specific to emerging markets. However, loyalty among sales staff is a major challenge in China, where employees in general have a higher turnover rate than other markets. This is a particular challenge for SME's that typically are seen as less attractive than larger multinational companies among talented Chinese people who, in a rapidly growing market, continuously seek better opportunities. scale up the business by reaching out to new customers in the mid-market. The sales people may not be willing to leave their current safe position in the high-end market and take on the risk of establishing a new market with new offerings and new custom- ers. There are several reasons for this: organization to handle. One means is to introduce internal training of the sales people and preparing sales tools, so they understand the new product and feel confident that they can go out and sell it with the right arguments. ever, if the established high-end position is not a burning platform, it takes more to convince sales people to take a risk. ish names of their furniture. But the compa- ny has had to accept that Chinese customers use the IKEA stores differently. The cafeteria has become a popular spot for eating and dating, and it's common for visitors to take a nap on the beds in the showroom. |