GOING GLOBAL

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GOING GLOBAL
KLAUS HUSCHKE INTERNATIONAL BUSINESS DEVELOPMENT
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IS YOUR COMPANY INDEED READY TO GO GLOBAL?
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DOES YOUR COMPANY HAVE THE FINANCIAL STRENGTH/THE
RIGHT MIX OF PRODUCTS TO ADDRESS THE GLOBAL
MARKET? IT IS A BATTLEFIELD AND IT WILL NOT BE
EASY!   BEFORE YOU TAKE STEP NUMBER ONE, BE
AWARE OF THE FINANCIAL COMMITMENT IT WILL TAKE TO
FACE NOT ONLY A FOREIGN MARKET, BUT ALSO FOREIGN
COMPETITION. DO NOT IGNORE THE DETAILS!   DOES
YOUR COMPANY OFFER THE RIGHT PRODUCTS/SERVICES TO
COMPETE SUCCESSFULLY INTERNATIONALLY? PLEASE,
THINK TWICE!   HAVE YOU UNDERTAKEN THE NECESSARY
RESEARCH WORK IN MARKETS/REGIONS YOU PLAN TO
ENTER?   DO YOU REALLY UNDERSTAND WHAT IT TAKES
TO GO GLOBAL?   DO YOU HAVE THE PERSONNEL THAT
KNOWS THE MARKETS/REGIONS YOU PLAN TO
CONQUER? INTERNATIONAL OPERATIONS WITHIN YOUR
COMPANY NEEDS TO BE INCHARGE OF ALL INTERNATIONAL
ACTIVITIES.
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BE TRULY PREPARED.
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CORPORATE SUPPORT IS A MUST IF YOU WANT TO
SUCCEED INTERNATIONALLY.   INTERNATIONAL PRODUCT
DEVELOPMENT. MUST HAVE THE AUTHORITY, NOT JUST
THE RESPONSIBILITY, TO HELP DETERMINE PRODUCT
DESIGN AND PRODUCTION FOR THE INTERNATIONAL
MARKET.   TERMS AND CONDITIONS, INCLUDING
ENVIRONMENTAL ONES, DO DIFFER FROM COUNTRY TO
COUNTRY. IT IS HOTTER IN THE KINGDOM OF SAUDI
ARABIA THAN IN JAPAN.   INVEST HEAVILY IN
MARKET/PRODUCT RESEARCH BEFORE DECIDING WHICH
COUNTRIES/REGIONS YOU PLAN TO COVER.   SELECT
INDIVIDUAL MARKETS, NOT IMMEDIATELY THE ENTIRE
WORLD.   SELECT MARKETS THAT DO HAVE THE NEEDED
BUYING POWER.
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WHO/WHICH DOMESTIC OR INTERNATIONAL
ORGANIZATION/INSTITUTION CAN ASSIST IN THE
EVALUATION WHETHER TO GO GLOBAL?
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US DEPARTMENT OF COMMERCE   INTERNATIONAL
CHAMBER OF COMMERCE INDUSTRY   LOCAL US
EMBASSIES / THE COMMERCIAL ATTACHE   FOR JAPAN
FORMER AMBASSADOR TO JAPAN AND SPEAKER OF THE
HOUSE MR. TOM FOLEY
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DISTRIBUTION CHANNEL /NETWORK OPTIONS
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CORPORATE SUBSIDIARIES /MORE EXPENSIVE, BUT ALSO
MORE CONTROL.   REPRESENTATIVES /LESS COSTLY,
LESS CONTROL.   DISTRIBUTORS /LESS CONTROL.
  EXPLAIN NOT ONLY YOUR PRODUCT(S) TO THE
DISTRIBUTION CHANNEL, BUT ALSO WHAT YOU DO EXPECT
FROM IT, REGARDLESS OF WHICH TYPE OF DISTRIBUTION
NETWORK YOU SELECT.
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CORPORATE /INTERNATIONAL OPERATIONS SUPPORT FOR
YOUR INTERNATIONAL DISTRIBUTION CHANNEL /ITS
PERSONNEL
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OFFER DOMESTIC AND INTERNATIONAL REFERENCES.
  OFFER GOOD SUPPORT MATERIAL /BROCHURES IN
LOCAL LANGUAGES.   PROVIDE SUFFICIENT AND
PROFESSIONAL TRAINING FOR LOCAL PERSONNEL (BE IT
FOR THE PERSONNEL WITHIN THE COMPANYS OWN
SUBSIDIARIES, REPRESENTATIVES, OR
DISTRIBUTORS).   UNDERSTAND WHAT IT TAKES TO SHIP
YOUR PRODUCT, TO IMPLEMENT IT, TO TRAIN YOUR
CLIENT(S), TO MAINTAIN THE PRODUCT ON
LOCATION.   TRY ALWAYS TO UNDERSTAND THE CLIENTS
NEEDS BEFORE OFFERING SOLUTIONS.   SELL YOURSELF
FIRST! VERY IMPORTANT IN JAPAN, THE FAR EAST IN
GENERAL, IN THE MIDDLE EAST.   RESPECT LOCAL
CULTURAL ASPECTS AND LAWS.   BUILD ON LOCAL
CONTACTS.   IF YOU DO NEED LOCAL APPROVALS FOR
YOUR PRODUCTS, GET THOSE AS QUICKLY AS POSSIBLE.
  ESTABLISH KEY ACCOUNTS IN ALL SELECTED MARKETS
/REGIONS.
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OTHER IMPORTANT RULES YOU SHOULD RESPECT AT ALL
TIMES.
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TRY TO SPEAK THE LOCAL LANGUAGE, AND IF YOU ARE
UNABLE, HAVE SOMEONE WITHIN YOUR ORGANIZATION WHO
CAN.   BE HONEST.   SHOW CONSISTENCY.   KEEP
YOUR PROMISES, EVEN SMALL ONES.   BE
PATIENT!   BE ALWAYS PREPARED ALSO FOR THE
GREATEST SURPRISES!   NEVER PANIC!   BE POLITE,
NEVER ARROGANT!   DO ADMIRE LOCAL ACHIEVEMENTS
WHEN WITH PROSPECTIVE CLIENTS AND/OR YOUR OWN
LOCAL PERSONNEL, THE PERSONNEL OF YOUR
DISTRIBUTORS. YOU WILL COLLECT IMPORTANT POINTS.
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POSITIVELY, DO KNOW YOUR PRODUCT(S).   ALWAYS DO
KNOW LOCAL TERMS AND CONDIDTIONS.   BE EXTREMELY
CLEAR WHEN EXPLAINING YOUR PRODUCT, ITS BENEFITS,
ITS COST.   DONT BE AFRAID OF PRICING. YOU ARE
IN THE BUSINESS OF GENERATING PROFITS FOR YOUR
COMPANY. IF YOU CAN NOT ACHIEVE THIS IN ONE
MARKET, SELECT ANOTHER ONE. HENCE INITIAL
RESEARCH IS VITALLY IMPORTANT.   BE RESPONSIVE
IN ALL RESPECTS!   FOLLOW UP ON EVERY SINGLE CALL
/VISIT. DONT LEAVE A SINGLE QUESTION UNANSWERED!
  AND AGAIN, DO HELP YOUR LOCAL DISTRIBUTORS
/REPRESENTATIVES / THE PERSONNEL OF YOUR
SUBSIDIARIES. REPRESENTATIVES AND DISTRIBUTORS
WILL ALWAYS TAKE THE WAY OF LEAST RESISTANCE. YOU
ARE FIGHTING FOR TIME WITH THEM.   ARRANGE FOR
CUSTOMER VISITS OF YOUR HOME OFFICE.
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ONE WORLDAND YET SO DIFFERENT.
JAPAN CHINA MIDDLE EAST EUROPE LATIN
AMERICA
GOING GLOBAL