Hoping To Sell To An International Audience? Consider This Advice

Hoping To Sell To An International Audience? Consider This Advice
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When it comes to selling anything, the demand for such a product or service will determine if that sale goes ahead, not just the quality of what you have to sell. This is why businesses, no matter how successful they are, continually look for ways in which to penetrate and permeate new markets, as well as widen their reach in the markets they are currently a part of.

After all, if you have more people to possibly sell to, the more people will purchase your goods. It’s a statistical approach, which should always be backed up by market research, but can work wonders in expanding your reach and output. Of course, perhaps you feel as though you already have achieved a good amount of success in your local or national markets, and are thinking about opening your goods for international delivery.

Of course, this process is a little more complex than simply allowing people from other countries to buy goods on your website. There are many concessions and new legal norms you will need to contend with in order to make this process a reality. In this post, we’ll discuss some of key components in a mini-guide that should help you get started towards this end. Without further ado, please consider:

Understand The Market

It’s essential to understand the market that you’re going into, for the very important reason that this may have shifted by the last time you scouted it, or that it may differ quite considerably to the market you’re used to.

After all, markets are influenced by so many variable factors that no two are the same. Fitting into this area, then, requires deft research and the willingness to truly observe a spot where you can be placed. This may also indicate a need for changes in your marketing material, or who you even market a product towards. 

The variables of a given market may also determine the exact price your product can be marketed at. For instance, a product sold in Poland will generally be less expensive than that same product being sold in Dubai. As these two countries are diametrically opposed in a lot of ways, it’s also essential to understand:

Understand The Culture

Let’s begin this by using an example. Men in some countries are more comfortable wearing robes as a means of daily dress than others, where dresses may be considered more feminine and aren’t necessarily crafted by clothing designers hoping to appeal to men, or at least, this has been the trend so far.

As such, it might be that the accessory you hope to sell abroad needs to be retrofitted to those who may be wearing this style of dress so it can more comfortably fit with that aesthetic. Little changes like this can make a profound difference in your strategy, as well as how your product is used and regarded. so try and identify most if not all of the variables you should pay attention to in this light.

Additionally, some norms may cause a real problem elsewhere based on what a certain product is expected to be. For instance, Dasani, Coca-Cola’s brand of water, had an unsuccessful launch in the United Kingdom based on a popular television show mocking the use of reselling tap water in bottles, as well as how this impression rode against the usual regulations that would define ‘mineral water.’ You can learn more about that in this video.

Without the proper cultural research, it can be that your market analysis is only half-understood. Take your time and understand how a rollout in a given country might be, even if you’re just prioritizing the ability to help them purchase from your website in order to import your products.

Understand Regulations

Of course, there are some countries where your particular enterprise simply will not make it past the border thanks to regulations put in place in order to prevent the selling of that good in that country. That’s not to say that the product won’t be able to make it past customs, as bringing home snacks or goods from other countries is something that people do all the time. 

However, outside of exporting your goods as a purchase initiated by someone outside of your country, it may be that setting up an actual business premises and registering your product there is not possible depending on what that legislation involves. For instance, the European Union economic zone is known for having exacting and high-quality safety standards surrounding many of their products, and for that reason, they are notoriously shrewd in which products and companies they approve of. Performing your research ahead of time will enable you to understand what those regulations entail.

Make The Process Simple

If someone from an international market wishes to purchase from your brand, it’s a good idea to allow them. This means curating your website to be as accessible as possible in a worldwide fashion.

This is why more and more companies are taking the time to offer different language renditions of their product and checkout pages, in order to appeal to those who cannot speak the mother tongue of the businesses’ leaders. For instance, Beyerdynamic is a German headphones manufacturer known for their high-quality audio equipment and studio-quality headphones. Their customer service department is staffed by people who not only speak English, but are multi-lingual, or at least can refer you to a support agent who will be able to give you direct communication. This has enabled them to reach the world over with their products. 

Making the process simple can also involve accepting a range of payment methods, or international formats like PayPal. Auto-converting currencies can also allow someone to more easily price that which they hope to purchase from you, as well as using calculator tools to assess the shipping costs and timeline of delivery, which will no doubt be much longer than if purchased within national borders. Still, the more information you can give, the more likely your customers will feel as if you have their best interests at heart.

Packaging & Logistics

Of course, sending your products from one place to another, from one country to another, requires careful planning and proper packaging and storage. Sometimes, this may mean wrapping such a product in more robust and durable packaging than usual, using larger boxes, packing peanuts and foam to absorb shock where possible. This can help prevent any reasonable expectation of hardship that may happen when being transported with a range of products.

This also goes for how you pack within shipping containers. These storage ideas can help you get the best out of your packaging needs regardless, allowing you to make sure your products arrive around the world in the best condition they possibly can be, as close to fresh and new as possible, ideally with no deviation from that start point.

Empower Your Brand Name

Empowering your brand name abroad can also be a worthwhile use of your time. This might involve using the internet to market in those areas where necessary, as well as making sure your website is accessible to all.

When selling a product abroad, perhaps sending along some free merchandise like a pen or hat can help spread your brand name organically, too. As you can see, little techniques will allow for more brand recognition, as well as widen the potential for those hoping to grow and develop as necessary.

With this advice, we hope you can continue to sell to an international audience and develop your strongest path forward as a result. With that in mind, you’ll be more capable of finding grounding in new markets.

About the author


Tom Bernes

Tom Bernes is the Editorial Director at The Next Hint Inc.

Prior to joining The Next Hint Inc, Tom had a hand in a number of online and print publications, including as chief copy editor and Government Technology Magazine as managing editor. He also did a stint in Sydney as group editor of RBI Australia's manufacturing group, which is when he also developed an affinity (a love, really) for cricket.

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