Sales Agent Vs Business Development Consultant: What’s Best for Entering the Italian Market?
Sales agent Vs Consultant, Which is the Right Choice For Entering the Italian Market?
Over the years, I’ve often found myself in conversations with international companies asking the same question: “Should we work with a sales agent or hire a business development consultant to enter the Italian market?”
Having supported different companies in their market entry strategies through my company Do Business in Italy and as an on-the-ground consultant, I’ve witnessed firsthand how the answer to this question has evolved—along with the commercial landscape itself.
A Changing Commercial Landscape
In the past, a sales agent was more than just a representative—they were often entrepreneurial figures, capable of opening doors and actively building a client base from scratch. Many were “one-man companies” with the hunger and skillset to identify and convert leads into long-term clients.
But times have changed.
Today, most agents immediately ask whether the company already has a well-established presence in the market. Having one or two clients is rarely enough—they want to work with businesses that already generate traction so that their commission-based model can yield immediate returns.
They often represent multiple companies, and without retainer-based agreements, the turnover rate is high, especially when better opportunities arise elsewhere.
Larger multi-agent firms, on the other hand, are effective and selective. They typically choose the companies they want to represent—not the other way around. Their strength lies in flexibility and low upfront cost: you don’t need to put anyone on the payroll. But that flexibility can come at the expense of focus and continuity.
Entering the Italian Market: Why a Business Development Consultant Is Often a Better Choice
Entering the Italian market with a sales agent or business development consultant, especially one familiar with the Italian market, offers a different approach. And in most cases—especially for companies entering Italy for the first time—it’s the more effective one. Here’s why:
1. Strategic and Analytical Groundwork
Consultants don’t just sell—they analyze. A seasoned business development consultant will study the market, assess the competition, map out potential customer segments, and identify suitable partners or distributors. They don’t just execute—they help build the plan.
2. Transparent Client Relationships
When working with sales agents, it’s common for the client relationship to be managed exclusively by the agent. This limits your ability to gather feedback, assess the market response directly, or build brand recognition.
Consultants, however, introduce you directly to prospects, helping you manage relationships firsthand and build visibility with decision-makers.
3. Cross-Sector Knowledge
One key advantage of consultants is their multi-industry experience. Many of us work across sectors—healthcare, software, food, industrial automation, cosmetics, and more. This brings not only agility, but also the ability to cross-pollinate strategies and adapt to evolving market needs.
4. Controlled Investment, Higher Engagement
While a consultant may require a modest monthly fee, this fixed cost often delivers a higher return compared to variable commissions. You gain someone fully dedicated to your expansion—not juggling five other companies—and you can measure performance and set clear goals.
Moreover, for companies not ready to hire an in-house business developer, this is an ideal “middle way”: no payroll obligations, no long-term hiring risks, but a consistent, committed presence in the market.
In Conclusion for foreign companies doing business in Italy
This is not to discredit the work of experienced sales agents—they still play a valuable role under the right circumstances. But for companies entering Italy for the first time, a business development consultant provides structure, strategy, and visibility.
You’re not just looking for sales. You’re looking for insight, access, feedback, and growth. That’s what a market-savvy consultant can offer—beyond transactional deals and into long-term positioning.
If you’re considering entering the Italian market and want to understand which path is right for your company, let’s talk!
