South Africa - Selling Factors and Techniques South Africa - Selling Factors
Amendments to the Consumer Protection Act (CPA), effective since 2011, have changed many aspects of business in South Africa by introducing new legislation concerning manufacturers and service providers. This legal framework aims to protect the consumer through controls on product liability, sales and marketing practices, and fairness in consumer contracts, among other issues. The CPA shifts the burden of proof from the consumer to the supplier. Importantly, the CPA also provides the same consumer protection status to a franchisee in relation to the franchisor.
One way of launching a new product in South Africa is by exhibiting at a trade show. Promotional “giveaways” are also very popular. An editorial and/or advertisement in a specialized trade publication will also enhance awareness of the product. Although South Africa has eleven official languages, English is the typical language of printed promotional materials.
Direct sales to individuals on a personal, one-on-one basis by freelance agents are becoming a growing niche market industry in South Africa. Examples of products sold in this way include costume jewelry, plastic containers, lingerie and personal products, and personal health and herbal type products.
Thanks to the mature nature of the SA economy, there are many industry associations that range from employers' interests’ groups, to equipment importers, to professional service providers. Teaming up with an association is useful and in strategic sectors, often imperative.
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.