I read an article that talks about Australian companies setting up purchasing offices in the U.S. to purchase goods that American companies refuse to sell internationally. While the article praises the ingenuity of those Australian entrepreneurs and the appeal of American goods in Australia, the true question is: Why would any business nowadays refuse to sell its products internationally?
The past three years have demonstrated that the U.S. economy has plateaued and that companies interested in maintaining their market shares must tackle the growing middle class of fast-growing regions such as Brazil, India, China, Chile, Nigeria, Vietnam, etc.
Reflecting on the question, the immediate reasons why U.S. companies would refuse to sell their goods internationally are mainly based on misconceptions:
1) Selling internationally is a headache we don’t need. International paperwork and transaction are overwhelming and terribly complicated. By the end of the day, there is no money left.
2) Fraudulent credit card activities prevent sellers from getting paid.
If the above reasons are part of your reasoning process, let me help you get over them.
Selling internationally has an established set of procedures that are handled by professionals who specialize in international business. Those professionals can help you in a multitude of ways and reduce your risk. Make sure you consult with one of them.
As to you, here are a few things you can do: Train your people to inquire about the end user of the product and her location. If you realize your product is in high demand internationally (you could also have a box on your website asking your clients where they would like to see the product offered worldwide), train your sales person to track the volume of potential export by region for your product.
At first, your volume might be low and shipping each item separately is wise. Your local post office can train your shipping specialist on how to handle the export papers, as they are simple. If your item is large, you may want to pair with FedEx or UPS. They are the pros of international shipping and will be happy to show you how to fill out the necessary paperwork.
Assuming that your volume gets bigger, you will want to locate a distributor in the host country. An efficient way to do that is to find a complementary item to yours and find out who is selling that item. For example, let’s say your company manufactures snowboards. Find out who sells ski goggles or ski jackets to outdoor stores in Australia. Contact the distributor and find out if he would be interested in adding your product to his existing line.
The objective is to find someone who will benefit from representing your product by extending her product line while you enjoy the network of established relationships that person/company already has in-country. Your distributor should be able to buy per LCL (less than a container-load) or even full-container loads and safely store the material in country. Make sure to visit your potential distributor in his country. Spend as much time as you can afford with that person before closing the deal. Building trust with your potential distributor is of utmost importance.
Payment terms and insurance policies are arranged and mandated by the international department of your bank. (If your bank does not have one, Wells Fargo does a great job for small to mid-size exporters.) Based on the size of the transaction, a Letter of Credit is open or even an open account if appropriate collaterals have been set up. Remember that many countries do not have our banking system in place and that you may be forced to think outside the box to generate business. It is not because people operate differently than you do that it is automatically fraudulent or risky. It’s just different.
Developing a relationship with your foreign counterpart, transforming her into a true business partner is CENTRAL to any international business. If your volume keeps growing and you feel you have a good handle on the cultural mores and purchasing preferences of your customers, consider, in tandem with your distributor, owning your distribution center or even your own store.
As to fraudulent international credit cards, Interpol reports show that the risk of getting stung is not higher outside of the United States.
Refusing to sell in a country where your product is in demand is the biggest risk you take as a manufacturer, as you are losing control over its retail price and opening the door to counterfeit products. Work with your bank, put smart policies in place and go for it!
Happy Holidays! We will resume our blog in January.


