internal resources. It’s not just about working with a distributor. It’s about making them part of your strategy, not the strategy itself.

Quick check before you go

Ask yourself:

• Do we know who our real target is in France and how they buy?

• Is our message adapted to what French buyers care about?

• Have we equipped our distributor with the tools they need to sell?

• Do we know what success looks like and how we’re measuring it?

• Are we ready to support the market beyond logistics?

If you answered “no” to more than two of these, we should probably talk.

I help international suppliers enter the French market with structure, realism, and impact.

No commissions. No shortcuts. Just a clear, independent strategy designed to help you make better decisions and get better results. Let’s turn your presence into performance.

📩 Get in touch to explore how we can work together.