Common Export Mistakes

Be careful as you plan your export strategy.  Keep in mind some of these common mistakes.  You won't be surprised to find they are similar to mistakes made in achieving success in your domestic market!

1. Lack of commitment from senior management. 
2. Underestimating the time and resources required to launch the new product or venture.
3. Focusing on short term gain instead of a long term strategy.
4. Chasing orders from all over the world instead of a single targeted market.  This is especially common in the US where the country is so large.  Keep in mind that in the US there are at least a dozen individual geographical markets with three to ten million in population.
5. Not investing enough time and due diligence in selecting your overseas representative.
6. Not having experiece in the selected channel in the target market.  If you use direct representation in your home market and you plan on using indirect channels in the new market ensure you have someone experienced in those channels (and vice versa as well).
7. Neglecting your export market if the home market starts to boom.  It's easy to forget an overseas market when the orders are rolling in at home.  Be careful of neglecting the overseas market though.  Things have a way of shifting and you don't want to be caught unprepared.
8. Treat all of your representatives (local and overseas) equally, don't favor one set over the other.
9. Not providing sales, service and warranty information in the local language (even if they are both "English").
10. Not having enough communications with your overseas representatives.
11. Letting your overseas marketing staff engage in inititatives without adequate supervision.  Watch spending and messaging carefully.
12. Failing to set targets and benchmarks that are reviewed regularly.  Be sure you are in a posiiton to catch a shortfall and make corrections in adequate time.