What are the biggest mistakes a company makes when evaluating its international sales strategy?
There are three major mistakes that I see repeated regularly by companies evaluating their international sales. The first is a lack of good information. Even some of the nation’s largest equipment manufacturers make this mistake regularly. The problem is that their salespeople often provide information they think the home company wants to hear, not an assessment of the facts and actual situation. The second mistake is accepting lower sales. Numerous companies, from the largest multinationals to smaller firms that export into two international markets, are satisfied with a fraction of their sales in target markets because their expectations are lower internationally than in their domestic market. The third is the mistake of choosing and working with the wrong partners. Because many firms choose the wrong partners, establish a bad joint venture, or engage the wrong distributors or resellers, they often lose sales and experience higher costs. Frequently they find it difficult to end a rel
