Beyond Known Borders: The International Expansion

International expansion desire

Your company has become successful in the country of origin with a product or service. In order to grow further international expansion is required.
Management has the idea and impression that the success achieved in the country of origin should be replaceable in other countries too.

In your own country direct sales was possible. Getting into contact with potential customers on local and national events and having meetings in your offices: all managed by the founder and the sales staff.

Crossing the border

However when crossing the border several problems:
– Language barrier
– No brand name
– No local presence
– Local competitor(s)
– Localization of product, solution or service
– Missing schmoozing with local influencers

How to address the international market

The question arises how to address the market:
– Hiring international salesman who travels frequently to the country
– Start-up with one local sales representative – from his home office
– Set-up your local sales team and facilities – the big market entry
– Use a distributor – trying to get resellers
– Get into a relation with an integrator: reselling and integrating your solution

Change in sales process

What is direct local sales at the home country, the sales efforts will get split up between:
– B2B (selling to the distributor and resellers)
– B2B or B2C for your end customers through tghe distributor or resellers

Thus by crossing the border the complexity of management, sales and marketing increases significantly.
In many cases companies should stay in their country and bury the dreams of international expansion.

How did you achieve international break through and success ?

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