Going International:  We Be Metric

 

By James L. Silvester, PhD.

 

 

General George Patton once said, “Boldness is the essence of strategy”.

 

Any small firm wanting to jump into the international marketing arena is taking a bold step.

 

So how can you tell you are ready?

 

Do you know how many feet are in 100 meters?  Or do you know how many centimeters equal an inch? Or can you translate this - Puede traducir esto?

 

Since 80 percent of global businesses use the metric system, you better brush up on your “new” math.

 

There are no set guideposts.

 

International competition, saturated markets here in the U.S. and expanding global consumerism are creating challenging opportunities and reasons for moving in this direction.

 

However, you must “look before you leap,” when it comes to tapping markets far from home base.  Importing is less demanding, but none-the-less requires ongoing investigation.

 

More potential customers will demand you quote in their currency and communicate in their home language.

 

To date, it has been very difficult for American businesses to accept these new realities as recent news accounts have reported.

 

Brush up on your Spanish and French.  Spanish is the number two language of commerce, and French is the global diplomatic language.  Take cultural studies.

 

Consider Mandarin, as China is now the second largest economy on the planet and becoming an economic juggernaut.

 

The good news is that the federal government provides a bonanza of useful information and direct assistance to help domestic entrepreneurs wanting to pursue international business.

 

The U.S. Department Commerce’s through its International Trade Administration (ITA) is the granddaddy.  The U.S. Small Business Administration’s Office of International Trade is also a source of assistance, and so is the U.S. Department of Agriculture referring to agricultural products and services.  And these agencies are now cooperating with each other to help integrate the American business community into international trade.  They all have a website so do the Google thing.

 

Some state government assistance programs match or exceed the level of assistance provided by the federal government.  Call the Department of Commerce within any State and ask for the international trade desk.

 

The private sector is also awash in helpful resources.  Import/Export management companies, commission sales agents, and Custom House Brokers, will act as your international sales department and absorb the burden of international trading, for a fee usually 5 to 10 percent of gross sales. The ITA can help you find these firms.

 

Foreign and domestic state chambers of commerce are generally helpful.  And many large banks' international trading departments provide a wealth of useful information and advice, if not direct assistance.

 

Small firms can operate just as smoothly and profitable as larger companies nowadays.

 

A small 3 million dollar a year manufacturer of steam boilers in Frederick County, Virginia is successfully selling its products in China.

 

If they can sell steam boilers in the tough Chinese market, there is truly an international market for any American product or service.

 

So, take the plunge but do research and homework and don’t throw caution to the wind.

 

À tout à l'heure (French For See You Later).

 

Dr. Jim Silvester is the author of 401 Questions Every Entrepreneur Should Ask and a former college professor, business executive, management consultant, and renowned entrepreneurial author.  His books have sold over one million copies and printed and reprinted globally in five languages.