Does Your Pyramid Point in the Right Direction for Consistent Overseas Sales and Sustainable Export?
To become a company that makes exports regularly, as a team at ODS Consulting Group, we developed the approach summarized in the pyramid above, based on our extensive experience of the last seven years.
First, I should clarify: this process is simple but not easy. If your company is already skilled in domestic sales, you are likely already successfully applying the principles I will outline here within Turkey. Even if there are gaps in implementation, you are probably well-versed in the overall strategy.
The same principles apply to international sales, but the biggest mistake companies make is seeking customers all over the world simultaneously, without any focus on specific countries or regions. This dilutes their efforts and significantly reduces efficiency.
Which Countries Are Your Export Targets for This Year?
There are around 200 countries in the world. Depending on the industry, a manufacturing company in Turkey may have a potential target market comprising approximately 60 to 100 countries. If a company wants to make export sustainable, it must prioritize these target countries.
- Why Prioritization Is Essential: Your resources for marketing are limited. Your manpower, advertising budget, and production capacity are all finite.
- Country and Regional Targeting: This approach is the first condition for sustainable exports and international sales. Once the target countries are identified, we refer to our pyramid.
Structuring the Pyramid Correctly
For each target country or region, we must start at the bottom step of the pyramid and work our way up to the top step.
Sustainable Export Pyramid — from bottom to top: Market Research, Cold Calls, Online/Onsite B2B Meetings, Trade Shows.
Imagine we are a company in Kocaeli that produces vehicle-mounted equipment. We have analyzed the statistics, developed our strategy, and decided that North African countries will be our target markets for 2025, starting with Tunisia.
1. Market Research
Our first step should be conducting market research specific to Tunisia. We need to identify who might be interested in our products, with a precision rate of 70-90%. We should systematically gather information about potential customer companies, including their names, websites, employee numbers, revenues, and social media accounts. It is wise to store this data in a CRM software, though other systematic methods can also work.
A competent person with the right tools could complete this research in 1-2 weeks.
- How Often Should Market Research Be Done? This varies by industry but should be conducted monthly or quarterly.
2. Cold Calling
We should individually call each company identified in the first step. This step is often skipped because it is difficult and requires both time and persistence. However, it is crucial.
Without it, sustainable export is only feasible if you have a massive marketing budget, which most companies do not.
- How Often Should Cold Calling Be Done? This depends on the industry, but it should be done daily or at least three times a week.
3. Overseas Visits
After building a broad list of potential customers and contacting them by phone, we will have a smaller, more focused list by the third stage. This refined list should be visited in person, allowing for face-to-face meetings with potential clients.
- How Often Should Overseas Visits Be Done? Depending on the industry, quarterly or semi-annual visits are advisable.
4. Trade Shows
Trade shows are a critical step in achieving sustainable export sales. However, they are also expensive. Attending a trade show can yield quick results, like a cheat code, but it can also drain your budget, potentially putting you in a tough spot.
- How Often Should You Attend Trade Shows? Depending on the sector, this should be done annually or biennially.
Why Is the Pyramid Often Turned Upside Down?
Participating in a trade show is the easiest of the four steps for a company aiming for sustainable exports. It only requires money, and you can simply pay and join. However, the other steps require consistent effort, time, and organic business development. Money (attending trade shows) does not guarantee the lead generation success. That is why this pyramid should be carefully implemented in the companies who seek sustainable export performance.