International Relations Committee Discusses:
The “After the Sale Support” Of Exporting

All those long international trips and the expense of developing your overseas market looks like it’s finally paying off! You’ve just received the first order from your new overseas customer! Then, while you are doing the victory lap around the office it suddenly dawns on you: “how will you support the ‘after the sale’ in the overseas market?”

Before you make the first sale, the “after the sale” support needs to be considered. Training, repair parts, replacement products, consumable products, etc. should be available to the end user and readily available, just like here in the U.S. Should you open your own distribution center? Should you find a partner? Should you ship direct from the U.S.? The choices are many and depend on your market vision and plan for the overseas area(s) you are targeting.

Obviously some of you may not need lots of after-the-sale support, but even if you think you don’t need it, you should go through the exercise. Remember, your reputation is on the line and bad news travels fast. This is especially true in a foreign market where you may be displacing an indigenous supplier with a better made or more technically advanced product. As an exporter you may not have the brand recognition that you do here so past history doesn’t count for much in your new foreign market. Take your time. Collect as much information as you can. And, don’t be afraid to ask someone who has the knowledge to help!

The federal government has many programs that are available to assist you. Start with the U.S. Department of Commerce.