Lesotho - Selling Factors and TechniquesLesotho - Selling Factors
Purchasing power is significantly concentrated in urban areas, though the majority of the population (80%) lives in rural areas. The majority of Basotho in urban areas are interested in quality, but price still plays a more important role in the purchase decision. Overall, U.S. products are well accepted in the market and are considered of good quality; however, in many instances they must compete against lower priced products, especially from Asia. In order to compete effectively, American companies should foster close relationships and maintain regular communication with representatives, agents, and distributors of their products. A close relationship allows the supplier to keep abreast of the changes and developments in local market conditions and assess the competitiveness of its products. Frequent training and support for after-service activities are also key elements of the success.
There is growing brand awareness, which makes it important for American companies entering the Lesotho market to register their brand names with the Registrar General’s office. Companies should also be prepared to invest in marketing to promote their brands. 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.
There is growing brand awareness, which makes it important for American companies entering the Lesotho market to register their brand names with the Registrar General’s office. Companies should also be prepared to invest in marketing to promote their brands. 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.