Israeli hi-tech companies develop some of the most advanced, sophisticated, and groundbreaking technologies in the world. A gap exists, however, in their ability to access global markets, which they work to overcome by recruiting talent that can bridge cultures, language, and relationships. The following are key functions that, if addressed professionally, could shorten the path towards successful market entry:
- Marketing Strategy: Building an Israeli company’s strategy for penetrating global markets involves understanding the technology, its competitive value, and its target audiences; forming a vision and marketing messages that convey the desired information; and planning entry routes based on market knowledge.
- Access and Relationships: Gaining access to global players involves a set of research skills and creativity to identify entry points and establish ties directly, or through multipliers. It requires correct and culturally-mindful messaging, communication skills that build trust, and persistence.
- Validation: A critical element of penetrating global markets involves obtaining feedback from real potential users to determine the viability of the product, solution and strategy.
- Sales: While Sales is an integral part of most company functions, it is a discipline on its own that requires strong drive, focus, dedication and determination. My own sales methodology originates from a desire to build long-term, fruitful relationships. This attitude requires a strong belief in the product being sold and a desire to match its capabilities with the customer’s needs.
- Partnerships: Building partnerships requires a strong element of trust-building, which becomes more challenging when dealing across borders and cultures.
- Market Research: Research is an essential part of marketing requiring creativity, resourcefulness and attention to detail.
- Marketing Communications: Business opportunities begin with clear, culturally-minded messages that effectively convey value-add. The messages can be delivered in written form via e-mail, Web Sites, news releases, brochures, presentations, and posters and signs. They can be conveyed at trade shows and conferences, demonstrations and training sessions. Success in this arena relies on strong intercultural communications skills, multi-cultural experience, cross-industry exposure, fluency in English, and the ability to form comfortable and trusting relationships.
Exposure to a diverse set of cultures, strong communications skills and ability to easily establish rapport, comfort in speaking before audiences, and an ability to enlist peers are additional characteristics that could prove useful to this effort.
Ilan Friedman
Originally Posted on LinkedIn September 3, 2015
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