Situation: The President of a company wants to expand its business in Europe, but has limited resources, particularly in terms of personnel. What have others learned from their international business opportunities? What has worked and what hasn’t? How do you expand business internationally?
Advice from the CEOs:
• Hire a Business Development person to develop your European business. You want to find an individual who has experience working with international partners as well as their clients.
• Allocate budget not just for the individual hired, but also the travel budget to fund extended trips.
• Plan for time to train existing and interested international partners to sell or service your offering.
• Hire an individual who is at least minimally comfortable with the language or languages of your prospective European partners. While most European business people are fluent in English, they appreciate foreigners who at least make the effort to speak their language.
• Network with local and online resources to identify both potential customers and allies in Europe who can assist you. LinkedIn is international and a good way to search for both customer and partnership opportunities. Check your local Chamber of Commerce for others who are engaged in international business and network with them. Utilize networking organizations such as the Alliance for Corporate Growth which has chapters around the country and internationally. Connect with the International Trade Administration’s U.S. Commercial Service. They specialize in promoting export opportunities for American companies. Partner with a venture capitalist who has European contacts and who may be interested in supporting your efforts.
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