Market research: start with the buyer’s requirements
Before entering a new market, identify who buys, how the product will be used and how suppliers are evaluated. Build a research checklist covering applications, technical requirements, delivery terms and after-sales arrangements. Use customer interviews and business discussions to test assumptions rather than relying on market size alone.
Exhibitions: turn conversations into next steps
Define your target customers and meeting objectives before the event. Record each prospect’s requirements, decision-making roles, project stage and agreed next steps. After the event, prioritise leads by readiness and assign an owner and a specific follow-up action, rather than measuring results only by the number of business cards collected.
Technical support and after-sales service: keep a clear record
For equipment projects involving multiple languages, a shared issue log can capture the model, operating conditions, symptoms, photos or logs and progress. Record agreed technical explanations, site arrangements and response timelines. Responsibilities and costs should follow the contract and any subsequent agreements.