Exporting Your Services
The Network Exporting™ Model
Traditionally, firms have been taught to start the export development process with market research. But market research will not help your service firm get referrals! In studying firms that are successful, we have found service firms need to use a different approach. The Network Exporting™ model provides a framework for leveraging the contacts a service firm already has in order to create credibility in a new export market. It involves six steps:
Step #1: Identify three to five markets with customers that have needs similar to those you have already addressed successfully in the past, and would be appropriate export markets for your service firm.
Step #2: List the contacts members of your service firm have in each of the markets identified. Possible contacts might include business colleagues, old schoolmates, relatives, or friends.
Step #3: Rank the markets based on the quality of contacts in each market.
Step #4: Verify the top-ranked market (based on quality of contacts) is a viable market, using market research.
Step #5: Work with contacts in the top-ranked market to generate interest in your service firm’s capabilities.
Step #6: Travel to the market (if necessary) to build profile and meet potential partners and customers.