New-market conversations can sound promising because both sides are still imagining the opportunity.
Ask who carries the failure when the normal plan breaks. Damage, late delivery, slow sell-through and customer returns are not edge cases for physical products; they are part of the commercial design.
Coverage
Which cities, account types and customer segments can the partner actually reach today? Ask for examples, not aspirations.
For “Coverage,” a pilot with named accounts, a defined territory and a review date is safer than broad exclusivity based on early enthusiasm.
Operating capacity
Warehouse, delivery, installation, customer service and returns matter if the product is physical.
For “Operating capacity,” save the service level, appointment rule and damage procedure with the order. Logistics promises should be as specific as product promises.
Sales evidence
Look for recent relevant accounts, cadence and a clear process for follow-up. A large contact list is not the same as active distribution.
For “Sales evidence,” a partner's enthusiasm is useful, but evidence is better: recent relevant accounts, response times, warehouse capability, reporting habits and a named person who owns the work.
Commercial alignment
Margin expectations, payment terms, marketing contribution and exclusivity should fit the risk each side carries.
For “Commercial alignment,” write inclusions, exclusions and timing beside the number. A price without scope creates a second negotiation later.
Reporting discipline
A partner who cannot send a simple monthly pipeline may become impossible to manage once problems appear.
For “Reporting discipline,” a pilot with named accounts, a defined territory and a review date is safer than broad exclusivity based on early enthusiasm.
Use it before the irreversible step
For this article, run the list before payment, delivery, signature or disposal of packaging. A checklist is most valuable just before the point where a small oversight becomes hard to undo.
What belongs in the file
For this article, save the current price, responsible parties, delivery or payment terms, the agreed exception process and the review date. Commercial memory should not live only in chat history. For this topic, the first things I would put on that review are coverage, operating capacity.