The simplest way for an Australian B2B company to start selling in the UK or Europe is to retain a fractional business development manager: an experienced sales professional who lives in the target country and works for you part-time. You get local meetings, local knowledge and someone to find distributors, without opening a European office or relocating staff. Marketplaces such as Repserve match Australian companies with screened BDMs in the UK and across Europe.
This guide covers why distance makes a local presence matter, the routes Australian companies use, and how to test one market before you commit.
Why do Australian companies need someone on the ground in Europe?
- Time zones. London is nine to eleven hours behind Sydney, depending on the time of year. When European buyers are at their desks, your team is asleep. A local BDM answers on the same day and can be in a meeting at short notice.
- Distance. Flying in for every meeting is slow and expensive. Buyers in Europe want to see a supplier who is committed to the market, and a local person shows that.
- Many markets, not one. The UK, Germany, France, the Netherlands and the Nordics each have their own language, buying habits and regulations. A BDM who already sells in the country knows them.
What trade agreements help?
The Australia-United Kingdom Free Trade Agreement has been in force since May 2023 and removed tariffs on most goods traded between the two countries. Australia and the European Union concluded their own free trade agreement in March 2026; it will lower tariffs on trade with the EU once it is ratified and comes into force. Since Brexit, the UK and the EU are separate markets for customs and product rules, so plan for each one. Austrade has trade commissioners in London and across Europe who can help with market information and introductions.
What are the options for Australian companies?
| Fractional BDM | Distributor | Own office and hires | |
|---|---|---|---|
| What you get | An experienced local seller for part of their time | A local company that buys and resells your product | Your own team in Europe |
| European entity needed? | No | No | Usually |
| Speed to first meetings | Weeks | Months to find the right partner | Months to set up and recruit |
| Who owns the customer | You | Mostly the distributor | You |
| Best for | Testing one or more countries | Products needing local stock or service | Proven markets with steady revenue |
These routes often work together. A fractional BDM can find, vet and manage distributors for you, so you keep a direct view of the market while the distributor handles stock and delivery. For more on this choice, see fractional business development vs distributor vs full-time hire.
Should you start in the UK or the EU?
Many Australian companies start in the UK because of the shared language, a familiar legal system and the free trade agreement already in force. Others go straight to Germany or the Netherlands when their buyers are there, for example in industrial, agricultural technology or medical products. Start where you already have inbound interest, customers or a strong reference. Our guide to entering the UK market after Brexit covers the UK in more detail.
How do you hire a fractional BDM in the UK or Europe?
- Pick one or two countries and the buyers you want to reach there.
- Define the job: target accounts, meetings per month, whether you also want distributors found, and what a good first quarter looks like.
- Choose someone who already sells to your buyers, in their language, not just someone in the right country.
- Start part-time, for example 25% or 50% of their time, with a regular call at a time that suits both time zones.
- Review after one or two quarters and scale what works: more time, another country, a distributor, or a full-time hire.
How does Repserve help Australian companies?
Repserve is a free marketplace that matches B2B companies with screened sales professionals in virtually any country, including the UK and every major European market. Posting a request costs nothing, and you set your own monthly budget. We show you anonymised profiles of professionals who fit your sector and target market, and a Repserve manager attends your first meeting.
- Fractional business development managers for 25%, 50% or 100% of their time.
- Distributor hunters who find and vet distributors and channel partners in the UK and Europe.
- Lead generators and appointment setters to build a European pipeline.
- Trade show representatives to staff your stand at European trade fairs.
Each professional works for no more than three clients at a time, and never for two that compete. We have teams in Dubai, London, Miami, Singapore and Hong Kong, so you can speak to us in a time zone close to yours.
Ready to test the UK or Europe? Post a free request, or book a consultation.
How to Enter the UK Market After Brexit as a B2B Exporter
How US B2B Companies Can Enter Europe with Local Sales Reps