Brunei - Selling Factors and Techniques Brunei - Selling Factors
To differentiate themselves from local and third country competitors, U.S. firms should emphasize their strengths in quality, innovation, technology enhancements, and customer service. Bruneian customers have come to expect higher quality products from U.S. companies. Customers may choose U.S. products and services on the basis of "value for money," not solely on cost factors.
Brunei’s government is eager to increase FDI, as it seeks to diversify its economy away from hydrocarbons. The BEDB has identified several key industry clusters it plans to encourage within the export-oriented manufacturing and services sectors, including pharmaceuticals, food, petrochemicals, renewable energy, ICT, and higher education. Foreign firms are often encouraged to bid for projects and are often invited to attend pre-qualification briefings.
When marketing general consumer goods, U.S companies should keep in mind the cultural norms and standards of the Bruneian population. For example, a majority of the population is Muslim which means that food, pharmaceuticals, and cosmetics must be certified halal (meaning lawful and permissible to use/consume under Islamic law) in order to appeal to a larger market. Brunei’s definition of halal is, in some cases, distinct from other Muslim-majority countries. Information about Brunei’s halal certification process can be found on the Brunei Religious Council’s website.
It is advisable to conduct research on the possible implications of advertising or promotional activities before initiating them in Brunei. Bruneians are very active on social networks, including Facebook, WhatsApp, and Instagram, and these can be important marketing tools as customers will often rely more on these social networks for information on businesses than they do on traditional marketing sources.
Selling techniques vary according to the industry or the product involved, but they are comparable to the techniques used in any other sophisticated market. To gain a competitive advantage in the marketplace, U.S. firms should develop and maintain good customer relationships. In-person meetings with key contacts in the government and private sector can be helpful in developing and maintaining these relationships. Industry events, trade shows and product expos are also common and provide good opportunities to reach customers and potential business partners. Brunei customers flock to coupons, VIP discount cards, and special deals and are very price point conscious.
Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.