“We should go into France.” “Poland is growing.” “What about Spain?” Many expansion plans start with a map. Yet the size of an economy says little about whether your products will find buyers there. A large market is not automatically a good market for your offer.
Start where your offer is needed
The better starting question is: in which industries and applications does our offer bring a clear benefit, and where do those industries exist in sufficient numbers? A maker of specialist components finds customers where the right industry is based, not necessarily where GDP is highest.
A few sober criteria help:
- Are there enough companies from the relevant industries in the target country?
- Which standards, approvals or delivery conditions apply?
- How strong is the competition, and how do customers buy?
- Can we support the market in terms of language and organisation?
Identify the right target companies
Once a market is chosen, the real work begins: finding specific companies. Trade fair and industry directories, trade associations, company websites and professional networks provide the first names. The list only becomes valuable once it is enriched with industry, business model, possible needs and the functions responsible.
One word of caution: publicly available information is a starting point, not a confirmed intention to buy. Only a conversation shows whether there is a real need.
Put your value into words
Business customers care about technical suitability, reliability, available expertise and concrete applications. So do not just describe what your product does, but which problem it solves for the customer. And tailor your arguments to each segment: a buyer looks at different things from a production manager.
Adapt your communication to the market
Your website, documentation and presentations should be technically accurate and persuasive in the customer’s language. A literal translation is rarely enough. Terminology, examples and tone differ from market to market, and customers notice straight away whether a text was written for them or simply translated.
Start with a manageable pilot
Rather than opening several countries at once, run a clearly limited test: one market, one or two customer segments, a fixed period. Record which companies respond, what they ask and which objections keep coming up. This is the best basis for deciding whether, and how, to expand in that market.
Test first, then grow
New markets are not opened with a map but with clear analysis, targeted research and outreach that convinces in the target market. A small, well-prepared start delivers reliable answers faster than a big plan.
Global Mundi supports companies with market entry and positioning: from choosing target segments to finding the right arguments and producing materials in your customers’ language. Let’s talk about your next market.
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