Expanding into international markets is a significant undertaking for any SME. While the opportunities are substantial, the path to revenue is rarely straightforward. Sales friction – the obstacles that slow down or prevent a prospect from becoming a customer – is one of the most common reasons international expansion efforts underperform.
At SEKIM International, we work with SMEs to identify and reduce these friction points. This article explores the common sources of sales friction in international markets and the practical steps businesses can take to address them.
What Is Sales Friction?
Sales friction refers to anything that makes it harder for a potential customer to move through the buying journey. It can be operational, informational, or relational. In domestic markets, these friction points are often familiar and manageable. In international markets, they multiply.
Common examples include:
- Long response times across time zones
- Unclear pricing or landed cost calculations
- Lack of local stock availability
- Difficulty verifying product compliance with local regulations
- Uncertainty about after-sales support
- Limited local references or proof points
Each of these adds hesitation. Combined, they can bring a sales process to a halt.
Why Sales Friction Matters More in International Markets
In your domestic market, your brand is known, your references are verifiable, and your responsiveness is expected. Internationally, none of these are guaranteed. The cost of acquiring a customer is higher, and the trust deficit is wider.
Buyers in new markets are also taking on more perceived risk. They are committing a budget to a supplier they may never have met, in a country they may not know well, with no easy recourse if something goes wrong. Reducing friction is about closing that trust gap.
Common Sources of Sales Friction
1. Slow or Unclear Communication
Time zone differences make real-time communication difficult. If a prospect sends an inquiry and doesn’t hear back for 48 hours, momentum is lost. Consistency matters as much as speed – irregular follow-ups signal disorganisation.
- What Helps:
- Agree on a clear response time commitment (e.g., within 24 hours)
- Use shared channels (email, WhatsApp, LinkedIn) that suit both parties
- Assign a single point of contact to avoid confusion
2. Unclear Pricing and Landed Costs
International buyers need to understand the full cost of doing business with you — not just the unit price, but freight, duties, VAT, and any intermediary margins. If this isn’t clear early, the conversation stalls.
- What Helps:
- Prepare landed cost models for key markets
- Be upfront about pricing structures and any additional costs
- Provide clear MOQs and payment terms
3. Lack of Local Availability
If your product isn’t stocked locally or has long lead times, buyers may hesitate. Availability is often the deciding factor between two similar suppliers.
- What Helps:
- Work with local distributors or stock points where possible
- Offer realistic lead times and communicate them clearly
- Explore consignment or buffer stock arrangements for key accounts
4. Compliance and Certification Uncertainty
In many markets, buyers need proof that your product meets local regulations or industry standards. If compliance is unclear, the sales process stops.
- What Helps:
- Prepare a compliance pack for each target market
- Provide certificates, test reports, and declarations upfront
- Work with local experts to verify requirements
5. Weak Local Proof Points
A prospect in Germany or the UAE has no way to verify your reputation unless you give them something to reference. Without local case studies or testimonials, trust must be built from scratch.
- What Helps:
- Share relevant case studies, even from other markets
- Offer references who can speak to your reliability
- Provide product demonstrations or samples where possible
6. After-Sales Ambiguity
Buyers want to know what happens after the sale. If spare parts, warranty, or service support are unclear, they may choose a competitor with a more established local presence.
- What Helps:
- Define your after-sales process clearly in proposals
- Partner with local service providers where necessary
- Provide a named contact for post-sale support
Steps to Reduce Sales Friction
Reducing friction isn’t about removing every obstacle – it’s about identifying the ones that matter most and addressing them systematically.
- Map the Buyer Journey: Understand each stage from first contact to signed order. Identify where prospects drop off or go quiet.
- Gather Feedback: Ask prospects and partners what slowed them down. The answers are often simple and fixable.
- Prepare Your Sales Assets: Ensure your proposals, pricing, compliance documents, and references are ready before outreach begins.
- Commit to Response Standards: Set internal SLAs for response times and follow-ups. Consistency builds trust.
- Review and Refine: Friction points change as your market presence grows. Revisit them regularly.
In Summary
Sales friction is one of the most common – and most solvable – challenges facing SMEs expanding internationally. By identifying where prospects hesitate and addressing those points directly, businesses can shorten sales cycles, improve conversion rates, and build stronger relationships with international customers.
We’re here to help…
If you need help with your international expansion, please reach out to us through the contact form below and we will be happy to assist.