Three things you need to know about any country before expansion. 2023 Wrap-up.

International market entry requires a strategic focus on trust, market intelligence, and patience regarding B2B sales cycles. Establishing trust varies by region; while Nordic markets like Denmark grant upfront "benefit of the doubt," regions such as Colombia and the UAE prioritize long-term personal relationships before conducting business. Success depends on rigorous "homework" to identify local stakeholders and needs, a process now facilitated by digital research tools that reduce the high costs of learning through trial and error. Furthermore, global expansion often necessitates a B2B approach through local partners, resulting in protracted sales cycles ranging from nine months in Canada to two years in the UAE. Navigating these complexities requires treating international growth as a marathon rather than a sprint, supported by specific techniques in lead generation and interest-based negotiation to manage the inherent delays in securing foreign contracts.