One of the great things that have happened since the reforms in India initiated in the early 1990s is the enhanced mobility of workforce in and out of India. For Indian electronics design companies, managers, and engineers, with this mobility comes exposure to potential customers in the USA and Europe (I will call this the ‘West’). But while there is a great deal of interaction with the West, it seems that many Indian entrepreneurs in the tech sector forget some of the basics of how to acquire customers – or at least how to acquire those in the west and how the process is different to winning customers in India.

In recent months, I have met a handful of companies in India who have asked me a very simple question: “I want you to give me customers in the UK or Europe”. While this might be a very valid question, I am often left wondering whether any thought has been given as to how these customers would be won. I would have thought a lot of groundwork needs to be done before this point has been reached where a potential customer or prospect is ready to ‘sign on the dotted line’.

To read my full articlle on this visit my page on EE Times India - click here.