Business guides listing

Sales and marketing

Sales and marketing

Your checklist

Create a sales and marketing plan for your EU target market

For each EU market, you should set out an annual sales and marketing plan as you would do for your domestic market. 

Your plan should set out:

  • Your sales targets for the year and how you'll achieve them
  • Resources required for your sales and marketing activity
  • Milestones over the year, to allow you to manage costs and monitor sales against target
  • Market research you may require to understand and segment the market
  • The specific sectors you'll target
  • Any market conditions you need to consider

Set out and prepare your marketing approach

Marketing to your selected EU target market will most likely include a combination of:

  • Digital channels - your website and social media tools
  • Direct marketing
  • Potential market visits
  • And/or appointing and working with your in-market partner – an agent or distributor

You should ensure your website caters for overseas enquiries from your targeted EU markets.

Another option is creating a landing page or pages in the country language to encourage better awareness and interest in your product or service. 

Your website should be simple to use and navigate, mobile friendly and be able to be found easily through listings on the most common search engines for your target market.

You should also use your social media tools – such as Facebook, Twitter and blogs - to drive potential customers to your website. 

If you are contacting customers/potential partners directly in market, find out which communication methods are most commonly used – email/phone/social media.

If you intend to visit the market or develop specific marketing material for the sector, account for any language or cultural nuances of the market. 

Using a third party

If you've appointed an agent or distributor, they should provide valuable input into any marketing material you prepare for the market.

Agree joint targets for the market with your partner in terms of sales leads and sales. 

Look to work positively with your in-market partner and build a good relationship, passing on any customer referrals to them.

Work with them to develop sales in the market. And ideally spend time with them over the year, either through a market visit or bring them to your company to understand the product/service better and any training required.

Selling into the EU market

Having set your sales targets for the market, make sure you track your progress over the year, either directly or through your export partner. 

All sales enquiries should be followed up and qualified, and undertake credit checks on large potential sales if you're selling directly.

For individual sales meetings, make sure you understand the selling process in each EU market.

Once you have made your sale, keep in touch with the customer, and seek feedback to allow you to adapt your product or service offering to the market.

As you develop your sales in the EU market, identify your priority customers, and ensure regular contact is maintained with these customers.

Get the right support and advice

Other resources to help develop your EU sales and marketing plans in the EU include:

Discuss EU sales and marketing plans for your company with one of our export advisers. They will help you prepare and plan for exporting to the EU – a free service for any company based in Scotland.

Contact us

Ask our experts about preparing an export plan.


All information provided on this web page is for general guidance only. The contents of this guide have been provided by our training partners, Upper Quartile. Upper Quartile is not affiliated with any of the third parties or listings represented on our website. Third party listings are drawn from public domain and industry body data sources. Due diligence on a given third party or listing remains the exclusive responsibility of the end user. Whilst every effort is made to ensure the accuracy of the details represented, Upper Quartile and Scottish Enterprise cannot endorse, recommend or accept responsibility for any transactions conducted between the user and a given third party or listing provided on this web page.