When it comes to exporting services, even the smallest of details can make a major difference. For those businesses willing to put in the time and effort to customize some of these details for global customers, the benefits can lead to huge returns in the long run.

With this in mind, here’s some advice from the case studies from the FITTskills Products and Services for a Global Market course that will help lead you towards the results you want.

1. See what potential new customers want – and give it to them

You may have refined your service offerings over the course of several years in your domestic market, but once you move internationally, it’s almost like you’re starting the process over from scratch. It’s important not to waste time, money and effort promoting a feature of your service that your new customers may not want or deem important. At the same time, ask yourself if there are aspects of your service that new customers may value more than your current client base. Are there ‘easy to add’ additions your new market will love?

The only way to find out is market research. What are your potential competitors doing, and how can you learn from them?

Talk to potential customers however possible – focus groups, surveys, response forms, etc. – to get the feedback you need to customize your offerings.

The results may lead to a simple tweak, such as emphasizing one benefit seen to be more valuable than another, or something larger, like adding or subtracting from your service offerings. Whatever it may be, if it will draw new customers without overextending your time or money, it will be a worthwhile endeavour.

2. Speak their language – both literally and figuratively

As we’ve discussed in other articles, translation can be a vital step towards attracting customers. This includes your website and any other marketing or written material.

Equally important is having the staff capacity to speak the local language. Whether your service is offered in-person, remotely by individuals, or otherwise, customers will likely want to interact with a person at some point, even if only for customer service. Do you already have staff capable of speaking fluently to new customers, or will you need to make some new hires to ensure those competencies are met?

Beyond language, there are also entire fields of specialized professional vocabulary, idioms, and cultural references to consider.

Does the language in your new market already have pre-determined words to describe everything you do, or will you be required to find new terms or ways of translating?

If the latter, you may want to consult multiple translators, as well as locals, to ensure your meaning won’t be lost.

Are there any references or phrases that may not make sense to customers in your new market because of cultural differences? It can be hard enough to avoid such confusion even within the same language: after all, if a person from Liverpool tells you to “get the brolly from the boot”, do you know what they’re asking for?

If a reference to snow, cold or winter won’t make as much sense to a customer in a warmer climate, find something else that will fit. Instead of using a stock image with the New York or Toronto skyline in the background, find one with local landmarks people will recognize, and may even see out their windows or during their commute. Once you’re in that mindset, finding other ways to tailor language and references to new customers will come easily.

3. Don’t get on the wrong side of the law

Whether you’ll have people locally on the ground or not, there’s a host of legal questions to consider. These range from privacy, anti-spam and IP laws to rental or service agreements, competition laws, labour laws and travel regulations.

If you’re big enough to have a legal team, putting them to work is a good start. If not, you may want to consult legal help to guide you through each issue.

Beyond that, speaking with other companies who have successfully entered that market or with trade advisors who assist companies with market entry issues on a regular basis are also productive approaches.

When in doubt, it’s often best to err on the side of caution and speak to a lawyer or government official to see if any changes may need to be made.

4. You won’t know how much you love it until it’s gone

Think about the last time you had a free trial for something – maybe it was Netflix, a gym membership, a new software or an extra feature to a service. Did you let it go when the free trial ended? Or did you pay to keep it?

If you’re in the latter camp, you’re far from alone. With that in mind, consider if that may be a strategy you can afford to try with your service exports.

While not an option for every business, giving customers a free trial can be a helpful way to introduce your offerings to them, get them used to your services, and reveal how beneficial they can be to their everyday lives.

Once they have access to a new service, it’s common for people to pay to keep what they already have, rather than allowing them to end.

The trick is to time the free trial to maximize your ROI – run it too long, and customers will become accustomed to not having to pay for your service, and then value it accordingly. The end of the trial then feels more like a price increase, and many customers will balk at paying for it. If you don’t run it long enough, customers may not be adequately attached to your service to pay for it. A 30-day trial is common, but it’s up to you to find that happy balance.

If you already have one service in a market and want to introduce another, bundling your new service for free with the existing one for a limited time can be an effective variant on that strategy. This strategy is often successful because you are offering a new service to customers who already have an established relationship with your company, and are therefore more likely to have an interest in your new offering.

Go the extra mile to make your customers happy

Any steps that can be taken to customize your service export offerings for international markets could have a major impact. When customers see what they want presented in a way they’re familiar with, they’ll be more likely to warm up to your brand and take the next step in their customer journey. Before too long, those little changes will add up to big results, and you’ll be glad you took the time to make them!

The post 4 ways to tailor your service exports to win new customers appeared first on Trade Ready.

For over 20 years, FITTskills courses have been the leading practical training for import-export professionals who want to improve their skills and take the next steps in their careers.

The eight courses that make up the FITTskills International Business program have been offered in-class since 1993, and online since 1999. In that time, over 5,100 professionals have earned the FITT Certificate in International Trade by successfully completing four of the FITTskills courses, and over 3,400 have also earned the FITT Diploma in International Trade by completing all eight courses.

The FITTskills courses are also endorsed by both the Canadian government and the World Trade Centers Association, in over 300 locations across 89 countries.

Most importantly, FITTskills training has been endorsed by your fellow professionals who have completed the courses and witnessed the impact they’ve had on their careers.

Here’s what a few global trade experts had to say about their experiences before and after taking FITTskills courses:

Abdel Azzouzi, CITP|FIBP:

“The courses were very good because I could take them during the night, and then apply what I had learned the very next day at my job, as I looked for new markets and new businesses to work with. The courses were a big help in every aspect of my job at the time. Taking them helped me build my expertise, skills and credibility.

The FITTskills International Business program is the best one if you want to get the whole picture of international trade. No aspect is missing.

I later had an interview with the National Bank of Canada for a Manager of International Trade position. My problem was that I didn’t have any banking experience, and banks rarely hire people who don’t. During the interview, I drew a lot from the FITTskills courses and it made a real impression on the interviewer. I got the job, and since I didn’t have that experience, I think that the FITTskills courses made all the difference.”

Carolina Vasquez, CITP|FIBP:

“The program is so comprehensive, and courses like International Trade Research, International Trade Management and Global Supply Chain Management have been key tools in my career.

Consider that I was a recent graduate coming from overseas without Canadian experience.  I got a job as Export Coordinator on a full time and permanent position only three months later in a prestigious company in the office furniture manufacturing industry. Yes, I would say the FITTskills program has positively impacted my career.

Brendan McManus, CITP|FIBP:

The provision of video-recorded courses and e-books complemented my learning preferences, and provided additional flexibility for my travel schedule. The ability to complete the courses at my own pace, within a three month time frame, helped me balance work priorities with course deadlines.

The courses provided refreshers to concepts I learnt at university, and inspired new ideas for processes I use regularly at work.

Lessons from the FITTskills courses have practical application in evaluating businesses’ structures and companies aspiring to become international. The skills can be applied daily, and I believe these skills will help me grow my capacity to support international organizations and clients.

Lesley Vair, CITP|FIBP:

The FITTskills curriculum was both engaging and highly relevant to my sales role. I benefitted the most from the International Trade Finance course, which gave me valuable insights to use when discussing payment options and risk mitigation strategies with exporters and importers. The program also gave me the opportunity to learn about the evolution of trade finance products and new innovative offerings, such as supply chain finance.

The product and industry knowledge I obtained through the FITTskills International Business program paid off immensely in my sales role, and helped me to both build relationships with existing clients and develop relationships with new clients.

Ahmad Altuijri, CITP|FIBP:

The skills I have acquired from the Forum for International Trade Training have greatly shaped who I am today. The FITTskills program has provided me with ‘how-to-do-it’ skills.

Because of the skills I have acquired from FITT, I have been able to utilize a more practical approach in business and have ended up with a set of great results.

Without a doubt, it cannot be overlooked how important FITTskills courses are in becoming successful in the global arena.

Claude Gendron, CITP|FIBP:

I found the FITTskills training to be perfectly designed for my work at Global Affairs Canada. This training provides an excellent understanding of the role and responsibilities of an international trade expert.

The training offered by FITT is well-tailored to the needs of the global trade industry. I encourage all my colleagues, as well as International Trade Practitioners and Business Development officers in the private sector, to take this training. It really makes a difference.

Louei Ali, CITP|FIBP: 

Every aspect of international trade is covered in great detail and with practical elements that you can start to implement immediately. The knowledge is very specific and practical, and in many ways reinforced a lot of the knowledge gained from my MBA.

As I engaged in communications with other folks in the international trade field, I realized that I have learned a lot and I can easily help companies take the right steps towards international trade.

The textbooks are excellent references that I open and review as I come across situations in my daily duties. They offer great resources to tap into.  Most recently I reviewed the International Market Entry Strategies course content as I was working on pricing a new product in a foreign market.

The FITTskills program’s online delivery enabled me to work at my own pace, and I could listen to the lectures as soon as the kids went to bed. In fact, all my exams were done between 3am and 6am to ensure that I had quiet time to fully concentrate on taking the exam.

FITT’s core purpose is to build competence to succeed in global markets, and the FITTskills courses are a crucial part in doing that.

The post Here’s how the right training can accelerate your import-export career appeared first on Trade Ready.