Find clients and sell your products in Europe

Finding clients abroad is always a challenge, and business development in Europe is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in Europe do this with their general sales pitch. However, if you don't know the local regulations, pricing levels and your competition's product, sales meetings may be difficult to conclude successfully.

Does it make sense to enter the market in

Europe

with your product?

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How to sell your product or service in Europe?

With over 700 million inhabitants who are relatively affluent Europe offers a huge potential to sell your goods or services. But Europe is not one market, it consists of 44 countries, ranging from huge territories like Germany to small islands like Malta.

Business etiquette in (Western) Europe

In Europe, punctuality is highly valued, so always strive to arrive on time for meetings and appointments. Handshakes are the customary form of greeting, usually firm but not overly aggressive. Maintaining eye contact during conversations demonstrates sincerity and attentiveness. Business attire tends to be conservative and formal, so dress sharply to make a good impression. Additionally, respecting personal space is important, so avoid standing too close or touching colleagues unnecessarily. Lastly, business discussions often involve thorough analysis and decision-making processes, so be prepared for detailed negotiations and expect a focus on building long-term relationships rather than quick deals.

South European business culture

In South Europe, encompassing countries like Italy, Spain, Greece, and Portugal, relationships are paramount in business dealings. Building trust and establishing personal connections often precede formal negotiations. Business meetings frequently take place over meals or coffee, providing an opportunity for informal conversation and relationship-building. It’s common for discussions to be lively and passionate, reflecting the expressive nature of these cultures.

What business culture to expect in East Europe?

In East Europe, including countries such as Russia, Poland, Ukraine, and Hungary, business culture is characterized by a blend of formality and informality. While relationships are important, there is often a greater emphasis on professionalism and competency in business dealings. Meetings tend to be more structured and formal, with an expectation of punctuality and adherence to agendas. Business attire is typically conservative, and it’s essential to maintain a professional demeanor throughout interactions. Decision-making processes may be more centralized, with authority often resting with top executives or government officials.

Translate your website and check your SEO

Even if your business is really international, it may be wise to set up local website translations and check whether your text aligns with the culture.

This also counts for Europe and its inhabitants. People prefer reading in their own language and also search most of the time in their own language. Therefore you need to include the relevant keywords in your texts, and these may not be a direct translation.

With regards to content, my personal experience is that if you have a successful blog topic in one language, it is likely to do well also in other languages. Don’t reinvent the wheel, just make a proper translation.

Shipping your products

If you sell physical products, you need them to get delivered into Europe. Depending on the country you are in, this may be a challenge.

First of all you may have to pay import duties or settle VAT. This can be complex if you don’t have your own legal entity in the country.

There may also be non-financial bariers, like certifications or approvals to be obtained. Especially for food, cosmetics or medicine this may be the case. Check this in advance, even before you invest in your marketing.

VAlidate the HS-codes you use for shipping

Almost every country or trade block in the world has its own detailing on the international HS-code list. With our report you strongly reduce the risk on misclassifications, delays and higher custom duties than expected.

Tell us what you want to ship and where to and we ask you all relevant questions to get to the most likely code.

Frequently asked questions

How to do business development in Europe?

First determine who can be the end-users for your product or service. From who do they purchase now? Interview a number of key players in the value chain how they perceive your offering and ask them who is your competition. Only then you can position your product or service and effectively approach potential buyers.

Is it difficult to find B2B clients in Europe?

In Europe, just as many comparable countries, this all depends on your offering and the way you organise your sales. If you offering already sells in other countries, you have good chances, but you still need to figure out the market structure and the sales channels that perform best. We always recommend to do interviews with key players first.

Is Europe open for international business?

Yes, Europe is certainly open for international business, the country has trade relationships with many other nations and although there may be import duties, certification and other customs regulations, you can certainly sell your goods there.

How to do sales in Europe?

First of all adhere to the local business culture and follow local ways of making appointments and structuring them. Also in Europe, companies want to make profits so if you can show how your product or service contributes to that, then the interest will be not different than in other countries. Where possible, work with local partners or have your sales supported by an international business consultant.

Can you find B2B clients for me in Europe?

Yes, we can certainly do that, because we have experienced business developers in the country. Of course it is important that your product is good, well documented and you have discovered the best sales processes already in your home country.