Home » The market has no boundaries: digital opens up to the world, keep an eye on relationships

The market has no boundaries: digital opens up to the world, keep an eye on relationships

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New opportunities

«If the world business-to-business, with sectors such as mechanics andautomotive, operates above all on reserved platforms that can be traced back to existing value chains, the business-to-consumer is bringing out opportunities in the agri-food sector and in the world of furniture and design. However, fashion remains the excellence in digital export, with over two thirds of the turnover achieved on the web by Italian companies to foreign consumers “, says Andrea Boscaro, partner of The Vortex, a training company dedicated to digital media, which for years has been committed to collaborating with the Istituto Commercio Estero, Promos Italia and trade associations to increase the competitiveness of local businesses.

But be careful. Before selling on global markets, it is necessary to know the dynamics, processes, relationships: a commitment that goes from preliminary contact with the customer prospect to post-sales actions: «Selling online means designing an order factory with the consequent complexities in terms of procurement, delivery and adaptation of labels. And more communications and obligations with respect to the specific target country.

Therefore, in order to face abroad, it is necessary to know digital strategies – from the generation of business contacts to online sales – and the investments necessary to develop a presence in often more mature and therefore more competitive markets. You can gradually start a collaboration with local partners or take advantage of the operational and logistical support of the marketplace. The tactical use of platforms of lead generation how Houzz in furnishing can work alongside the multi-language version of its website », says Boscaro.

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«Aloha spirit»

The winning key remains training, combined with the sharing of good practices. The balance passes from an almost maniacal attention to languages ​​and relationships, well beyond the technological element. What makes the difference is the effect “aloha spirit, That is, the conversational spirit, as Lawrence Downes wrote in the New York Times: what matters is to be in tune with the specific community to which one is addressing. «Technology matters, but it is increasingly accessible thanks to the enormous diffusion of solutions open source and of community which also develop the necessary functionalities for multi-language and multi-currency sites: for example, Google has introduced tools to facilitate the correct indexing of sites in relation to the reference markets. This is why ecommerce has to do with psychology, as much as it has to do with technology: it cannot be separated from an efficient customer care in foreign languages, especially in the pre-sale », concludes Boscaro.

Once again the game for attention and its purchase in the digital arena is played on relational skills, in addition to technological ones.

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