Phase one: establish the regulatory pathway
Before prospecting, confirm what is required to place the product legally in your market: registration route, local representative requirements, labeling and language obligations, and expected timelines. Selling ahead of the pathway creates commitments you cannot deliver.
Phase two: two reference accounts, not twenty prospects
New territories are won by references. Choose two accounts that are visible in your market, support them intensively through installation and training, and document the operational experience with their permission.
A wide, shallow pipeline in month three usually converts worse than two deeply supported installations.
Phase three: service capability before volume
Define who installs, who trains, who responds to a fault, and what spare parts are held locally. Volume without service capacity generates support debt that consumes the margin the volume produced.
Phase four: repeatable commercial motion
Standardize the quotation process, the demonstration script, the objection responses and the documentation package. When the process is repeatable, additional agents scale the territory instead of diluting it.