Turkey - Selling Factors and Techniques Turkey - Selling Factors
When employing a manufacturer’s representative or agent in Turkey, an American firm is advised to provide full support regarding literature, technical information, budget and advertising and promotional materials. Potential government buyers and private-sector importers should receive catalogs and other literature clearly indicating the name and address of the local representatives/distributors.
The importance of personal contact in Turkey cannot be overstated. Regular visits to government and private sector customers demonstrate a dedication to the market and U.S. companies are encouraged to support their in-country representatives by joining these meetings whenever possible. Each sector has its peculiarities and challenges, which means it is important for U.S. companies to develop customized marketing strategies to be successful. Some government customers require extensive briefings, demonstrations and trial units, while private sector customers are typically driven by cost and time factors. Some government and military agencies have set guidelines for formal presentations, which require a specific lead time to complete the required procedures. For example, the Ministry of Defense requires companies to apply through its Technical Services Department for official briefings to relevant departments. See the guidelines for formal briefing applications.
Another common and effective practice is to invite the representative/agent to the United States every year for an annual sales strategy meeting.
In larger Turkish cities, international trade promotion events, such as fairs, exhibitions and seminars, are common methods of sales promotion. These fairs also provide opportunities for U.S. companies to assess and meet existing competition, since most major foreign and local suppliers participate as well. Event catalogs serve as 'trade lists' on specific product categories. Currently, there are about 70 international fair and exhibit organizers in Turkey.
CS Turkey promotes attendance by prospective Turkish buyers at major trade shows in the United States and Europe. Sector specialists take Turkish business delegations to trade shows in the United States under the International Buyer Program and counsels U.S. delegations that attend European, and Middle Eastern trade shows. Likewise, the Foreign Agricultural Service (FAS) organizes trade teams to U.S. agriculture and food shows. CS Turkey will continue to coordinate with other U.S. Commercial Service offices and event organizers to facilitate the visits of buyers to these events. The events promoted by CS Turkey are listed on CS Turkey’s website.