EXPORT RECOVERY SERIES | VOICE FROM THE MARKET | AUSTRALIA
The disruption of C19 will uniquely provide many Trans-Tasman opportunities, and the combined bubble with Australia will be best met with one of our favourite words of the series (apart from unprecedented), collaboration.
Be brave, talk with others, and build collaborative partnerships – they are not easy, but will be a key in solving the challenging problems that lie ahead.
The discussion amongst the ERP7 panelists focused on this opportunity in one of our biggest, but also one of our most challenging markets, which will require New Zealand exporters to have a clear strategy, detailed plan, and then a very careful approach to partners and channels to make the most of the advantage we have :
Don’t look to ‘sell’, but look for mutually beneficial solutions to best leverage this situation – what walls may have been up in the past could be broken down through the necessity of our two countries relying on each other more than ever before.
Understand what the needs of the buyers are in Australia that you are approaching, clearly and distinctly, and then strictly define your value to those needs – now more than ever before.
Get your pricing right – it may be a new world, but margins in Australia are hard to maximise, and need to be carefully managed to make sure you can get the buyers attention and access to their channel, but also make some money along the way.
Collaborate and seek help – with structures and margins as tight in Australia as they are, you need someone holding you hand to help you through – talk to NZTE, those in the industry, those you can trust, to get the right insights.
Now may be the time to leverage getting access into the Australian market, in scale and volume, by sacrificing margin, then rely on good relationship management to improve margins and profit later. However, this strategy will need a good plan to execute well.
Before your approach to the Buyer – think of all the questions they might ask, show you have an understanding of their needs, outside of just margin. Find out what they are being asked to drive and be judged on, and then use your ability to meet those criteria and move the conversation away from just price.
The desire between the countries to collaborate common issues is being met by action – i.e. a digital health passport is being fast tracked with development from both sides of the Tasman. Don’t assume where blocks were before that they will be there now
Both countries have great entrepreneurs and trainers – but sharing this expertise was sometimes too difficult before – now there is a new world of possibility in training and development, assisted by intent and technology [see the links below
With digital commerce B2B – understand your target customer’s journey, how this business will interact with your service, and the added value that this interaction will bring to them.