Establishing connections with suitable local partners is an important step for foreign companies entering or expanding in Vietnam. While Vietnam market research helps identify potential partners, the first business meeting provides an opportunity to exchange information, understand business needs, and explore potential cooperation. Careful preparation, effective communication, and timely follow-up are essential to making these meetings productive. This article examines the role of first business meetings in market entry, the information they can provide beyond desk research, and the key steps and challenges involved, along with practical examples of business matching activities supported by B&Company.

Vietnam – Japan Regional Cooperation Forum: B&Company participation

Source: Baochinhphu

The Role of First Business Meetings in Market Entry

Foreign companies entering or expanding in Vietnam often need to identify and engage with suitable local businesses to explore potential cooperation opportunities. They can approach potential customers, distributors, manufacturers, and suppliers through various channels, including trade exhibitions, business matching programs, industry associations, and direct business outreach. These activities provide opportunities to introduce products and services, exchange information, and identify potential business partners[1].

The scale of these activities can be seen at Global Sourcing Fair Vietnam 2025, which recorded 628 one – on – one business meetings between 217 exhibitors and 61 buyers, representing a 126% increase compared to 2024. The event also reported 1,615 business matching interactions at exhibition booths and 831 online business engagements[2]. These figures illustrate the different ways companies can establish initial business contacts and explore opportunities for cooperation.

Business Matching Activities at Global Sourcing Fair Vietnam 2025

Unit: Number of Interactions

Source: Global Sourcing Fair Vietnam 2025

Within the market entry process, first business meetings generally take place after companies have conducted preliminary market research and identified potential partners. While Vietnam market research helps companies understand market conditions and develop a list of suitable businesses, initial meetings allow them to establish direct contact and discuss possible cooperation. Information obtained through these discussions can then support further partner evaluation, negotiations, and business development activities.

What Companies Can Learn from First Business Meetings

First business meetings allow foreign companies to discuss specific business requirements, verify information about potential partners, and better understand the conditions for possible cooperation. These discussions are particularly useful in three areas.

Understanding actual market needs: Direct meetings allow companies to obtain feedback on product requirements, purchasing preferences, and local market demand. The U.S. International Trade Administration (ITA) recommends consulting potential distributors to understand their assessment of market demand and product potential[3]. Such feedback can help foreign companies determine whether their products or services meet local expectations and identify necessary adjustments.

Assessing partner capabilities: Initial meetings provide opportunities to discuss a potential partner’s operational capacity, customer network, and experience in the relevant industry. According to the ITA, companies should evaluate potential distributors in Vietnam based on factors such as facilities, workforce, financial resources, and ability to meet business requirements[4]. These discussions can help identify suitable partners, although further verification may be necessary.

Clarifying commercial and cooperation conditions: The first meeting also allows companies to discuss practical business conditions, including pricing, order quantities, payment terms, and delivery arrangements. The ITA identifies these factors as important considerations when negotiating agreements with foreign business representatives[5]. Discussing them at an early stage can help both parties identify possible differences in expectations and determine whether more detailed negotiations are appropriate.

Key Steps and Challenges in Organizing First Business Meetings

Organizing an effective first business meeting involves several stages, from identifying suitable partners to maintaining communication after the discussion. Each stage requires careful preparation and coordination to ensure that both parties can exchange relevant information and evaluate potential cooperation opportunities. The following figure outlines the main steps involved in this process.

Key Stages in Organizing First Business Meetings

Source: B&Company analysis

Despite a clear process, foreign companies may face several practical challenges when arranging their first meetings in Vietnam. One important issue is identifying the appropriate representatives within a company, as the initial contact may not have the authority to discuss purchasing decisions or potential cooperation. Meeting preparation also requires confirming mutual interests and ensuring that both parties have sufficient information before the discussion. The U.S. International Trade Administration (ITA) highlights the importance of arranging appointments in advance and understanding local business practices when conducting business in Vietnam[6].

Language differences and communication practices can also affect discussions, particularly between Japanese and Vietnamese companies. Clear meeting materials and interpretation support can help both parties communicate technical requirements and commercial expectations more accurately. Following the meeting, maintaining communication is equally important, as further information exchange or additional discussions may be needed before deciding whether to proceed. The Australian Government’s export guidance also recommends timely follow-up after business meetings[7].

First Business Meetings in Practice: B&Company Case Examples

First business meetings can serve different purposes depending on a company’s industry, business objectives, and stage of market entry. Through its business matching services, B&Company has supported foreign companies in identifying potential partners, arranging direct meetings, and facilitating business discussions in Vietnam. These activities cover various industries, from manufacturing and consumer goods to logistics and technology.

Examples of Business Meetings Supported by B&Company

B&Company’s synthesis

Conclusion: How B&Company Supports First Business Meetings

The first business meeting does not necessarily lead to immediate cooperation, but it provides an important opportunity for companies to understand potential partners, assess business opportunities, and make informed decisions about the next steps. Effective meetings require not only careful preparation but also appropriate local support, particularly when foreign companies are unfamiliar with the Vietnamese market, business practices, or language.

With over 15 years of experience in Vietnam market research and business consulting, we support foreign companies throughout the business matching process. Our services combine market research with direct engagement with local businesses, including:

– Market research and partner identification: We analyze market conditions and identify potential customers, distributors, manufacturers, and suppliers based on each client’s business requirements.

– Partner screening and business matching: We assess potential partners, identify relevant contacts and decision-makers, approach selected companies, and arrange meetings based on mutual business interests.

– Local interviews and site visits: We gather direct information on business needs, product requirements, and operational capabilities through interviews, factory visits, and other on-site activities.

– Meeting coordination and communication support: We assist with meeting preparation, interpretation, on-site coordination, and communication between foreign and Vietnamese companies.

– Follow-up and partner development: We support continued communication after initial meetings, including exchanging additional information, arranging further discussions, and assisting with potential cooperation arrangements.

Our services are tailored to each client’s business objectives and stage of market development. Through a combination of Vietnam market research and practical field support, we help foreign companies establish relevant local connections, evaluate potential partnerships, and carry out business development activities in Vietnam[13].

B&Company’s Support for First Business Meetings

Source: B&Company

Read more

How B&Company supports Market understanding beyond Research 

Guide for foreign investors “Business matching with Vietnamese companies”

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[1] https://www.trade.gov/find-buyers-and-partners

[2] https://dl.secc.com.vn/photo/2025/10/21/gsfvn-2025-post-show-report-english-small-1761028235010.pdf

[3] https://www.trade.gov/evaluate-foreign-representatives

[4] https://www.trade.gov/country-commercial-guides/vietnam-distribution-and-sales-channels

[5] https://www.trade.gov/negotiating-agreement-foreign-representative

[6] https://www.trade.gov/country-commercial-guides/vietnam-business-travel

[7] https://export.business.gov.au/find-buyers-and-sales-partners/how-to-guides/plan-a-market-visit

[8] https://b-company.jp/bcompanys-journey-with-clients-to-find-partners-in-vietnam-in-the-field-of-mechanical-processing/

[9] https://b-company.jp/bcompany-supports-buyers-in-connecting-with-japanese-suppliers-in-the-beverage-sector/

[10] https://b-company.jp/a-vietnamese-enterprises-strategic-participation-at-viatt-2025-with-bcompany-support/

[11] https://b-company.jp/business-support-for-finding-baby-products-distributors-in-vietnam/

[12] https://b-company.jp/introduction-of-bcompanys-support-for-public-sectors-in-2025/

[13] https://b-company.jp/services/