Find clients and sell your products in Spain

Finding clients abroad is always a challenge, and business development in Spain 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 Spain 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.

How to sell your product or service in Spain?

Spain is a vibrant and diverse market where you have good chances of introducing a new product. As of the latest data, Spain has a population of approximately 47 million people. According to the World Bank, Spain’s GDP per capita was about $30,370 in USD as of the last reporting year.

WHAT ARE THE BUSINESS OPPORTUNITIES IN SPAIN?

As the country is recovering, it’s becoming more competitive and attractive to foreign investment. Spain’s array of promising industries are:

Textiles and Apparel
Food and Beverage
Metal and metal manufacturers
Chemicals
Shipbuilding
Automobiles
Machine tools
Tourism
Clay and refractory products
Pharmaceuticals
Medical equipment

WHAT DO YOU NEED TO KNOW ABOUT SPANISH BUSINESS CULTURE?

The business culture in Spain is generally relaxed. Spaniards value trusting relationships. While they may greet one another by kissing on the cheeks, you do not need to do so in business meetings. A handshake is more recommendable. Being great conversationalists, they will ask you about your background and personal life. Your honesty will gain trust and be a foundation for your business relationships. It is advisable to stay humble and non-confrontational.

WHAT ARE NEGOTIATION TACTICS IN SPAIN?

Do not be surprised if meetings do not follow the agenda.
If you want to discuss your business over a meal, you need to inform your counterparts in advance. Do take notes that in Spain, meal time is meant to relax and not to close deals. The one who invites will be the one to pay the bill.
Presentations can go at length.
The way you dress while doing business is important.
Personal networks are essential in this country. It will be beneficial if you have a local representative with an extended network.
Negotiations should only begin after you have already established the relationships.
Final decisions depend on people with senior positions in the company.

Who actually decides?

Business development abroad fails more often on the wrong contact than on the wrong product. Decide first whether you sell to end users, to a procurement department or through a partner: each asks for a different pitch and a different price level.

Expect to adapt three things per market. The language of your materials, your proof — local references count for more than global ones — and your price positioning against the local alternatives.

Do you need help in Spain?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding your first clients in Spain in three steps

Step 1

Define the target group

Describe the companies or consumers you want to reach, the budget they have and the problem you solve for them. Skip this and every later step costs more time.

Step 2

Build a list and approach

Collect 50 to 100 relevant companies, find the person who decides, and reach out in the local language by email, LinkedIn or telephone.

Step 3

Follow up and localise

Track what you hear back and sharpen the pitch on it. Add local proof: translated pages, references from the region and a local number or partner.

Find clients and sell your products in Spain