Las empresas me preguntan a menudo: ¿de dónde viene la idea de internacionalizar las ventas? Yo respondo que surge de la oportunidad. Hemos visto el caso de muchas empresas que, sin tener el objetivo de vender sus productos o servicios en mercados extranjeros, han recibido un pedido de otro país. Es decir, se les ha presentado la oportunidad de vender más allá de sus fronteras.

The company wants to profit this opportunity for expansion. The next step, to bring together the managers of the different departments involved to analyse the feasibility of placing the order. The management does not have a plan of procedure neither a protocol to follow, and need to give a quick response. Haste is the opposite of strategy. This sales operation may be successful, but it is clear that if foreign companies continue to place orders, this will strongly affect the company’s business and it needs to have a plan and an organisation and allocation of resources. In short, a strategy to follow.

It is now when the management meets with the sales department to discuss the internationalisation of its sales and it is at this point that it becomes clear whether the sales team is prepared to carry out an analysis and selection of the most suitable country to export to, or whether, on the contrary, they need to hire the services of an expert to carry out this analysis. As a result, the company will know which country is the most suitable for exporting its products or services and, based on this new objective of internationalisation, the company’s global strategy will be defined. It will be global because all departments will be involved, from purchasing to after-sales service. Thus begins the preparation phase of the company for this enriching experience of making its products and services cross borders.