Export is all about Sales: How Cleanspace became a multimillion-euro business
(Published on Exporters’ Guide 2018-2019)
CleanSpace Technology, a Sydney-based manufacturer, is a long-term client of
Exportia Australia. In five years, CleanSpace has become a serious player in the
European market of respiratory protection, shamelessly challenging industry
leaders such as 3M.
CleanSpace Technology, a Sydney-based manufacturer, is a long-term client of Exportia Australia. In five years, CleanSpace has become a serious player in the European market of respiratory protection, shamelessly challenging industry leaders such as 3M.
Why did CleanSpace start its international expansion with Europe and not the United States?
Our global exporting strategy included both Europe and North America. Gaining experience quickly in export markets was key to our investment criteria. Because our market is heavily regulated, we chose to go through the European regulatory pathway first due to its transparency, collaborative process, and access to large, wealthy and sophisticated markets. The Conformité Européenne (CE) Mark has very good international recognition, and has enabled the company to enter non-European markets such as South America, the Middle East, Africa and Asia.
The speed at which you successfully entered the European market is amazing. What actions did CleanSpace take to achieve this success so fast in Europe?
It came down to focus, and working with reliable and capable partners who we could trust, such as Exportia. Initially, the team tested several European markets, and identified France and Scandinavia as fast adaptors
for CleanSpace that were also easy to do business with. We concentrated our efforts and resources on growing sales in those markets. With Exportia, we were able to rapidly secure major distributor partners and key accounts with leading European multinationals in France. Key reference sites companies Vinci Group and ArcelorMittal played an important role in providing confidence and credibility for the brand, which then activated other market partners. With successes in these two regions, the team set up other distributors that opened up markets all over Europe. Today in Europe, CleanSpace boasts an experienced sales team with more than 50 distributors and double-digit
What advice would you give to an Australian manufacturer?
Focus, persistence and working with a trusted partner to deliver the early wins is vital. European businesses are long-term thinkers. To gain trust, an exporter has to demonstrate that they are committed to the market. Exhibiting
at industry trade fairs and winning innovation awards built our sales pipeline, a local network and brand recognition. Consistently returning each year to these trade shows showed our commitment to the market.
I strongly recommend Exportia. The partnership with Exportia delivered CleanSpace’s first major European sales,
its first distributors and its first sales director. Exportia has adapted and grown with the company and is agile enough to work with a fast-growing business entering new markets. The team is sophisticated and experienced,
working seamlessly within a technology-rich and highly regulated market.
Reach one million euros in sales
Listed below are four steps to grow your business to one million euros in sales and beyond.
Step 1: Make sure you’re ready to export
To save you time and money down the track, the first step is to identify any gaps you need to tackle before launching in Europe. You also need to know your strengths and how these will help you succeed in Europe.
To do this, you can complete our free Export Readiness Diagnostic test on the home page of our website. In 20 minutes, you’ll go through our seven mission-critical pillars and receive your tailored report. It will summarise how you score, and will give you an action list and a benchmark.
Step 2: Market validation
Having determined that you are ready, it’s time to validate your potential in Europe. This means determining which European countries have the most potential for your product or service; ideally, you will focus on just two. For both of these countries, you will map out your potential distributors and clients, introduce yourself to them and gather their feedback.
At the end of this stage, you will know whether you have a market in Europe and what your strategy is to generate sales.
Step 3: Leads generation
Your strategy is defined and you know that you have a market in Europe. It’s time to concentrate on leads generation. Now your focus is on generating your first sales. You need to do a ‘push and pull’. You push: generate leads in your target market in your top two countries; and simultaneously pull: you secure your channel partners (or distributors) in your top two countries and redirect these leads towards them. You focus on this stage until you have generated significant sales.
Step 4: Scale
By now you should have gained a good understanding of the European market and secured your first sales. Now it is time to scale. Decide where your focus should be by asking yourself, ‘What’s next? Should we reach out to more customers? Add new distributors? Enter a new country? Hire a local sales rep?’ Scaling to one million euros, or
going beyond, can be achieved by focusing on one of these activities.
Would you like to get started in Europe? If you want to take your first step towards your first million euros in sales, go to our web page at diagnostic.exportia.com.au and take the test.
If you have any questions about your report,
contact us at www.exportia.com.au or email Christelle
Grab your copy now or view the online edition here on page 26-27 : http://australianindustrygroupexportersguide.realviewdigital.com/#folio=26