Developing foreign sales goes through building an international mindset that involves knowing target markets, defining strategy, and choosing and managing an effective direct or indirect network. The export manager must perfectly master both the development of the strategic plan and the day-to-day management of sales and the internal and external team. The course provides the set of strategic and operational skills needed to generate or consolidate presence in international markets in an innovative way.
- Define the strategic plan
- Acquire the methodologies for positioning oneself in the most suitable and profitable markets for the company
- Find relevant information to select markets and select the most suitable broker
- Define team goals for both back office and field sales activities
- Developing motivation and commitment
- Know the different problems and critical issues and find suitable solutions to avoid them
- Directors and Export Managers
- Export Manager
- Sales, Marketing and Area Managers who need to develop sales in international markets
The change from export to international mindset
- Know and master the legal risks of international development
- The legal particularities to know in international sales contracts
- The essential points to check in the different brokerage contracts (agents, distributors)
- The adaptation of general terms and conditions to international trade
- Seller protection and validity of reservation of title
- Handling a complaint about defects or quality failures
- Preventing and managing disputes in international trade
Define the strategy in international markets
Analysis of the environment and formalization of the relevant strategic plan
- Define target and priority markets according to their attractiveness
- Building action plans
- Assess economic resources and investment needed, calculate pay-back
- Aid and funding that can be accessed to support the strategy (overview)
Piloting and implementing the strategy
- Involve teams on strategy development
- Verify alignment of organization and processes
Control tools
- The international sales network monitoring tools (KPIs)
- Disanimate possible risk hedging instruments
Piloting the action of internal and external teams
- From analysis to the definition of a high-performance network
- Define the criteria for choosing intermediaries (the sales channels): advantages and limitations of different solutions
- The sources of information for choosing the most suitable intermediaries
- Establish the rules of the game to prevent possible conflicts
The planning of foreign sales
- The offering in its technical and commercial aspects
- How to present it
- The different chapters of a bid
- Valuing arguments
- Sales negotiation in international relations
Piloting the action of sales teams and the export office
- Determine goals and priorities, plan actions
- Determine export office performance: orders, shipments, payments (KPIs)
- The activity of forecasting and monitoring trends and related deviations
Managing and motivating an international team
- Define and share goals
- Identify cultural specificities and adapt your management style
- Creating an atmosphere of cooperation in a multicultural group
- Motivating as a function of cultural differences: levers to create engagement and take action
Exercises
- Defining a strategic approach
- Analysis of some types of international contracts
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