Zale Tabakman

To find 10 companies that want to expand internationally and move them through the sales process is time consuming. It involves meeting with the companies, discussing their needs, explaining your strengths, etc. Once we introduce the concept, the companies can go around me, they can find your competitors (I know a few – they have contacted me as well)

We have to overcome their objections. For example – the cost and effort of producing marketing materials in different languages and all the other efforts required. It will be worth it for them – but we have a market 330 million people – one hour away. While the sale can be done, its not as simple as just contacting them and they will jump on the wagon.

Its a difficult marketing program.

But it can be solved and there are some simple ways to overcome it. But, it requires time and money to deliver it. The results can be outstanding if we do it correctly.

The kind of event I am thinking of is about 50 to 60 people in Sales & Marketing from High Tech and other companies in a room. We could partner with the Spanish embassy and other interested parties.
In the centre of the room will be a number of companies – Canadian companies – that have been successful in Europe. The senior executives would talk in plain terms about their successes and the challenges. But in effect, they would be making testimonials about how it would work.

They would be discussing opportunities and your company would be in the room to meet and greet.

Anybody who attends the event has moved to the top of the sales queue and is worth pursuing because
a) They took the time to attend the event – they have demonstrated their interest
b) The have heard the testimonials of the people around the centre table.

This should have a budget of around $35,000 to fully execute.

An alternative (less expensive) is to do a Telemarketing seminar about the opportunities. But, again this isn’t the same as 1:1 connections, but it might be a way for you to consider putting your toes in the water. It can’t be a SALES pitch. But it can be a good discussion. If you have some body from the Canadian Embassy there describing the business opps, again a Canadian Customer, and a moderator. A budget of $5,000 should deliver it. I have the contacts to make it happen. I cannot commit to a number of people. Depends on many many things. However, the last teleseminar I did – had over 1,000 people registered for it.

The teleseminar can be recorded and made available as an ongoing marketing piece. Depending on how its used, the ongoing component can generate a regular flow of new customers.

The absolute best situation would be a teleseminar followed by the physical seminar. The teleseminar would act as a tease factor, followed by the physical seminar..

Since the marketing effort is combined, the total cost of both items is approximately $37,500.

Add another $15,000 for travel etc for your sale people. Therefore you have a total cost of $52,500

So effectively, your cost for 10 clients (assuming thats the target) would be $5,250/client. Let’s assume your typical contract is $100,000. That means you are looking at a profit of $95,000. I think its probably worth 5,250 to make $95,000. If your typical contract is smaller – then your profits will be lower, if the typical contract is larger – then the profits are larger.

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