The problem – their sales & marketing efforts were completely focused elsewhere…
An emerging manufacturer of CNS products had absolutely no business in the largest air traffic region of ICAO. Considering this region also had the highest rate of growth in air traffic, it was identified as a priority market to penetrate. The problem – their sales & marketing efforts were completely focused elsewhere and the team had no experience in the region. As a result they had no market intelligence guiding their entry strategy while their company and products were virtually unknown by the customers. They bid on random tenders and were ultimately unsuccessful with all of them.
FES was engaged by the client to take over management of all business development activities within the territory due to its strong presence and track record in the region. A multi-faceted market entry plan was developed to generally increase the profile of the client with relevant customers while identifying and capturing a key customer with obtainable opportunities who was influential in the region.
Through its network, FES was able to quickly introduce the client to the customers and reinforce this through participation on the client’s behalf at selected regional meetings and events. At the same time FES conducted an all-in sales effort with the key customer which included multiple sales visits, product demonstrations, and the establishment of a local partnership.
As a result of this strategy, the client successfully obtained the contract with the key customer and it became a marketable reference site within the region. By conducting the parallel campaign to raise the client’s profile with other customers, they were ready to capitalize on new opportunities and FES helped them close two additional contracts with new customers in short order.