Ten criteria to bring Corporate value abroad

One of the main challenges faced by small and medium-sized enterprises (SMEs) is effectively communicating their value and generating interest from clients — particularly potential clients — who, by their very number, represent the true commercial asset of any business.

Conversely, when a company succeeds in conveying its unique differentiating features, positive responses and qualified leads are generated almost automatically. These expressions of interest are the true foundation for medium- and long-term business development.

In the following article, we aim to provide simple yet practical guidelines for demonstrating and communicating corporate value effectively. This becomes even more essential when a company seeks to expand its activities into foreign markets.

The perception of value by international operators is not based on the same criteria typical of our local culture or domestic market, and therefore these alone are insufficient for effective lead generation. Moreover, the valuable tool of local word-of-mouth has little to no effect abroad.

to be successful, it is necessary to work on two fronts: the rational and the emotional

The rational aspect involves convincing the client of the advantages offered by the company; the emotional aspect focuses on reducing the natural hesitation that arises when a potential client considers working with an unknown supplier.

On the emotional side, it is also extremely helpful to create conditions in which the client can look good thanks to us: this could mean making a good impression on their superiors (in the case of a buyer) or within their family or social circle (if the client is a private individual).

Here are ten criteria that prove effective:

1. Development of case studies on significant corporate projects: These are essential for objectively demonstrating the value and contribution provided to the market. They build authority and help differentiate the company substantially from competitors.

2. Client testimonials: Any content that comes “from the ground up” carries more credibility than self-referential corporate statements. We must learn from social media feedback and, especially, from online reviews.

3. Consistent and sober storytelling, free from self-praise and based on objective data and circumstances that are useful to the client. Examples include showcasing production capacity through virtual factory tours or communicating ESG commitments that benefit the local community.

4. Non-self-congratulatory activity on relevant social media channels: Let us not forget that our counterparts are increasingly younger and more responsive to new communication styles. Being present on social media means being closer to people and building empathy. Focus on internal resources and diverse stakeholders.

5. Clear definition of target market sectors: Each potential client should easily and quickly recognize themselves among the recipients of the company’s products or services. Everyone wants to work with experts in their specific field.

6. Highlight a specialization — and avoid being too generalist: Explain why your company has established itself in certain sectors and what advantages it brings. The competitive edge must be immediately perceivable.

7. Present an organizational structure aligned with the declared mission: This helps to overcome skepticism regarding your "firepower" when being assessed as a new supplier.

8. Clearly explain what human resources and tools are dedicated to daily customer satisfaction, providing concrete examples. Writing “24/7” is not enough.

9. Justify the efficiency of the internal organization and sales network: This is also reassuring in case problems arise. Depending on the sector, focus on R&D, operational efficiency, or service responsiveness.

10. Demonstrate membership in a valuable local supply chain, such as a prestigious industrial district from which a broad range of expertise can be drawn.

Each sector will be more sensitive to specific aspects: for instance, companies exporting industrial equipment must demonstrate high-level functionality as well as efficient service support.

Those operating in consumer goods will need user testimonials and must offer a broad product range.

Ultimately, everything boils down to demonstrating how we bring value to the customer’s everyday experience.

Very often, the real benefit for the client does not stem from the product itself.

If corporate communication includes these elements, there is no doubt that lead generation efforts will succeed, particularly within the framework of an export strategy.

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