How To Approach The Challenge Of A Cohesive Sales Strategy On International Scale: Part Two Of Two

Cohesive Sales StrategyWhen managers are looking to expand the scope of their business to include international clients, there are specific barriers that must be overcome.

A sales management team should try and identify the right people that can be brought in to ease this transition. This may help to expedite the process and ensure that all aspects of the respective culture are taken into account.

According to Heather Kivett, president of Resolution Systems, Inc., a sales training and consulting firm, some of the barriers are difficult to identify, as some of the words that are used may have different connotations in another language.

Slang and idioms do not directly translate, and although a language dictionary may be used, this doesn’t mean that the correct meaning is conveyed during correspondence.

“International marketing specialists and market research are needed to help you sell your product abroad,” said the executive. “If I am going to expand our scope of business, I am getting as much support and assistance as I possibly can. Managers should identify their objectives and goals and then seek the right people who can make these happen due to their expertise with a certain type of people or country.”

Although there may be an all-encompassing strategy that is presented for the given product or service, there has to be a targeted marketing campaign for each individual region where the sales team will be operating.

“There are similarities between countries and regions, but the differences are what you need to pay attention to in shaping your sales strategy,” said Kivett.

The executive noted that managers have to look at their distribution model in order to find a potential flaw in their plan for expansion. Sometimes examining what successful companies have done in order to expand can help to provide an effective example of what steps should be taken.

“Look at Coca-Cola, their distribution model in some places includes a person picking up bottles of their soda, putting it in a basket on a bicycle and then the individual riding on dirt roads with cows on the way to a small store where the goods are dropped off,” said Kivett. “These regions need a completely different strategy than New York City, and the company has to research how this can be done.”

Managers may want to find an individual at another business who has sufficient experience and a proven track record for finding a good distribution model for products and services. These individuals could save a company time and resources through their knowledge of the global system and the intricacies of different markets around the world.

“If I were going to do international business, I would tap into people with this experience and try to lure them away from their company,” Kivett noted. “Steve Jobs lured his marketing guy away from Pepsi because of his experience and success, and it did wonders for Apple in terms of improving their global reach.”

Even though Jobs was at a high level of standing in the business community when he did this, this type of coup can be accomplished for smaller companies that are operating on a different scale. Managers need to find people that perform specific functions and try to bring them to their side, according to the executive.

Managers that bring in the right people can help to ease the transition and transform a business into a global enterprise.