Many companies want to grow their export sales. They often face two choices: quick fixes, or “painkillers,” and lasting methods, or “solutions.” Painkillers are easy tools like buying customer databases, running paid ads, or attending a trade show without preparation.
These can get results fast but fail to create a solid foundation for long-term growth. Solutions, on the other hand, focus on real market research, proper use of CRM systems, and data-based strategies instead of gut feelings.
Why This Matters
Relying too much on painkillers leads to wasted money and weak international sales. Without a strategy, you may try to sell to the whole world at once. With nearly 200 countries to choose from, this approach is not only expensive, it also spreads your efforts too thin. Focusing on a few key markets, conducting proper research, and building a solid data-driven system leads to better results over time.
A Structured Approach: The Export Pyramid
At ODS Consulting Group , we suggest a clear method, represented by a pyramid:
1. Market Research:
Start by studying one market at a time. If you want to sell in Tunisia, find out who might buy your product. Gather data: company names, sizes, revenues, and social media profiles. Store this information in a CRM. This is not a one-time action. Update your data often—monthly or quarterly—depending on your sector.
2. Cold Calling:
With your research done, pick up the phone. Call the companies you identified. This takes time and patience, but it helps you find out who is truly interested. Unlike paid ads or random leads, these calls let you confirm real potential buyers.
3. Overseas Visits:
After you narrow down your list through calls, meet key targets face-to-face. Visit them overseas. Personal meetings build trust and show you understand their market. Do this regularly, perhaps every quarter or six months, depending on your industry.
4. Trade Shows:
Finally, consider attending trade shows once you have a solid base. Many companies start here. That is the wrong approach. Attending shows too early is like a painkiller: easy, but short-lived. When you have done your research, calls, and visits, trade shows become more effective and less risky.
Making CRM Work for You
A well-managed CRM system ties these steps together. It organizes data, tracks calls, follows up on visits, and manages leads from trade shows. It helps you move away from guesswork. Over time, data collected in the CRM guides your decisions, making you less dependent on painkillers and more focused on sustainable solutions.
To conclude, industrial companies need both painkillers and solutions. Painkillers may help you handle urgent problems. But without solutions—structured market research, proper CRM use, and data-driven actions—you risk short-term gains and long-term losses. By following a clear pyramid-based method, you can stop wasting money on quick fixes and build a reliable path to global growth.
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