International sales - the big league!

What specific skills do you need, to be successful in international sales?

An understanding of the market and cultural differences

As you will see from my ‘sales tales’ in the book, you need to understand the people you are selling to and their culture. You need to read their history, their traditions, and their values. Selling to a Sheik in Dubai is very different to selling to a Costco buyer in Seattle!

The ability to produce your product for that market

By definition, the volumes for international sales need to be larger than your domestic sales in order to be viable. You need to ensure that your company can meet the demands of bigger orders and fulfil them in a timely manner. It is no good landing a deal to supply Home Depot in America and then realising that you are not able to meet their volume requirements.

Does your product comply with the legal requirements of the international territory? Do you have packaging and instructions in the correct language? Make sure these things are done before you start.

Solid realistic objectives for the territory and a realistic timeframe to reach them

Do not try to achieve too much too soon. Be realistic. A buyer will not lose their job if they do not buy from you, but wait a year to see if you are having any success before they jump in with you.

 Well researched logistics

Delivering your products internationally is of course different to delivering domestically. As well as the research into market territory you, as a company, must do your research into how you are going to ship and possibly warehouse your products (if that is necessary). Partner with a knowledgeable freight forwarder who has experience in the markets you are targeting. Make sure you understand the process and the costs involved.

 Budget

You need to raise a business plan within your overall business plan for international sales. The costs are different, the margins are almost certainly different and the cost of getting a prospect ‘into pipeline’ is way more expensive. Your sales cycle will be longer than domestic customers and the longer it is, the higher your costs will be. If you are planning a foray into international sales you must have the backing of your management and a solid budget behind you that take these things into account.

 Your personal commitment

International sales may seem glamorous. The reality is that on a tightly planned overseas business trip you are likely to see an airport terminal, the inside of an Uber, a drab hotel room with room service and a customer meeting room. To maximise your time in a territory you may be going from one prospect to another and see virtually nothing of the country you are visiting.

It’s also true that you will be away from home a lot. This suits some people more than others, but I would urge you to be honest with yourself before taking an international sales job on. Can you really be away from home for weeks at a time? 

The ability to sleep anywhere!

It sounds glib, but it is true. International travel on a regular basis is exhausting. You will find yourself waking up and wondering which city you’re in today! Jet lag is a real thing and waking up in the middle of the night then not being able to go back to sleep is painful for your mind and body. You will need to train yourself to sleep when you can.

Some basic knowledge of the local language

Business is mostly carried out in English around the world, but if you learn some basic words and phrases in the local language, it will get you far. The minimum, ‘hello’, ‘goodbye’, ‘please’ and ‘thank you’ are essential. If you are fluent in a foreign language that is spoken in your target territory you will have a major advantage.

 The backing of your Trade Association

Every industry has an associated Trade Association. Find yours and join if it is appropriate. They are usually staffed by people who have many years within your industry, and they tend to have ‘been there and done that’. Their advice and contacts are usually second to none and they will often guide you on a particular territory and potential customers within that territory. They will often have ‘meet the buyer’ events which you can attend to meet overseas buyers visiting the association. This, in itself, is worth the cost of membership. Trade Associations are often also the gatekeepers for government funding of overseas exhibitions and conferences.