What Are the Criteria for Success?
When the Johnson Group first meets with a prospective partner, we will work through an evaluation process together to determine the potential for success selling in European markets. The primary focus is product and operations specific, which includes evaluating competitive advantages, production capacity, company priorities, goals, resources, etc. Assuming favorable results, the next step is to conduct thorough research of promising markets to assess all the factors that could affect competitiveness or indicate opportunity.
General Evaluation Guidelines
In a more general sense however, some important basic guidelines can help qualify both a company and their product line as good candidates for an international sales program before we examine specifics. In our experience working with diverse companies in varied sectors through the years, there are certain criteria that successful companies and programs have in common.
Naturally, the most important factor is a quality product that will satisfy a demand and can be sold competitively. Almost equally important however, is a company’s commitment to the program and their willingness to work with us to achieve our mutual, predefined goals. In the same vein, there are several general criteria that can be assessed in advance to determine a company’s prospects for success selling internationally.
Considering the following factors it is possible for a potential partner to self-evaluate their interest and ability in meeting the requirements necessary for a successful international sales program long-term.
Product Criteria- Keys to Success
- Innovative, differentiated product
- High quality
- Distinct competitive advantages
- Benefits easily understood by consumer
- Cost competitive
- Reasonable production lead times
- Warranty provision
Company Criteria- Keys to Success
- Management accessible for consultation and strategic planning
- Long-term commitment to the export program and foreign customers
- Sufficient Production Capacity / Operational Scalability
- Export Pricing structure (see the Export Pricing section)
- Investment in necessary modifications (labeling, certifications, marketing materials, etc.)
- Tech support/ Training for sales representatives and resellers
- Promotional participation (trade shows, targeted promotions)
If these criteria describe your products and company it will be a good indication of the likelihood for success with an international sales program managed by the Johnson Group and will certainly warrant a more detailed discussion and investigation of actual opportunities in specific markets.
