What Market Entry Barriers are and why they matter

Market Entry Barriers stand between you and your product´s success in the target market. When people start evaluating your product, it boils down to two questions: Will any organization buy it and will the people use your product?

People hate change

People, as well as organizations, don´t like to change the way how and with whom they do business. Especially, they hate to deal with foreigners under new terms and conditions. 

Important Market Entry Barriers

  • The Cognitive Hurdle: Organisations and employees historically have grown comfortable with the status quo.
  • The Resource Hurdle: The greater the shift in strategy, the greater the resources it requires for execution
  • The Motivational Hurdle: How to motivate key players to move fast and tenaciously to carry out a break from the status quo?
  • The Political Hurdle: How to overcome opposition from powerful vested interests

Overcome Market Entry Barriers with Fair-Process

Fair process is a concept developed by W. Chan Kim and Renée Mauborgne that builds execution into the strategy by creating people’s buy-in up front. If the fair process is exercised in the strategy formulation phase, people trust that a level playing field exists, inspiring voluntary cooperation during the execution phase. Research has shown that people care not only about outcomes but also about the process that produces these results. For a decision process to be seen as fair, the people affected must have the opportunity to give input and possibly to influence the decision, and the decision process and rationale must be transparent and clear. Existing research has shown empirically that fair process enhances both employee motivation and performance in execution.

Whether people are senior executives or shop employees, they all look to these elements. Three mutually reinforcing elements inspire cooperation and define the fair process because people trust that a level playing field exists.:

  1. Engagement
  2. Explanation, and
  3. Clarity of expectation

Fair Process establishes stakeholder buy-in up front.

Do appropriate research and identify stakeholders

It´s a waste of time and budget to enter the German market without a plan. Better connect with a local expert who knows, what he´s doing. While you may try different value propositions in B2C, that´s hardly an option in B2B (because of implementation efforts). An investment in premium research like our pays if your business has a significant business potential, as we help to understand the target market dynamics within the new region. We identify key stakeholders and accessible customer segments.

  1. Identify buying centers, their key players, and hidden agendas,
  2. Work with these individuals with a fair process minded attitude,
  3. Identify organizational dynamics and the ones open for business.

Working with a local go-to-market specialist will give you access to local insights in form of target market know-how and unbiased expert feedback. And as any bait has to appeal to the fish, not the fisherman, you should focus on your target customers in the new region.

How to connect with local prospects and overcome Market Entry Barriers

  1. Showcases

    The Web offers a lot of opportunities for you to showcase your knowledge of your subject area, no matter what it is. LinkedIn Answers, your own blog, and topical forums – they’re all channels in which you can offer advice and get your name out there. The more helpful you are, the better. Your messages will serve as lasting beacons that can result in leads tracking you down. As far as sales go, there are few more favorable situations than that.

  2. Pay Per Click (PPC) Campaign

    PPC campaigns can be a very effective way to find exactly the types of leads you want. It will depend on what you’re selling, but with a little research, you can find a set of keywords that can pull in a stream of leads that are very likely to include small business owners. What’s great about this method is that, by clicking, the leads have already taken an action that shows some interest in your product. This acts as a pre-qualification to filter out pointless connections

  3. Bridgehead and Cross Promotions

    Customers of your partner business will learn about your company as a result of the joint project, and you’ll instantly have access to a second audience. If you chose your partner carefully, this second audience could be a natural fit as customers of your business.

  4. Leveraging our Network with Premium Content

    Facebook, Twitter, and other social media platforms. They’re a highly cost-effective way to make connections. It takes very little time, and the only thing you absolutely need to do is stay consistent. Post regularly on topics that are relevant to your business, and you’ll quickly cultivate a reputation for being knowledgeable and active.

    – Guest writing: you can either write something for an influential publication to reach their large readership or invite an influencer to post on your blog to attract their readers to your website.

    – Interviews and Q&As: interview an influencer about something both of your audiences have in common and publish as written, audio, or visual content.

    – Interviews and Q&As: interview an influencer about something both of your audiences have in common and publish as written, audio, or visual content.

    – Livestreaming: for a real-time and personal campaign, host an online event together to be streamed live.

    – Video series: a series of videos involving different influencers that people can tune in to can build a deeper connection with their audiences.

    – Reviews: to promote a specific product or service, inviting influential target customers to create a review gives their audience an in-depth recommendation.

    – Expert opinions: add more authority to the content you create yourself by adding in insights from influencers.

  5. Local Content Distribution

    – Social media takeovers: handing your social media profile over to an influencer for the day (or taking over theirs) brings their audience into your community and offers a boost in engagement.

    – Branded hashtags: if you have a campaign with a branded hashtag, recruiting influencers to use it will encourage their audiences to, as well.

    – Giveaways: hosting a social media giveaway or contest alongside an influential partner expands the possible entries and increases the chance of virality.