Building Blocks of International Success
Direct Selling is a steadily growing field. The World Federation of Direct Selling Associations reported in 2016 that global sales increased by 7.7-percent in 2015. It is no surprise then that many organizations are looking for global markets for growth opportunities. Companies that successfully meet all the possibilities and challenges of their domestic markets are those most primed to take the first steps on the international road. They have a solid product or service; their customers know they can rely on them for a quality product, as well as quality of service. Companies that know their domestic markets intimately, have mastered the art of the sale, and have fostered long-term relationships with their customers, are ready to make their move.
Self-assessment (what works, what doesn’t work, and why) and self-understanding (what makes your company unique in terms of organizational culture) are the foundation of international success.
Understand yourself
The trick then is to hold a mirror up to that success and take a closer look in preparation for moving abroad. Discover the specific elements of that local success and expand them with an eye to moving international. Going global requires a company to know itself as intimately as it knows its market and product. Self-assessment (what works, what doesn’t work, and why) and self-understanding (what makes your company unique in terms of organizational culture) are the foundation of international success.
Don’t let the thrill of going global cloud logic. Make the move internationally based on strategy rather than opportunity.
Examine your strategy and goals
One of the first questions to ask when considering expansion is whether or not the new market fits your overall goals and objectives. Don’t let the thrill of going global cloud business logic. Make the move internationally based on strategy rather than opportunity. Large multi-national corporations, such as Starbucks, Walmart and Tesco, have made similar mistakes and been sent home to lick their wounds. Sustainable and smart growth in line with organizational objectives and goals is the most important thing to keep in mind.
Choose a new market
Once a clear understanding of those goals and objectives is achieved, look for a compatible market. Do on-the-ground research to gain a first-hand understanding and experience of the new market, customers, and what business is like there. Are there customers who will buy the product or use the service? Is the new market similar to your current one? If the answer is yes in terms of language, laws, and commercial practices, then the market may prove a good fit.
Understanding the new market will make it easier to find a local partner or distributor, to be culturally sensitive and aware to make transactions run smoothly without undermining your own organization.
Understand the new market
A deep understanding of the new market allows a company to tailor everything from marketing to packaging to customer support in order to attract and satisfy the desires of your future customers. It will also make it possible to handle the logistics of doing business in a new country. Understanding the new market will make it easier to find a local partner or distributor, to be culturally sensitive and aware to make transactions run smoothly without undermining your own organization.
Train staff at home
International expansion, even to a country with a similar language and culture, requires an outlay of resources for initial research as well as set-up. That means working closely with existing staff at home to educate themselves about the new market, training new hires at home to help with the additional workload, and going to the new country to begin the nuts and bolts of growth. Remember, too, that while expansion to a global market is exciting and time-consuming, the existing market cannot be ignored. It is, after all, the foundation on which all of this is built. Neglecting it will only result in damaging the future.
In-country team members require a clear understanding of the organization, the product or service, and the company culture in order to move forward with their work as translators, sales reps, distributors, and customer support.
Collaborate with the new local team
A deep understanding of organizational goals and objectives paired with extensive research into the new market makes it possible to effectively train international team members. In-country team members require a clear understanding of the organization, the product or service, and the company culture in order to move forward with their work as translators, sales reps, distributors, and customer support. It will also allow team members from the home country to collaborate effectively with them. Collaboration and cooperation will become the first order of business, which will help avoid cliques based on culture or language.
Learn cultural norms
A market consists of people: customers, business partners, and staff. Research not only the business side of the market, but also the cultural and social sides of it, too. Find out how people talk to each other when conducting business. Don’t assume the ways it’s done in your home country is the same everywhere. While some business cultures are direct and focus on the deal, others spend more time talking and building a relationship as part of the process of doing business. Don’t assume that time spent together drinking tea or eating a meal is purely social and superfluous. It is all part of moving forward in a new market.
Even when starting out in a country with a similar language and laws, there will be moments that catch everyone off guard. Keeping an open mind and being prepared to implement creative strategies to meet these new challenges will be key to success.
Be flexible
Working in a new country and culture requires large amounts of flexibility and understanding. There will be plenty of surprises and more than a few misunderstandings while moving forward on the road to international success. Even when starting out in a country with a similar language and laws, there will be moments that catch everyone off guard. Keeping an open mind and being prepared to implement creative strategies to meet these new challenges will be keys to success. Remember, while the dream may be to have your product and service in every home in every country, it won’t happen overnight. Take small steps, one country at a time, to find your way.
Globe Photo by i naina _94
Group Photo by Kevin Dooley