Revitalizing Underperforming Markets: 8 Action Steps for Export Managers

The first step? Admit there's a problem. Too many export managers cling to hope that "next year will be better" while sub-par trends continue. Remember: it's your quota and reputation at stake.

Here are 8 proven action steps to turn things around:

1. Revisit Your Brand Proposition

Visit the market. Study how competitors position and sell their products. Adapt your message to resonate with local buyers.

2. Understand Local Consumer Habits

Deep-dive into prescribing and purchasing behaviors. I recently worked on an established treatment concept in the USA that was entirely new to KSA—requiring us to modify our messaging and educate customers from the ground up.

3. Adjust Investment Levels

Consider co-investing in marketing with performance-based structures ($1 per box or % of sales). This shared commitment often revitalizes performance significantly.

4. Establish Clear KPIs

Implement a platform to track brand performance against actionable metrics. Early diagnosis enables faster fixes.

5. Train the Distributor's Brand Team

Invest time in training them on your USPs, FAQs, and join them on market visits. Their knowledge directly impacts your success.

6. Share Success Stories

Present case studies from similar markets and collaborate with the distributor to replicate those wins locally.

7. Deploy a Brand Representative

Assign a team member to spend 3-6 months in-market to open new accounts and optimize existing ones.

8. Consider Distributor Replacement

Sometimes distributor priorities shift, and your brand loses focus. Don't waste time—follow best practices to transition to a more committed partner.