• Top Stories

The world is flattening and Indian products and businesses have begun to do well everywhere. But entering a new country is a tough game. If you don’t have contacts, distributors are unlikely to entertain you unless you play the pricing game, in which case you won’t make money for 5-10 years. Check out these pointers and break even in three to five years!

Pick a Place
First things first. Figure out which part of the world you are targeting—U.S.A., Japan or Europe? This depends on your business and which sector it belongs to. One you’ve figured that, start with a region that is close enough to your market. Choose an easy market first and there is a high probability (75 percent) you will succeed.

Customize Your Website/Products
Look at the culture of the place and make sure you imbibe it into the look and feel of your website. Some colors are considered inauspicious or offensive in certain countries. For instance, red is used for the deceased in some parts of South East Asia while it is generally a lucky color for most Asians otherwise. In addition, make sure all your contact details are in order and working. If you give out an email address, be sure to have someone man that ID. You must respond quickly, losing a potential customer is a loss of business. Link the international website with your domestic one for further credibility.

Good ol’ Cold Calling
You’ve got to be heard. First make a list of all the potential customers you want to reach out to. Once you know them, see if they have an office in India. Affirmative? Call them. The idea of a cold call is to get an appointment. Go meet their local counterparts first. If not, then use e-mail. Typically, if your mail ID is not on a spam filter, it will reach the respective inbox. In all probability someone will respond. Once you’ve got the first leg of communication going, follow it up with phone calls or mail to build a rapport.

Hire Experienced Sales Personnel
Some entrepreneurs are of the opinion that for a real quick reach into overseas markets you must have at least one or two experienced sales personnel. So if you do have budgets to hire slightly senior people, get hold of them. Their existing contacts and relationships in international markets will help you get there much faster.

Set Up a Regional Hub
This could probably come at a slightly later stage but is definitely worth its salt. So if you have a product you want to sell in Asian markets (Malaysia or Thailand) ideally you should set up a regional office in Singapore. It’s the closest business hub and much easier and cost effective to go meet potential customers within the region.

Attend Trade Conferences/Shows
There’s nothing like standing in a room full of customers/buyers, is it? Watch out for various industry events in your region of choice. It’s wise to make an initial investment in one such trip. Meet people, network and build a rapport. Nothing beats talking face-to-face with an individual.

Tap a Local Network
Use the local fella first! Try and find people locally who can connect you with customers overseas. LinkedIn and Twitter are good places to start with other than your own immediate network. Communities and groups within LinkedIn offer good opportunities to meet and connect with people who can lead you in the right direction.

©Entrepreneur April 2010

Tags:
business, call, customers, geography, international, market, Network, overseas, sales