Building Bridges

I keep a running list of blog topics for a rainy day, but none of these ideas seemed to fit the sentiment of the current news.  As normal I was inspired during a networking meeting with a new acquaintance, a Marketing type.

He helped me pause to reflect on one of the two books I am now reading: The Great Bridge by David McCullough.  I was then able to generate self-enthusiasm for business development in a global marketplace.  The Brooklyn Bridge was built during the tumultuous time of Tammany Hall in NYC.  The two main characters are the architect-John Roebling and the Chief Engineer, his son, Washington Roebling.  These men took on this project in a period in our history called the Age of Optimism.

How do we continue to build bridges of export optimism in the midst of a strong $US, growing protectionism and what seems to be a focus on short term results?  I’d like to review the basics of successful export business models.  Be a responsible exporter:

1. Innovate and develop new products.  Build the basic product platform.  Adapt for customization.  Listen to feedback-rejigger and innovate again.  Innovation gives salespersons something to talk about when invariably a customer asks-what’s new?  New products generate enthusiasm, hope and a positive feeling that is second to none.
2. Ship high quality goods and services on time at a consistent global price.  Shipping them on time ensures trust in the delivery promise.  Consistent pricing prevents gray marketing and keeps your distribution partners in their lanes.
3. Build and maintain a dynamic global brand presence.  Your web site and marketing materials need to be customizable to local languages and tastes.  Build a great brand platform that others can embrace and be proud of.
4. Provide great technical and commercial product training materials.  It can be live, remote video or written, but make it interactive.  Update content regularly.
5. Respond to all external messages within 24 hours.  No response is a response-it says I don’t care-always care.
6. Most important, be easy to do business with.  One of my favorite books on the subject is The Effortless Experience by Nick Toman.  The contention is that customers don’t want to be delighted or dazzled.\ Customers want their supplier to deliver on its basic promises and solve day to day problems promptly and hassle free.

As a mentor of mine once said it’s the soft stuff that’s the hard stuff.  Take a step every day to improve performance in these 6 areas and you will be wildly rewarded.

Do you want to have a free fifteen minute discussion on building bridges with your channel partners? http://www.jimthomasintl.com/blog/archives/05-2016  .  Sign up on my web site http://www.jimthomasintl.com/ or contact me directly by phone.

Good Selling!