Market penetration often fails because businesses fail to do their homework. They think they know how their market works and don’t feel the need to ask he market if it wants their product, service or solution, and if they want it the way the business has packaged it.
Going on what you think, not what you know can be very expensive and financially dangerous if a business is relying on their offering to keep them afloat.

Achieving Quality Leads had an American client trying to break into the UK market. It had set up a local office, but never checked out the market, figuring if it swam in the US it wouldn’t sink in the UK. We immediately recognised the need for some independent market research, and began developing prospects who might be right to take to the appointment stage. Our consultants are effective at doing both, and in fact made some appointments. But the real value was the market research that proved to our client that they could not be successful going it alone in a market where they didn’t have credibility or reference sites.

It also became clear that British wanted to do business with British. It didn’t matter that the home office was American, but they wanted a British based support team.

AQL’s recommendation, based on market research conducted by our consultants, was that this company would need to get into bed with British third parties, consultancies and consortia if they had any chance of being successful in their desired expansion. Coming to that conclusion required drawing out the right information from the right people, the decision makers.