By Lee Benson, CEO of Able Engineering & ETW
I remember when we first started trying to sell our products and services internationally. We identified a few customers that we thought had a need for our services, started sending them information and then went on trips to call on them directly. Looking back, we made so many mistakes and wasted a ton of money.
Even though we’ve done very well, we could have grown twice as fast internationally had we asked the right questions up front and shored up our global growth foundation.
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