CANADA EXPORT CENTRE CAN HELP YOU ESTABLISH THE MOST EFFECTIVE MARKET STRATEGY
Don’t be fooled – trade shows are tremendously flawed mechanisms if your objective is to penetrate new markets or uncover critical distribution channels within one. A Canadian Exporter recently told me that he has over 40 representatives around the world, a total sales figure of $2.5M, and an average unit sales amount of $500K. This translates to 40 representatives with the ability to sell only 5 units! What should that tell him? HE HAS THE WRONG REPRESENTATIVES. How did he come across them? Virtually all his representatives were found through trade shows. ADVANTAGE - BOOTH VISITOR
Imagine the advantages of being able to tell all kinds of tall tales to the company manning the booth. Now imagine the degree of control a competitor can exercise on an opponent’s ability to successfully penetrate their market. This is a well-employed strategy that befalls hapless export managers who think they have found a great partner – proceed to sign a deal – and subsequently sell nothing. Don’t let it happen to you. If you want to impress your new potential partners and show that you are a major player, know the market and its key players in advance. It is as my father used to say: “Success is 95% preparation, 5% execution”. The Canada Export Centre can help you prepare for success. THE RECOMMENDED TASKS TO MAXIMIZE OPPORTUNITIES IN A NEW MARKET:
Step 1 – Value Chain Analysis
Step 2 – Market Overview, Size, Growth, and Key Trends
Step 3 – Competitive Landscape Analysis
Step 4 – Regulatory Framework Analysis
Step 5 – Product Pricing and Margin Analysis
Step 6 – Preliminary Distributor/Buyer Identification & Assessment
Step 7 – Market Attractiveness, Evaluation and Recommendations
Step 8 – Go-To Market Plan
Step 9 – Arrange in-market trip – could include trade show attendance
Step 10 – Set up all key meetings with industry and company leaders in advance
Step 11 – Commit to a program to follow through on the interest generated The Canada Export Centre is here to help you establish the most effective and profitable go to market strategy possible. We can help develop, and most importantly, execute the plan. Please feel free to contact me directly to discuss.
Tel: 604-685-7823 ext. 116 or email: mark@canadaexportcentre.com Kind regards, Mark Mensing, CEO | 
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