Exporter Channel Audit
What proportion of your products are new?
0%
25%
50%
75%
100%
What proportion are approaching the ends of their life cycles?
0%
25%
50%
75%
100%
Rate your new product development program
Poor
Good
Aggressive
Can you identify the strongest competitor for each of your products in the target market?
Yes
No
Does each product have a solid Unique Selling Proposition?
Yes
No
Have you done a robust competitive analysis for each product, in each region?
Yes
No
Do your products require customisation or technical support in the market?
Yes
No
If so, can you provide this satisfactorily today?
Yes
No
My products don't require in-market support
Do you know the size of the available market for your products?
Yes
No
What sales growth aspirations do you have for the territory in the next two years?
5%
10%
15%
20%
Starting from zero
Can you name the players that account for two-thirds of the sales in the territory?
Yes
No
Can you identify 50 prospects by name and the buying contact in each one?
Yes
No
Do you have a good picture of the channels from which customers currently buy?
Yes
No
Do you base your prices on available pricing or cost?
Price
Cost
Rate you satisfaction level with your existing channels: 1 = low, 5 = high
1
2
3
4
5
On average, how many times a year do you visit your channels
1
2
3
4
5
I don't currently have any channels
To date, what has your main method of finding channels been?
Trade shows
Referrals
Searches
Approaches
Accidents
I don't currently have any channels
Does each channel have a budget for your products?
Yes
No
When the budget is not reached, what happens most often?
Channel is terminated
There's a financial penalty (eg. no rebate, higher pricing)
Training is provided
The budget if reset
Nothing
Do you part-fund any channel activities in the market?
Yes
No
If you have direct sales people, will/do they also manage your channels?
Yes
No
I don't have direct sales people
Do you have tight control over the margins your distributors make?
Yes
No
Do you understand the difference between an Agency and Distribution agreement?
Yes
No
Do you know what the Commercial Agents' Directive is?
Yes
No
Do you currently trade with any partners without written agreements?
Yes
No
Do you understand the termination conditions of all your current channels?
Yes
No
I don't currently have any channels
Do you ever sell to a distributor's customers and pay the channel a commission?
Yes
No
If yes, for what reason do you sell directly to your channel's customer?
Price or margin
The customer is a house account
The customer insists on buying directly
The channel is exclusive
A different reason
Do you own any trademarks, patents, copyrights or design registrations?
Yes
No
If so, do have a clear understanding of how they're protected in export markets?
Yes
No
I don't have any registered intellectual property
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