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Top Tips To Consider When Going International

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Presented at the UPS International Symposium - International Marketing Breakout Sessions

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Top Tips To Consider When Going International

  1. 1. Top Tips - What Every Business Should Consider When Planning To Enter International Markets Craig Letourneau AmeriChannels, LLC.Copyright AmeriChannels, LLC 2004 -2011
  2. 2. Collaborating with companies worldwide to drive sustainable revenue We work with clients to discover unique and cost- effective methods to enter new markets and develop incremental revenue streams in existing onesCopyright AmeriChannels, LLC 2004 -2011
  3. 3. Collaborating with companies worldwide to drive sustainable revenueSome of our clientsCopyright AmeriChannels, LLC 2004 -2011 3
  4. 4. Collaborating with companies worldwide to drive sustainable revenueWhere doyou start?Copyright AmeriChannels, LLC 2004 -2011
  5. 5. What questions would you like to answer? How many are already selling internationally?Copyright AmeriChannels, LLC 2004 -2011
  6. 6. TIP #1 - FIND SOMEONE WHO HASDONE IT BEFORE There is nothing worse than learning through trial and error • Culture, customs and language • Roadblocks and opportunities • Best approach for the marketCopyright AmeriChannels, LLC 2004 -2011
  7. 7. TIP #1 - FIND SOMEONE WHO HASDONE IT BEFORE (continued) There is nothing worse than learning through trial and error Minnesota Trade OfficeCopyright AmeriChannels, LLC 2004 -2011
  8. 8. TIP #2 – DETERMINE THE BESTWAY TO ENTER THE MARKET Whether selling to businesses or consumers there are many different go-to-market strategies • Direct - online • Use a distributor • Use a dealer or rep networkCopyright AmeriChannels, LLC 2004 -2011
  9. 9. TIP #2 – DETERMINE THE BEST WAY TOENTER THE MARKET (continued) Whether selling to businesses or consumers there are many different go-to-market strategies Your Company Distributor Reseller/Retailer/Rep Your CustomerCopyright AmeriChannels, LLC 2004 -2011
  10. 10. TIP #2 – DETERMINE THE BEST WAY TO ENTER THE MARKET (continued) Whether selling to businesses or consumers there are many different go-to-market strategies • Internet – direct or both • Website design options • Search Engines - Google, Yahoo, Bing, Baidu in China, Yandex in Russia, Naver in Korea • Google AdWords and othersCopyright AmeriChannels, LLC 2004 -2011
  11. 11. TIP #3 – DON’T TAKE THE EASY ANSWER. THINK LONG TERM Select partners carefully. This is a long term relationship and critical to success • Create a list of what is most important in the relationship • Assess the strengths and weaknesses of the potential partners to find the best fitCopyright AmeriChannels, LLC 2004 -2011
  12. 12. TIP #3 – DON’T TAKE THE EASY ANSWER. THINK LONG TERM (continued) Select partners carefully. This is a long term relationship and critical to success Client Story: Company doing business in Australia • Easy but wrong choice • Exclusive distribution agreement • Price sensitivityCopyright AmeriChannels, LLC 2004 -2011
  13. 13. TIP #4 – IT’S NOT THE SAME AS SELLING IN THE US Following best practices from the US doesn’t insure success in another market • What parts of the selling process are the most critical to localize • Customer motivation and influencers may be differentCopyright AmeriChannels, LLC 2004 -2011
  14. 14. TIP #5 – DON’T IGNORE THE LANGUAGE Many people around the world speak English. But it’s not the right thing to do everywhere • Just because customers speak English – it isn’t always the best option. But in some regions it is • The product itself may not need to be adapted to a local market, but sales materials, packaging, training and more may need to be reviewedCopyright AmeriChannels, LLC 2004 -2011
  15. 15. TIP #5 – DON’T IGNORE THE LANGUAGE (continued) Many people around the world speak English. But it’s not the right thing to do everywhereCopyright AmeriChannels, LLC 2004 -2011
  16. 16. TIP #5 – DON’T IGNORE THE LANGUAGE (continued) Many people around the world speak English. But it’s not the right thing to do everywhere Client Story: Company doing business in the Netherlands • English in Amsterdam • English taught in schoolsCopyright AmeriChannels, LLC 2004 -2011
  17. 17. TIP # 6 – CULTURE, CULTURE, CULTURE Everything needs to be acceptable with the culture where you are doing business • Consider colors, truth in advertising, humor, product naming and packaging • Pricing and landed costs can include more than shipping (recycling fees, value added local taxes )Copyright AmeriChannels, LLC 2004 -2011
  18. 18. TIP # 6 – CULTURE, CULTURE, CULTURE (continued) Everything needs to be compatible with the culture where you are doing business • Packaging recovery legislation • Used in 33 European countries but not all • Green Dot on packagingCopyright AmeriChannels, LLC 2004 -2011
  19. 19. TIP # 6 – CULTURE, CULTURE, CULTURE (continued) Everything needs to be compatible with the culture where you are doing business • 22 product categories • EU (30 countries) • Certifies that products have met EU health, safety & environmental requirements to ensure consumer and workplace safetyCopyright AmeriChannels, LLC 2004 -2011
  20. 20. TIP # 6 – CULTURE, CULTURE, CULTURE (continued) Everything needs to be compatible with the culture where you are doing business Client Story: Company doing business in Japan • Stylish new retail packaging • Graphics that don’t workCopyright AmeriChannels, LLC 2004 -2011
  21. 21. TIP # 7 – DISTANCE MAKES EVERYTHING MORE DIFFICULT Distance can make a difference, and “distance” is more than geographic • Understand what is most important and act on it • Market entry decisions need to look beyond the “math equation” • Dedicate a resource. Communicate often with your partnersCopyright AmeriChannels, LLC 2004 -2011
  22. 22. TIP # 8 – DON’T HIRE IF YOU WANT TO FIRE Local laws and regulations differ, but often are more stringent than employment laws in the U.S. • Letting someone go can sometimes be difficult • Local staff is not always preferable. Rep firms, distributors or partners often provide the appropriate sales coverage neededCopyright AmeriChannels, LLC 2004 -2011
  23. 23. SUMMARY Enter the market with your eyes and mind open. Go in with a plan • Get help • Identify target countries or regions • Determine a go-to-market strategy • Dedicate a resourceCopyright AmeriChannels, LLC 2004 -2011
  24. 24. Craig Letourneau cletourneau@americhannels.com +1 612-423-2363 Skype : craigletourneau www.AmeriChannels.com Questions?Copyright AmeriChannels, LLC 2004 -2011

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