Export is not a little thing, but whoever gets the scoop doesn’t want to go back. Targeted prospecting gives you a foretaste of what awaits you in a foreign market. Because wherever you go, local preferences and differences in business culture call for an adapted approach. As CEO BeLux at DHL Express, Danny Van Himste has already had an extensive taste of the global trade market. The perfect person to answer our questions about internationalization!
Many SMEs are hungry for more. What is the recipe for a successful export strategy?
“In addition to guts and ambition, you need a well-considered go-to-market strategy. Make sure your product or service is relevant to the new market. What we like, they don’t necessarily like abroad. Also make sure that your intellectual property is well covered against copycats or theft in a new market. After all, products or services that are protected in Flanders are not always sufficient in the rest of the world. Finally, check whether you can easily introduce your product in a new market. Map out points for attention, such as logistics lines, translations, cultural differences, local legislation and regulations, customs costs, payment methods… My tip for those who want to taste export for the first time: choose an outlet where payment in advance – or within a relatively short period of time – is customary. That way you start with a healthy cash flow.
How would you convince doubters of internationalization?
“By pointing out to them the numerous advantages. Export is not only a growth accelerator, it also makes you better able to cope with years of poorer growth. By spreading your sales markets, economically weaker and stronger areas keep each other in balance and spread the risks. In this way, exports can help to overcome a crisis. After the 2008 banking crisis, for example, Spanish banks moved en masse to Latin America with their offerings. And with success: after a fall of sometimes as much as 50%, they saw their turnover rise again.
Sometimes there are events that throw a spanner in the works, such as the Brexit. What is your ultimate tip for companies to avoid a bitter aftertaste?
“Most of the preparations have been completed, but I’d like to stress again: make sure you have an EORI number when you export to the UK. The Brexit will inevitably redraw international trade, particularly in transport and logistics. Fortunately, there are ways to guard against that. Investing in a local warehouse, for example, although this is usually not an option for SMEs. Providing an express delivery option then offers a budget- and customer-friendly alternative”.
Every year, DHL Express considers the award of the Lion of Exports as a way of supporting Flemish exports in both word and deed.
This atricle originally appeared in Dutch in WereldWijs, magazine for international entrepreneurship.
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