Managing an International Sales Network
Module 1 : Adopting the best export development strategy
1. Selecting the appropriate structure
- Understanding the dangers of exportation
- Identifying the markets, the products and the adequation between market and product
- Assessing the motives of the firm and of the export network
- Studying the direct solutions (representative office, affiliate) and indirect solutions (appointed agents, importer-distributor)
- Analyzing the comparative strengths and weaknesses
2. Choosing your way of implanting
- Finding the data
- Analyzing the structures of competition
- Evaluating the existing agents (compared with the key success factors)
- Establishing the articles and conditions
3. Establishing the distribution contract
- Measuring the importance of the contract
- Defining the respective obligations
- Identifying the aims
- Organising the reporting
4. Setting the structure
- Operating the transfer of competencies
- Setting a shared structure or a dedicated structure
- Choosing a brand strategy or a portfolio strategy
- Adapting the sales gambit and the objection-handling
Module 2 : Managing an international sales network
1. Setting up a sense of security
- Understanding cultural dimensions
- Making the distinction between emotional and cultural intelligence (Mosakowski)
- Identifying values
- Knowing the different modes of operating
2. Communicating and negotiating
- Identifying one's own style of negotiation
- Convincing one's interlocutor
- Applying techniques of communication in an international context: written forms, remote meetings, reporting, on-site meetings
3. Developing network performance
- Making a clever use of Hofstede's model
- Analysing the antagonism between the objectives (brand logic vs. portfolio logic)
- Making the objectives clear
- Acquiring motivation tools according to cultural data
4. Controlling the results
- Reminding the initial strategy pattern
- Setting the action plan and fixing the budget
- Building the tools and the reporting
- Selecting the evaluation criteria
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