Describes what is customary in the market for sales and customer support.
Saudi Arabia is a relatively open, highly competitive market. Brand loyalty and established preferences are less developed than in some other countries. Consequently, sales service and customer support are indispensable to win and maintain clients. Saudis view a foreign firm’s physical presence in the Kingdom as a tangible sign of a long-term commitment. Prompt delivery of goods from available stock and the presence of qualified support technicians have become more important, and they influence repeat business much more now than ten or even five years ago. Government agencies usually require equipment suppliers to commit to providing maintenance and spare parts for an average of three years.