INTASA knows which importers buy from its competitors, and asks them why

INTASA has made wood boards in A Coruña since 1947. Its MDF and particleboard go into furniture, construction and interior design, and its distribution network covers more than 70 countries.

One of its biggest challenges was finding new distributors, and then the right person to talk to inside each one.

“Why do you import from them and not from us?”

“With it, I can support my arguments and negotiations with concrete data on the operations and preferences of importers,” says Yulian Yuzkiv, International Sales at INTASA.

“I now have a clear understanding of which importers are buying from my competitors but not from me, allowing me to pose the question, ‘Why do you import from them and not from us?’ This additional knowledge provides us with a significant competitive advantage in negotiations.”

Qualifying importers by their suppliers

Looking at an importer’s suppliers tells INTASA a lot. If it already works with Spanish suppliers of similar quality, it is a good fit. If it buys only from low-cost suppliers, for example in China, it probably wants cheaper products than INTASA makes.

“This helps us identify importers who are more aligned with our quality standards and prices,” Yulian says. The team can prioritise its sales effort and build stronger relationships with the right importers.

“It is a very useful and intuitive tool for finding new customers in international markets.”