And trust means everything
We live in a world where even your grandma knows what “phishing” and “hacking” is. Or at least that it’s something that sounds dangerous. Everyone is cautious online by default and it’s a challenge to overcome if you want to sell abroad. Make sure you can remove distrust and fear from the conversation soon.
Keep these principles in mind when writing your material:
- Avoid using jargon
- Avoid salesy pitches
- Show your credentials, badges and expertise clearly and proudly
- Incentivize and reward your client’s kind words through reviews, testimonials or case studies
And be drastically honest. Clients can tell the difference. Truth becomes extremely persuasive when you have a good product you believe in.
As with any other thing in the life of a small business, selling internationally is all about making mistakes and learning from your customers. You’ll have rejections and you’ll have to fine-tune the strategy. As your experience with these new markets evolve, your ability to deliver a sales pitch without a flinch will, too.
In digital interactions anticipating objections is key to developing trust, understanding, opening the discussion and positioning you as a solid alternative.
Make sure your contents across all your marketing channels are consistent and can address these questions before they’re asked. Use FAQs, landing pages, demos, shipping information, size charts, anything that fits your product or service properly.
Turn the tables early
Address the fact that you’re elsewhere in the world in your favor. Make it obvious. I’ve seen countless companies hiding their location in fear of losing business. By taking the initiative and owning it you drive the conversation to a different place. It’s no longer a thing, it’s no longer a problem. The information is there in plain sight. You’ve removed the constraint by making it obvious.
Now your potential clients can focus on what makes you different. It might be your product, your skillset, your rates, your customer support that can stand any test across multiple time zones, your experience. Or simply the fact that your diversity gives you a totally different perspective and fresh ideas, and that’s a tremendous competitive edge. Wear it proudly!