A company can mention solar panels without being a distributor. It may install systems, manufacture components or publish industry news. A good shortlist explains the commercial role instead of relying on keyword overlap.
Look for evidence of the business model.
Review how the company describes its customers and services. Wholesale supply, dealer networks and trade distribution pages can support a distributor hypothesis. Installation services may indicate project procurement instead. Record the exact evidence and retain mixed-role companies only when their role fits the mission.
Keep relevance separate from intent.
A relevant product portfolio is a reason to investigate. It is not proof that the company wants a new supplier. Existing brand relationships may create an opportunity, a conflict or neither. Turn these uncertainties into specific questions for outreach or human review.
Make exclusions inspectable.
Use short, specific reasons such as “residential installer; no trade-supply evidence found” instead of a vague low score. A person should be able to revisit an exclusion when new information appears. Avoid treating a missing public email as proof that the business itself is unsuitable.
IN PRACTICE
Match the commercial relationship.
The company mentions solar panels, so it is a distributor lead.
The company describes supply to installers. Investigate distribution fit, then confirm whether it accepts additional manufacturers.
A product keyword tells you what a company discusses. Its customers and operating model tell you how your business might work with it.
| Company evidence | Research decision |
|---|---|
| Wholesale or trade supply | Investigate distributor fit. |
| Installation projects only | Consider a separate project-buyer mission. |
| Editorial articles about solar | Do not infer a buying or distribution role. |
Review five shortlisted companies. For each one, write a single sentence describing how it earns revenue and who it serves. Where the answer is unclear, mark the role as unconfirmed rather than using a product keyword as a substitute.
A worksheet for your team.
Use this as a starting point. Replace the fields with verified information about your own business.
Company and website: Commercial role: Evidence for that role: Product or service relevance: Customer segments: Existing brands or possible conflicts: Unknowns to confirm: Decision: investigate / hold / exclude Reason and reviewer:
Before you move on.
- Commercial role is supported by a source.
- Product relevance is explained separately.
- Buying interest remains unconfirmed until expressed.
- Exclusions include a reason that can be reviewed.
Editorial guidance for planning and review. Examples are illustrative. Confirm your workspace’s available controls and configuration before live execution.