Local sales representation in the UAE

What a representative does

• Acts as your local point of contact for buyers, contractors and partners.
• Arranges and attends meetings, site visits and trade fairs.
• Follows up between your visits so conversations do not go cold.
• Reports what buyers ask for and what competitors offer.

Representative, agent or distributor

These are different relationships. A distributor buys and resells your products under its own name. A representative works on your behalf, and the customer relationship stays with you.

A registered commercial agency is a specific legal status. Under the UAE Commercial Agencies Law (Federal Law No. 3 of 2022, in force since 15 June 2023), registered commercial agents must as a rule be UAE nationals or companies wholly owned by UAE nationals, and registration gives the agent strong rights, including a possible claim for compensation when a fixed-term agreement is not renewed.

Understand which of these you are entering into before you sign, and take advice from a UAE lawyer.

How to choose a representative

• Ask who they meet in your target customer groups today.
• Ask for examples of what they have helped others sell, and to whom.
• Agree how they report, how often, and in how much detail.
• Agree how the relationship ends, and who owns the contacts.

When representation makes sense

• You want to test the market before building a local team.
• You need a presence between visits from Europe.
• You are choosing between distributors and want someone local to vet them.