Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.
Last Published: 10/30/2018
Once a U.S. firm appoints a manufacturer’s representative or agent, the agent generally expects the principal’s full support with respect to literature, technical information, and advertising materials. Possible public sector buyers and potential private sector importers should receive product catalogs and other literature clearly displaying the name and address of the local representative or distributor. A common and highly effective support practice is to invite the representative or agent to the principal’s country every year for annual sales and technical support meetings and training. Both agents and, if possible, their principals, should periodically visit existing and new customers since the importance of personal contacts cannot be overemphasized. U.S. exporters often fail to win or keep contracts because they fail to listen to or get to know their customer well enough.
 
In order to be competitive in the local market, key selling factors include price, quality, effective and convenient after-sale service and support, payment terms, discounts, and commitment to the business relationship. Payment installment plans and discounts are common marketing tools in a market that exhibits high price-driven demand.
 
Marketing schemes vary and include commercial discounts,, free service for equipment purchased over a limited offer period, give-aways, warranties, trade-in opportunities, and promotional events. For consumer products, Kuwait inaugurated a local shopping festival called “Hala Febrayer” (Welcome February). Special offers and promotional campaigns are common during this period, with hotels and other entertainment centers offering special rates and deals to attract shoppers from the region. Companies are reminded that all sales discounts require prior approval from the Ministry of Commerce and Industry.
 
Exhibitions in Kuwait are local and regional in nature. The best attended shows tend to be in the United Arab Emirates. The support of a local representative or agent will go a long way in establishing a presence for the U.S. partner. Participating alongside your representative makes good business sense.
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.


More Information

Kuwait Trade Development and Promotion