Seven Reference-Call Questions for a Distributor Shortlist

A distributor presentation describes capability. A reference call tests whether that capability appears in everyday work. Ask permission to contact named trade references, explain the purpose of the conversation and record only information relevant to the appointment.

References are one input, not a substitute for financial checks, site visits or a controlled pilot. A respondent may have a limited relationship with the candidate or a reason to present it favourably.

Ask for specific events

Use seven questions to move beyond general praise:

1. What products and territory does the distributor currently handle for your business?
2. When was your most recent order, and how did delivery compare with the promise?
3. What happened the last time a product was unavailable?
4. How was the most recent damage or commercial claim resolved?
5. Who visits the outlet, and what useful work happens during that visit?
6. Have agreed payment or settlement commitments been met consistently?
7. What would need to improve before you increased business with this partner?

Do not ask respondents to disclose other brands' confidential terms. When an answer is vague, request a non-confidential example rather than interpreting silence as proof of poor performance.

Compare references with the proposed role

A strong relationship with large urban showrooms may say little about replenishing small outlets in distant towns. Select references that resemble the launch territory, product handling requirements and account size.

Record the date, relationship type, factual example and confidence level. Separate direct observation from hearsay. Two reports of a late delivery may describe one incident, so check whether examples are independent.

Turn findings into pilot conditions

If references praise delivery but identify slow claims, retain the candidate only with an explicit claim workflow and response owner. If claimed field coverage cannot be corroborated, test the route rather than accepting a larger opening order as reassurance.

Close the evaluation with a written explanation of what is verified, what remains uncertain and what the pilot must establish. This makes the appointment decision defensible without pretending the evidence is complete.

Combine these calls with retailer-backward mapping and the distribution setup framework. A useful reference process changes the commercial plan; it does more than collect favourable quotes.