By Cem Perdar
In my previous article, I talked about seller’s responsbilities in commercial transactions. In this article, I talk about the right product, which is the second leg of the tripod. The basis of trade is the product. A product is an important bridge connecting two commercial parties. These parties are the buyer and the seller. There are millions of large and small factories around the world. All of them have one purpose: to act as a long-lasting bridge between buyer and seller.
Every buyer approaches the manufacturer to buy the right product, it is an important point for the salesman to analyze the customer’s demand and recommend the right product. Choosing the right product is a critical threshold for more comfortable positioning and selling in the market. I would like to proceed with some more concrete examples on this subject. E.g ; You would purchase household electrical products for the Ugandan market. After some research, you find the right manufacturer and got in touch. You have done everything, even the first contact, the sampling process, the price comparison with the competitor products, and the result is positive at the end of the day. You also agree on product specs, quality and price. You have made the payment and placed the official order for the products.
After a while, the products reach the port of Mombasa and from there enter Kampala – Uganda. After the customs procedures are complete, the ordered products were moved to the final warehouse. The products are distributed to the dealers with great motivation and a very big mistake is noticed after a short time. All products are manufactured according to the voltage system of the manufacturer’s power cord country (Let’s assume as China) and these power cords are not suitable for the Uganda system. Alright, what now? All products must have their electrical plugs turned into the Uganda system one by one. And from the very first minute, a loss of image may occur at the side of sub-dealers and consumers. This can even affect the future of your product in the market because the first impression is a lasting one. Of course, an extra workload awaits you. So what will this extra work load cost for you ? The most important cost will be wastage of time. Of course, there will also be labor and financial losses. This example should serve as a lesson for all of us. To eliminate inefficiency, when purchasing a product, we need to look at all its technical details and functionality in order to obtain the best product.
Companies Rise or Fall on How Well They Renew Their LeadersAs an exporter for many years, my observation is; necessary analysis and research should be done very rigorously when bringing a new product to a market. The accuracy of the product, its technical competence meeting the market conditions and its reasonable pricing are of great importance for the continuity of sales. Product quality requirements may vary according to the purchasing power of countries. Some markets are only price-oriented, while others may be price-quality performance-oriented. Therefore, the requirements in the market must be taken into account when selecting the appropriate product to be imported into the market.
My advice is; meet with the manufacturer face to face and visit the factory at least once before ordering the product. In this way, by getting to know the product and its manufacturer better, you will minimize the possibility of a negative surprise about the product. Do not forget that the product you will offer to the market will be a mirror of you and your company. Therefore, every work you will do meticulously will return for you as an increase in monetary income and prestige.
Cem Perdar is Export Sales Manager/Africa at Pakmaya, Pak Holding
