Your Business: Offshore deals with Craig Armstrong, NZ T & E

Craig Armstrong, a customer director with New Zealand Trade & Enterprise.

Craig Armstrong is a customer director with NZTE.

What are some of the ways small New Zealand companies make connections with big-name brands offshore?

There are five ways that I can immediately think of.

First, think about your own existing connections and partnerships, and 'follow' those, whether they are suppliers or customers - distributors, importers or wholesalers; second, use the resources of NZTE, MFAT and KEA; third, get offshore to trade shows and events; fourth, be friendly and open to, and with, people you meet on the plane and in airport lounges; and finally, use online networks like LinkedIn and contribute to the stories being exchanged. In short, be open to all the opportunities that might be right in front of you.

It's one thing to garner interest from a large potential customer offshore, but what are the factors that help small New Zealand companies seal those kinds of deals?

Be present, and go back, and go again. You can't build a relationship or do the initial scene-setting deal over the phone. Also, shut up and listen. And ask questions - you are there to solve problems they have, or tell them how your product or service is going to position them advantageously versus their competitor, and unless you listen to what they are saying you'll never find out the critical factors or find out what the problem really is.

Don't sell products, sell solutions - and better yet, introduce those solutions wrapped in an understanding of the market that potential customer operates in. Do you know it? Do you know who their customers are? What is the business they are in? How good is your homework and preparation? Be ready to prove to them you have delivered in full, on time and to spec before, and have market data, references or referrals at hand.

What makes those kinds of relationships successful in the long term so they have a lasting impact on the growth of the smaller Kiwi partner?

You will establish a relationship with a real person, someone just like you. Give a little - time is often the best - and don't just expect to get. Focus on getting the third sale, not the first; have some fun together; and never let them down. Always do what you said you'd do, deliver more than you'd said you would and be responsive.

Do that, and the person on the other side will come to value that openness and performance, and will seek you out to assist with concerns or problems that haven't even presented themselves. I remember my 'biggest' sale was solving a guy's tree problem. I was actually selling beverages at the time, but the fact that I listened to his stories about his home life, what really was keeping him awake at night and just happened on an expert that could help him, I retained years' worth of business at no discount, with no competitive tender.

Lastly, what advice would you have for the owner of a small New Zealand company that's going on this kind of journey?

There are two key things for me. The first is to be forever curious - walk an extra aisle, turn the corner, get out of the hotel, force yourself to meet someone new and go see things for yourself. The second is to leave something on the table. Don't do a deal that is so tight the customer can't make any money, and that doesn't allow both of you to invest.

Coming up in Your Business: What are the factors that allow some businesses to endure over time? What strategies have they employed to stay relevant to the market over a long period? If you've got a story to share about longevity in your business, get in touch: nzhsmallbusiness@gmail.com.