Dynamic Export

So how do you secure this information in your export markets?

Take the Stephen Covey approach and begin with the end in mind i.e. take the decision that obtaining this information on an ongoing basis is critical to the development of your export business.

• Capture the questions you need answers too, develop a questionnaire (translated if necessary into the market language)
• Include some open ‘comment’ questions.
• Determine who and how many you will ask—distributor re-sellers, channel partners, end users
• In market visits direct to customers. Work with your channel partners if possible
• Put the questionnaire online—many of the online survey tools now support multiple languages.
• You can even start your own permanent idea research groups using tools like Idea Scale (Craig Rispin – Futuretrendsgroup shared this in a recent CEO Innovation Syndicate meeting.)
• Offer an ‘incentive’ to complete your information—research shows this increases the response rate significantly.

Then of course comes the hard part—taking the time to review the feedback—investigate further if necessary, thank the respondents and then adjust your strategy and processes accordingly.

If you find your in-market support partners ‘resist’ this process, this should make you question if they are the right business partner. They should be able to see how this process will add value throughout the value chain.

So when and how frequently do you seek this information? Clearly key elements of this research needs to be completed prior to establishing your export strategy and that is more challenging as you are often seeking information from ‘prospects’ rather than established customers. But then a regular process of feedback capturing should be established –at least annually. The process can also be targeted at specific times on specific issues to different customer groups—it is important not to ‘overload’ customers.

In a recent exercise for a client in a fabrication industry, the feedback results were excellent —with the ‘good’ providing the inspiration to review the company’s marketing messaging and the not-so-good highlighting areas where service can be improved.

With the dollar as high as it is and tipped to go higher this is a great time for you to capture the real ‘value’ your export clients place on your products and services.

Got something to say? Join the export forum here at DynamicExport.com.au.