E1 | Service delivery model

Getting your product sold and shipped abroad is only half the story. What happens after the sale is just as important.

Customers may have questions, want spare parts, or expect repairs. Some products need regular maintenance. How will you organise that? And who’s going to help you?

There are different ways to arrange this. Some companies offer support directly, while others work with local partners. The two most common roles are:

• An agent is the middle person between you and the customer. They never own the product. Instead, they promote your company and help you make direct sales. You send the product and the invoice straight to the buyer. An agent usually earns a fee based on the turnover they help generate. A good agent also shares useful market information: who the customers are, what they need, and what your competitors are doing.
• A distributor buys your product and becomes its owner. They sell it to local customers, often with a profit margin added. Distributors usually keep stock and may offer services like installation, spare parts, or repairs. They might also sell products from other brands, which can be an advantage — or a risk. Unlike agents, distributors often share less information with you. It depends on the relationship.

Your choice of Incoterms also matters: it affects how far your delivery responsibility goes. As you probably know, Incoterms are international rules that define who takes care of shipping, insurance and risk. This also influences what your customers expect from you in case of delays, damage or problems after delivery.

Why this assignment matters
Export success doesn’t stop at the border. After-sales service helps build trust, increase customer satisfaction and create long-term value. A clear service delivery model helps you plan who does what — and what kind of support your customers can expect.