It is easy for channel partners abroad and many countries where the whole world weeps for you, but as we know, what is good? You get what they know and how they are connected to high-say, people very high level - I even guys show me pictures of themselves standing next to some travelers and asks his old school friend . What you see is not so easy to deceive, they are men, many less professional companies that we foreigners, please send the hook. Another thing that I once I had a phone call in my hotel room about 3 hours before my flight back from a man who said he had a contract for similar goods is imminent and should be seen immediately. It turned out that the cousin of a man who had spoken took a few days before another company and tried to concentrate on your business from his cousin - not long until I see it played, I coincided with two of his companies on my list, but these things happen.
To avoid, as you know Sharks made a mistake? Now, to ensure that you start with a large number of professional market research that is not good or there for you. Contact your local trade mission are interested in the country and on their advice and recommendations to have the use of networks of valuable contacts of people who have years of experience in these markets, attend trade shows for your industry in your countries, what business is important and are professionals.
For really good partners, how they think you put on your shoes. If you have deleted thousands of miles and was 6 to 18-hours time difference, which seeks from the beginning. What would be the motivation you need to choose their suppliers for the competitor? After working for a company very successful in overseas distribution of high technology could say - in a word you are looking for products or services, the introduction of your market, as it launched its own brand market leader. The details of this market and I personally hope a better understanding of what makes a good group of international partners channel can be divided to ensure:
Channel Partner Expectations
• A chain of good will of partners want to be your supplier, a respected leader in home and / or international market. The company worked with did not even touch each supplier that is lower than the number 3 in terms of their domestic market share.
• The product or service must be competitive if the transfer to the local market. These filters also up to the base price for the sale or delivery to the retailer, which lie ahead. The margin of channel partners are expected, ie the quantity and value of sales when you sell thousands of PCs then a margin very low, often below 10%, but if you are running more large volume of goods, then prices will be much higher. In my company we have to sell and looking at a cash cost of between 33% and 40% after landing and make it clear.
• Quality must be consistent with market expectations - if the delivery will be to Japanese companies, the OEM product that you probably want their men to control the quality of its manufacture their own conduct testing and send recommended changes.
• The obligations on the security of the site must be fulfilled - the application of certain countries in 2 years, so if you have only 30 days in the United States give to this factor. Some vendors require a surplus of products to meet them, for example, ship 102 to 100 orders.
• It is expected that they have an excellent backup and support services and an extension of his “family” which, in some ways an interest in representing their country to be treated to obtain. This applies equally to all aspects of contact with their sales management, technical support through the support and warranty support services, and sometimes even access to his house in the maintenance and lack of systems registration and monitoring.
• You expect excellent references from other users of your products / services and make these projections to their customers. Sometimes could mean one of its customers who request a visit to one of its customers around the world.
• You expect that in their marketing campaigns and access to your marketing materials and copy it to mount the literature. If you take this on their local advertising, promotions and trade shows.
• Today, the channel partners ahead of many of their international suppliers have a well documented “plan or program partners, which has clear expectations and obligations of both parties.
• Expect to be effective and it does not matter whether it walk uphill to get there.
• You do not want the dispute Clear Channel. If you appoint more channel partners in a country, then trying to distinguish between them, for example, a sale of the government more than another at just the automotive industry or geographical coverage.
• Want access to executives, this may, for climbing, but very often in Asia, is a cultural issue and not register to receive counterparts of high-level executives have spoken to light eyes and feel comfortable.
• Daily management of programs is expected to completed by one of its specialists are ready and this is not an office assistant at the conclusion of contracts.
• expect to succeed! You can not do for you, they do for themselves and money from their resources.
• you do not expect to be abused. No partner channel devoted to a company, although it is a success, which will occur after the local market and would directly cut, then they think.
Channel Partner Profile
• Must be a good balance with the introduction of other “products and services in your local market. I hope it will not be his first foreign company, and they have done before and know how to negotiate with other international companies.
• The major industry players in their country.
• If any of his competitors do not hesitate to ask them directly. The last thing we need is a long contract only to discover that the door must be kept of their product market and sign.
• Must be a mature society and strong - Get examine your financial guy, and enforce appropriate financial controls. Of course, this should be a main function of appointing channel partners to third parties.
• They must be complied with by the user base end customer - you make a request to be in direct contact with customers and provide their opinion on the company “XYZ”, we would be happy to buy from them when they are appointed?
• Must have good public profile and recognition as an ethical company.
• Do I have a wide network of contacts with the appropriate level of individuals.
Chain partners’ involvement
• must be prepared to commit resources - where I worked as a manager of a team of 6 new recruits for the new product, which I signed work of gravity.
• Must be financially committed - it is not intended to give an initial density was good (even if it’s a good thing), but to help the committee by his superiors for this company as a whole. This means that funding for training, which could in foreign products possible location, and translation of manuals and literature, marketing, product launches, shows, exhibitions, advertising, sales promotion initiatives and campaigns, etc.
• You must perform a support role post-service customer sales and provision of warranty obligations. Ideally, they should integrate their products, under the current management services.
• Must be results oriented and want a quick return on their investment, the more pronounced are the more likely you will see the results.
I worked on both sides of the fence and was responsible for global expansion by appointing channel partners in South Africa, Western Europe, Middle East and Far East. I still have the task to a project, and because they understand their motivations and their drivers, and it is moving a big plus for me. The most successful channels are dedicated and long-term success not just in it to commit to a quick buck. I do not find exactly the right part, we all must sometimes make compromises, but if you stand in front, it will be much closer to choosing the best partner (s). Good luck!
