Remember that the goal is to get those initial sales abroad. The first step was to lead with your product, and the second step was to dust off your loose contacts. That combination got you the meeting, which is more than you had before, but it didn’t do the job. Your sales abroad are still a big fat zero.

At this point most give up. However, the more intrepid move onto Step 3.

What is Step 3?

Step 3 is to speak at international conferences, but to do so in your native language.

I live in Turkey, so what that typically means is this: Be seen speaking at an international conference in Azerbaijan. There, they kind of also speak sort-of Turkish, so no one bats an eye at the fact you are speaking Turkish on stage. And it’s an international conference, so your, for example, German, buyer is there.

But it didn’t work. You’re getting the meetings with the German buyer, but you were already getting them after Steps 1 and 2. So why does this one feel like it’s not getting you any further?

The German buyer heard you, and thought your perspective was cool and interesting, but that German buyer bonded with your idea, not with you. So when the German buyer gets back home, he/she is going to tell everyone about the cool idea he/she heard about at the conference, but remember, the bond was with your idea, not with you. And a bond with you is what you need in order to make the sale.

Like I said, I’m not going to leave you hanging, I’m going to tell you what actually works. And so finally we’re at the step that does actually work, Step 4. I’ll tell you what that one is in the next email.