The most obvious solution, and certainly the simplest, is the direct sales to the Africans customer sfollowing a more or less sought-after contact.
This option is the most common option in case of occasional and / or sporadic commercial relationships in the broader context, in a relationship with the reliable buyer, which is thus characterized by a long-term relationship relationship with one another a scenario in which industrial relations are neglected and there is no planning for successive activities that will ensure the satisfaction of our interlocutor’s requests.
This occasional distribution approach is certainly the least demanding in terms of costs and resources, but the inevitable consequence is that the exporter will not have the certainty of the target market and the possibility to propose additional products and innovative solutions in the absence of a information on product resale, marketing strategies, and audience satisfaction.
It is a pity to think that many small and medium-sized Italian companies, which have excellent products or services, cannot propose their good in Africa, not because of the lack of appetite for what they offer but for commercial and marketing inability.
It could be a Great Wasted Occasion. Selling a product or service in Africa may require, depending on your industry, different resources such as, for example, business with knowledge of languages, customer service, logistics support, etc …
But these are not the causes that curb our companies, but the lack of knowledge of how to bid on new markets and open the doors of their businesses to new African customers. This is, in my opinion, the first difficulty we have to face it.