4. Around the World in Eighty Ways

95 percent of all consumers live outside the United States.
In trying to reach them, it's not like we don't, or can't know enough about them. There is a sea of knowledge and literature out there - no dearth of information when you start looking. Then there are the trade shows and events. So many in fact, I know people who've pretty much spent most of their careers around them. You can look through the yellow pages, in the hundred or so countries that have them. Surely someone in there would want to buy your goods. You could even hop onto a plane and go meet some of these folks. Another good idea is to talk to exporters of similar products like yours?

If you're doing any of these things, then you're doing good. If you already sell overseas, you probably know the maze you have to deal with. Every single business owner I've talked with agrees that there are more opportunities than they have time and resource for.

So how does one go about it? Well, the one thing I noticed about the internationally successful business owners was that they compartmentalize. That is they set aside a fixed quantity of time, money and resource each year, which they deploy on international marketing. And they do it consistently, year after year, though mostly working through a trial and error approach.

Taking the next step is to optimize i.e. maximize revenues from the fixed quantity of time, money and resource you have set aside. To make it even more efficient, stretch it over a longer period of time ideally 3-4 years. Then sketch your road map and write your marketing plan. Determine which key functions to keep in house and which one's to outsource.

It is a good idea to involve an experienced international marketing agency early on in this process. The information and resources at their disposal can save you thousands of dollars and several months you will spend in trying to generate yourself.

Building a successful international business takes time. But the good news is, you can leap-frog parts of the timeline by introducing the right dose of consulting and outsourcing support.

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