Growth – is the main goal of every company. But how do you keep growing when you have already achieved almost everything in your home market, or when it turns out there is no demand for a given product or service there?

A number of Polish companies and the people responsible for their sales growth and B2C or B2B marketing activities eventually seek new markets or customers in order to grow. The European or global market offers far more opportunities than Poland – you can win much larger contracts, orders and profits there.

According to research, most Polish companies point to Germany (as many as 64%) as the most popular direction for the international expansion of their businesses. The second country that attracts attention is the United Kingdom, which has one of the largest online sales markets in the world. In recent years, online sales in the UK alone reached an impressive EUR 88.28 billion, while across all of Europe it was around EUR 200 billion.

Unfortunately, entering a market with a new product brings various difficulties.

Foreign markets can prove to be a challenge, so if you are wondering how to start your expansion abroad without throwing the proverbial baby out with the bathwater, read these 9 steps that will show you how to start selling in international markets.

1. PREPARATION IS EVERYTHING

Half the success lies in proper research that will allow you to create an effective business plan. You need to learn the specifics of the market you want to enter. Taking into account cultural and geographical differences, the logistics needed to carry out the expansion, and the costs of such an investment, you should determine in detail the scale of your activities (whether you start with Central or Western Europe only, or ambitiously look for new customers and business partners around the world right away).

It all depends on how universal or innovative the product you want to introduce is. To this end, it is necessary to carry out a detailed competitor analysis, and perhaps also public opinion research, allowing you to adapt the product or service to the expectations of a new target group.

2. SMART PLANNING

Write down your assumptions in the form of a plan that you will entrust to competent people for implementation. A well-constructed one should include the operational budget assumptions, the individual stages of the expansion and its goals. Is your ambition to become the leader of the Central European market? Or perhaps just to successfully share profits with the current industry leaders? Remember that your goals must reflect the real capabilities of your company and the potential of the product it offers, and include realistic timelines, e.g. 2–3 quarters.

3. STAND OUT OR DIE

A company's website is probably the first source of information about your company or product that a customer encounters, and it is your business card. So make sure that, alongside the Polish language version, you create an attractive domain in the language commonly used in the country where you plan to expand.

The site should be clear and responsive – i.e. work correctly on every device, whether it is a tablet, smartphone or desktop computer. The right graphic design and the placement of key information is not everything, however – you must also take care of its visibility for search engines. Do not underestimate the importance of proper positioning and take care of SEO, and also advertise your site using paid SEM campaigns.

Above all, however, a company website should be simple to use, which is why we suggest using the WordPress system, and buying ready-made website templates on Themeforest.net, which can be easily updated. The cost of developing a website tailored to your needs is not high, but it requires the support of a trusted company that can help you launch it.

4. MULTICHANNEL MARKETING AND SALES

Success is guaranteed by offering the purchasing channel that is best suited to a given market and target group. But what would sales be without proper advertising? Based on reliable data, determine which promotion channels are worth using.

If your marketing activities are effective and attract consumers' attention, take care of their comfort and create many channels through which they can get in touch with you by leaving their contact details as leads. If your offer allows for electronic sales of products and services, you can expand your website with the functionality of an online store.

5. E-COMMERCE

The store should be intuitive and not only suggest products that match the buyer's choice. Although research clearly points to the growing importance of online sales, remember that for some buyers an online store is just a catalogue that only allows them to make a purchasing decision. Do not disappoint your customers' expectations and include exhaustive information about your product as well as credible, professional photos.

Not sure where to start? We recommend attending the Marketing Summit: PIONEER TECHNOLOGY CONSUMER TRENDS conference, where you will have the opportunity to benefit from the experience of brands such as Coca Cola and Brand 24.

6. PRICE MATTERS

Paying attention to this detail raises the standing of the store. It will make it more professional and credible for foreign customers – so remember to include product prices in various currencies.

Also do not forget about integrating the store with auction portals and price comparison sites. Thanks to this, new customers who are looking for a specific product have a chance to choose exactly yours.

7. TAKE CARE OF YOUR CUSTOMER'S NEEDS

According to research in recent years, most consumers pointed to the seller's credibility and security as the most desirable factor determining the choice of a store. Take care of the customer's comfort and introduce a range of safeguards that will make them feel safe when making a purchase in your store.

Another element indicated as decisive for returning to a shopping platform is fast order fulfilment. The latest research conducted by Rakuten shows that the key factor determining the choice of an online store is the availability of many shipping options (29% of respondents). Meet consumers' expectations and let them independently tailor their purchases in your store to their needs.

8. BE MOBILE

In Europe, 35% of online buyers are users of mobile devices. Encourage them to use your offer by taking care of the responsiveness of your shopping platform on smartphones and tablets. This seemingly insignificant detail is also of huge importance in the context of website positioning, about which you can read here.

9. APPRECIATE THE POWER OF RECOMMENDATIONS and SOCIAL MEDIA

We spend more and more time on social networking sites. Let yourself be noticed by those who are near your company, or whose interests would lead them to buy your product. Many social networking sites, including Facebook, allow you to precisely reach a specific group of people. You can target your social media ads by age, interests, and the geographical location of the recipient, and collect leads.

Networking plays a key role these days – take advantage of the many opportunities offered by industry conferences and talks to meet people who will inspire you to act and support your project!

Did our article interest you? Are you planning to acquire B2B and B2C customers and contractors from outside Poland?

We invite you to two conferences whose goal is to discover solutions that can increase the results of sales and marketing activities in Poland and beyond our borders.

We are organizing both conferences on 18 and 19 April at the InterContinental Hotel in Warsaw. Save the date and find out how others do it, we invite you to:

International Sales & Marketing Summit - 18 April 2017

B2B Sales Marketing Summit 2017 - 19 April 2017

Join the group of participants and partners and learn about the programme and details of the above events.