Maintaining and Motivating Overseas Representatives

Agents and distributors can be motivated in many ways to do the best possible job of market­ing and promoting the firm’s product. This could be accomplished by, for example, develop­ing good communications through regular visits from the home office, the organization of conferences, or provision of inexpensive free trips for representatives during a given period. It is also important to inform representatives of the company’s goals and principles and to keep them abreast of new developments in the product line, supplies, and promotion strate­gies and to assist in training and market development. Firms could also motivate representa­tives through provision of better credit terms or price adjustments based on sales volume or other performance-based criteria.

Source: Seyoum Belay (2014), Export-import theory, practices, and procedures, Routledge; 3rd edition.

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