Many companies find potential channel partners indirectly, at a trade show or via unsolicited orders, and believe that “going global” is that simple.
Then, after a few months of talks, discussions, visits and dealing with language barriers, sales are seldom generated. The right channel will require product training, support, product availability, continual communication and follow-ups to ensure success. The most challenging and frustrating part usually involves sales performance. Prior to entering international markets, companies need to establish distribution agreements and performance clauses, all of which start with good intentions: you buy, we ship, and you deliver. The model may be somewhat different, but the results are often the same –lack of sales. Agreements may give exclusive rights and territories to distributors yet travel, nationalism, and or cultural business practices may get in the way, even within their territory. You may be unpleasantly surprise to find that your exclusive distributor does not want to sell products in certain areas. Sooner or later you may find that continual visits are necessary to move things forward. More time and money will need to be invested before long. Don’t let this happen to your company. CIMA enables your company to have a “local presence” thus facilitating performance and managing results. We strategize, implement and evaluate to ensure goals are moving forward.
