There is only so much market research you can outsource or do online. No matter what your business is, there comes a time when you need to pick up the phone and call people located in your target country.
You need to have direct feedback and contact with people in the country you want to sell to.
Two Reasons Why
There are two main reasons why you need to complete your international market intelligence with phone research:
- Direct feedback – cross-cultural communication blunders can easily happen through lack of direct contact, no matter where you get your sources of information.
- Get accustomed to this foreign culture – you have to start the process of understanding your markets some time. Start early and your international marketing and communication will be stronger.
Before You Call
Before you pick up the phone, sit back and think of what you are going to say.
Most of my successful phone research was because I did this step well.
The secret is understanding that if others can get something out of helping you, they will also help you.
But this does not have to be”help”. For example, there are always key players in your foreign target market who would greatly appreciate hearing about you and your industry in your country.
Then you simply identify the best sources of information where you can leverage your “international appeal”.
Once you know what you want to say, write a very short presentation.
Your presentation needs to clearly identify who you are and where you are calling from and the company. Use simple words and short sentences. Remember you will also need to ask: Do you have a few minutes to speak to me about your industry in your country?
What To Ask
You should also have couple or questions ready to ask after your presentation. During the rest of your call you should focus on:
- Confirming what you know
- Asking for more information
- Asking for other useful contacts
- Asking for ideas on how to find out more information
Get Over The Fear
It is normal to be apprehensive about calling someone you do not know. And when you are calling to a different country it can even be daunting.
Add in the factor that you may not know if the person speaks English and you may be frozen in fear.
Do not let language be an issue. If language does become an issue, you either:
- need to spend a little time finding the right door to open,
- or your issues have more to do with your own lack of self-image.
You have to believe me on this – there are probably more people that speak English than you realize. If you are certain you will not be able to find anyone you would want to talk to in English located in your target country, take the easy route:
- Call your own Embassy there and ask for ideas on who to call
- Call all of the easy to identify places where people speak English: English-speaking ex-pat communities, English-speaking churches, pubs, grocery stores
- Network your way from your entry level until you get to the level of people you need to talk to
I can only say that I have been there many times. And every time, within seconds of making that first call I realize how foolish my fear was.
People are basically polite. Even more so when they are at work. And there is one other thing you should know.
Curiosity Opens Communication
They will be curious why someone is calling them from abroad. And if you spent some time on preparing your presentation, you will be surprised by the results.
It can be much easier doing phone research in some foreign countries than it is to do it in your own country.
