Marketing materials

Sales and channel tools

Customer service

Tech support

 It’s all there, and ready to go, now the question is how much ‘localization’ do you really need to do to achieve the sales? Language, culture, and buying patterns are just a few factors that can impact the effectiveness of your product support structure and materials.

Ideally, you would build adaptability up front, but typically companies are figuring out how to adapt products and services that are already successful in the home market. You may or may not need to adapt the product itself to local markets, but you will likely need some adaptation of materials, packaging, training and more – at minimum, translation of marketing and sales materials into the local language – to be successful.

Key takeaway: don’t skimp on what it takes to support your international markets.