Entering the European Market Successfully
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You are successful in selling your products or services in the domestic market, with a satisfied
client-base that relies on your solution every day. You have proven that you know how to successfully
build a profitable business. You are managing a team of professionals that are driving your
business and pipeline with qualified opportunities. At the same time, you need to think about the
company’s future, as your goal is to increase revenues and profits to create continuity and growth.
One way to accomplish this is to expand your geographical market. Many companies, particularly
in North America, turn their eyes toward Europe as an expansion target, because of perceived
cultural and economic similarities as well as lower language barriers.
Leaving your domestic comfort zone to operate in another country or even continent requires
careful planning. Expanding into new geographical markets is very exciting, but also very nervewracking.
Any firm considering entering into international business transactions must understand
that doing business abroad is not a simple task. It is stimulating and potentially profitable in the
long-term but requires much preparation and research prior to the first transaction.
This How-To Guide will describe the steps required to successfully expand into the European
market beginning with understanding market potential, identifying product- market combinations,
identifying a local partner, and then launching & selling your solutions.
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