What is the Process?
The following outline, broken down into phases, shows the general steps the Johnson Group follows with a prospective partner company to assess potential, plan a strategy and start an international sales program. The goal is to delay your expenditures and final commitment until we have determined there is a genuine opportunity and we agree on a general operating plan. Each situation is unique of course, but this represents the basic framework.
- Initial consultation to assess potential, determine resources, define goals
- Discuss outline of a European sales and marketing plan specific to product line
- Preliminary market study to assess demand, competition, opportunity and feasibility
- Sign performance-based agreement
- On-site training in company products and business practices to gain product knowledge and ensure compatibility of operating methods
- Finalize strategic plan targeted to best potential markets
- Modify product labeling and packaging as necessary
- Obtain product certifications as required
- Adapt and translate marketing materials
- Implement sales plan
- Prospect / Promote / Sell
- Refine sales and marketing plan based on customer feedback / market response
- Promote products through international trade shows and select promotions as appropriate
- Achieve reasonable penetration of all potential distribution channels in target market
- Refine offering based on lessons learned
- Expand sales and marketing efforts to additional targeted markets
Phase I – Initial Assessment / Preliminary Research
Phase II – Formalization / Preparation
Phase III - Implementation
Phase IV - Expansion
Benefits of a Staged Plan
- Delays expenses until opportunity is evaluated and potential is determined
- Emphasizes flexibility in tailoring plan to company goals, capacities and resources
- Ensures thorough preparation of operating plan prior to execution
- Allows for focus on details of each step
- Postpones commitment until information can be gathered and a decision point is reached
- Facilitates collaboration between us and our partner companies
At the Johnson Group, our goal is to design an international sales plan that has the best chance of success. We proceed methodically in building a strong foundation for our program and we strive to ensure that our partner companies are comfortable with the commitments and investments necessary for our mutual long-term success.
