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 Appointing Agents

Selling through an overseas agent is an effective strategy. These agents serve as a source of market intelligence. Regularly sending the latest trends on the current fashion, taste and price in the market. Being a man on the spot, the agent is in a position to render his advice to exporter or new methods and strategy for pushing up sales of your products. He also provides you support in the matter of transportation, reservation of accommodation, appointment with the government as and when required by you. In some countries it is compulsory under their law to sell through local agents only. It is, therefore, essential that you should carefully select your overseas agent.

Consider the points listed below when appointing an Agent :

1. Size of the agent's company

2. Date of foundation of the agent's company

3. Company's ownership and control

4. Company's capital, funds, available and liabilities

5. Name, age and experience of the company's senior executives

6. Number, age and experience of the company's salesman

7. Other agencies that the company holds, including those of competing products and turn-over of each

8. Length of company's association with other principal

9. New agencies that the company obtained or lost during the past year

10. Company's total annual sales and the trends in its sales in recent years

11. Company's sales coverage, overall and by area

12. Number of sales calls per month and per salesman by company staff

13. Any major obstacles expected in the company's sales growth

14. Agent's capability to provide sales promotion and advertising services

15. Agent's transport facilities and warehousing capacity

16. Agent's rate of commission; payment terms required

17. References on the agents from banks, trade associations and major buyers

     Some source of information on agents are:

• Government Departments Trade Associations

• Chambers of Commerce

• Banks

• Independent Consultants

• Export Promotion Councils

• Advertisement Abroad.

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