intelligence

STAND AND DELIVER

With expanding opportunities and enabling technology, there’s never been a better time to export. SME expert and author Emma Jones explains how to ensure goods and services reach global customers on time and on budget

In my book, Go Global, I offer a fi ve-step guide on how to attract international sales and revenue. One of the steps is ‘deliver’ and it’s a key one to get right. If you’re selling services you’re likely to be delivering knowledge and information over the web, via email or through online presentations and virtual meet-ups, so, for you, there’s little requirement for courier services or local agents. But if your business involves products and tangibles, exporting means fi nding the most cost- effective way to get that product safely to its end destination. There are a number of online tools to help you to tackle this: • Check courier prices at price comparison sites such as parcel2go (www.parcel2go.com), parcel2ship (www.parcel2ship.co.uk) and parcelmonkey (www.parcelmonkey. com);

• Consider local fulfi lment where products are stored in the customers’ market, making them cheaper to buy and easier to return, if required;

• Maintain contact with customers so they know when to expect delivery. You can achieve this through free or low-cost tools such as Basecamp, Huddle, Skype or GoToMeeting.

As orders grow, you may decide to

go down the route of having an agent or distributor in the local territory. An agent acts as your representative on the ground, secures sales on your behalf and is usually paid in the form of a commission per sale. It’s advisable to have an agreement in place so both parties have shared expectations and to identify agreed targets from the outset. An arrangement with a distributor

involves a company or individual buying from you, and then selling on the goods or service at a higher price in their local market. This form of business may also be referred to as wholesaling. The Business Link (www.businesslink.gov.uk) guide on using an overseas distributor has good advice for businesses considering

this approach. In particular, it cautions: “A distributor takes ownership of the goods and therefore can do with them as they wish, which means you must trust them with your brand. It is always worth spending time ensuring the relationship is documented and well thought through.” With due diligence, this approach can be extremely positive. Appointing a distributor was how Louise Unger decided to expand her business, The Camoufl age Company, after receiving early interest and an order from French supermarket, Carrefour. She explains: “We expected the export documentation process to be a challenge, but it hasn’t been at all. The relationship with our distributor is working well, with them handling business development and shipping. Having a positive experience in France has encouraged us to look at ways of increasing our international sales.” Get distribution and delivery sorted

and you are well on your way to becoming a globally successful business.

Emma Jones is founder of small business support company, Enterprise Nation (www.enterprisenation.com) and author of Go Global – how to take your business to the world (www.goglobalguide.com).

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