Guide to international expansion

How to select a country, test demand and secure your first meetings before committing a team or distributor.

Choosing the country based on measurable criteria

The first export country is often selected intuitively: a trade fair, a customer establishing operations there or a familiar language. This is sometimes the right choice, but it is better to verify it.

Compare two or three countries using the same criteria: number of target companies, presence of local competitors, ease of access to decision-makers, language, and ability to deliver and serve customers.

The right first country is not always the largest. It is the one where your offer addresses a clear need and where you can serve your first customers under suitable conditions.

To prepare

Two or three candidate countries
The same criteria for each
Your actual capacity to deliver and provide service

Understand how the country buys

Each country has its own business practices. In Germany, decision-makers expect a factual presentation in German, supported by verifiable references. In Italy, personal relationships are particularly important. In the Nordic countries, discussions are direct and decisions are often collective.

Research local job titles, the role of distributors, leading trade shows and certification requirements.

These factors change how we write the initial outreach message and present your company.

To prepare

Local job titles
The role of distributors and agents
The required certifications

Choosing the market entry method

There are three models: direct sales to end customers, sales through distributors or integrators, or a combination of both. Direct sales provide greater control and more information. Distribution provides faster coverage of a territory.

For an initial test, selling directly to a few hundred accounts allows us to measure demand without a long-term commitment. If there is demand, recruiting distributors becomes easier because you already have local references.

Do not grant a distributor exclusivity until you have assessed its ability to sell.

To prepare

Direct sales, distribution or both
A test before any exclusivity
Local references before recruiting

Test before investing

Select a few hundred accounts representative of the country and reach out to their decision-makers in their language. Measure the responses: level of interest, objections, questions and seniority of contacts.

Within eight to twelve weeks, you know whether the country is responsive, which message works, and you have your first meetings. This is the time to decide whether to accelerate, adjust or move to another country.

This test costs far less than recruitment or a trade show, and provides information that no study can offer.

To prepare

A few hundred accounts
Eight to twelve weeks
A clear decision at the end of the test

Prepare for meetings

Initial meetings in a new country require careful preparation. Have a presentation in the local language or in English, comparable references, and a clear answer on delivery, service and lead times.

Questions about local presence always arise. Prepare an honest answer: logistics partner, field technician, or distributor currently being recruited.

After each meeting, record the objections. They will guide adjustments to the offer and messaging.

To prepare

A presentation adapted to the country
Answers on delivery and service
A record of objections

Other guides.

Guide · 12 min

Target account guide

Six steps to define the companies you want to win, identify their decision-makers and rank them by their actual potential. This is the method we apply when scoping each engagement.

Guide · 9 min

Trade show guide

How to fill your diary before a trade show opens, hold productive meetings on the stand and convert contacts into opportunities.

Let's discuss your growth.

We are a commercial growth firm serving industrial companies and their ecosystems. Our role is to understand your offering, define the accounts to target and arrange discussions with their decision-makers.

An initial 30-minute discussionNo commitment. We will respond within 48 working hours.

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