Will They Like Me?

You can learn about the culture, buying trends and
lifestyles of your potential customers abroad through
a combination of local research, exploration
and common sense. Use this information
to your advantage… and win.

WHY TO DO WE, AS CONSUMERS, PREFER certain things over other things? What is it about our personal, cultural and aesthetic standards that influences us to like a product or service? These are questions for every entrepreneur around the globe to ponder. Clearly, succeeding in getting consumers in a particular market to like your products or to buy into your offering is central to your success.

All of us are customers. In fact, it’s nearly impossible not to interact with several businesses or organizations each day. We patronize some businesses for their convenience, pricing or location. We try out new ones based on friendly recommendations. A few earn our hard-earned money based on a solid reputation. Whatever the reason, there are all kinds of factors that contribute to our liking of a particular business.

A sensible approach

First, let’s take a look at your business for a moment. We’ll set the stage and assume your business is realizing tremendous success in your current market(s). You’re achieving top-level sales. Your products and services are incredibly well-received and admired. Your business is cash strong. And now, everything seems to be in place for expansion to a new market, internationally.

Now what? How will you grab some market share in that new location? What can you do to make customers choose you? Do you even remember how you achieved your initial success, in your home market? And if so, will that work in another country nearby, or even halfway around the world?

To start, ask yourself one simple question: “Does expanding to this particular market make sense?” At first, it may seem silly to ask it, but think about all the factors that will go into answering it correctly. The best way to do this is to compile a short list of general questions in no particular order that may actually help determine the viability of expansion to the target market(s):

• Do my products or services make sense in this market?

• What is the current appeal of my products there, and will that change over time?

• If so, how long is this trend likely to last, or what is the estimated timeframe for a new trend to take effect?

• Can I change negative perceptions into positive ones, if necessary?

• Is the market on the upswing or downturn, and can it afford my products, based on the economic factors there?

• How have identical or similar products performed in the market?

• What are the current demographics in the area (age, gender, ethnicity, income, etc.), and do they represent a good match for the type of goods or services I will be offering there?

• What are the languages spoken? Will there be a barrier or translation issue with local advertising, marketing, product descriptions, claims or usage?

• Could my products, services or even the marketing/advertising campaigns be construed as offensive or insulting as a result of any religious and/or cultural aspects that might be present?

Take charge of likeability, phase by phase

As we’ve noted, multiple factors combine in getting a customer to like you. The key will be organizing and managing as many of these elements as possible. You can make it simple and straightforward by dividing activity into three distinct phases. Let’s examine them individually.

• The Awareness phase There are numerous ways to introduce the arrival of your product or service into a new market. Of course, traditional marketing, advertising and promotion of your offering (or even a specific item) can be implemented in a carefully orchestrated progression. But other formats can be highly effective too (and possibly more successful, early on). Undertakings in product test-marketing such as free crowd sampling, organized focus groups and other means of getting products into the hands of potential customers can be invaluable, because of the immediate reactions and responses that these types of events can convey. If your offering is a service, you might showcase it in free, open demonstrations or special VIP showings to influencers. This is how the awareness of your product begins.

• The Acknowledgement phase The return on investments can be huge when you complete the Awareness phase. Reactions from consumers when trying your product will be evident immediately. And the feedback you will receive from focus groups and surveys will be invaluable as well. Those direct responses and opinions from the potential new-market consumers will also go far in telling you what they think of the products and may indicate what they might be willing to pay to obtain them or how far they’re willing to travel to purchase them. In short, the acknowledgement segment will begin solidifying their liking (or disliking) of your offerings almost overnight. This data can help shape future advertising and marketing campaigns, which will advance the public awareness of your business and the products it represents in the new market. (Tip: Keep an open mind about the feedback you receive on all fronts. It’s possible that not just your marketing but your actual offering could need tailoring, repositioning, or other changes to really succeed.)

• The Buy-In phase You’ve made prospective customers aware you are present. You’ve showcased your products or services. You received feedback and adjusted accordingly. Now, all that’s left is to deliver on your promises and guarantees. This means excellence in customer service, standing behind your products, and becoming a solid member of the business community. Once this is achieved, casual customers will become loyal regulars, and many of them will become raving fans of what you do.

Build on the foundation

As a small business owner, it will always be important to remember your customers will still need to like the things you offer in order to fully engage with them. This likeability factor is what keeps them coming back. It’s also what prompts fans to recommend you to others. And once the word about your offering has gotten around in a positive way, your business becomes identifiable on numerous levels as a trusted source in your new market abroad… and you discover that you have created the foundation for a robust brand.

M.P.