Selling your tech to Europe without travelling

The Challenge of Selling to Europe Without Travel

In today’s business landscape, international sales have changed dramatically. While global travel restrictions have made it difficult to visit clients and attend trade shows, companies still need to expand and grow their export sales.

At Exportia, we work closely with small and medium businesses (SMEs) to help them sell new technologies into the European market—without traveling. Over the past year, we have achieved record sales for our clients, proving that it is possible to export successfully despite travel restrictions.

This session covers five critical strategies that will allow SMEs to sell in Europe without setting foot there:

Refining your target industries.
Generating leads remotely.
Adapting your sales process for virtual selling.
Maintaining direct access to end users.
Optimizing your sales team for online success.

Why This Matters Now

Businesses cannot afford to put export growth on hold. Sales cycles in Europe require persistence and long-term engagement, and waiting for borders to reopen is not a viable strategy. European buyers have adapted to virtual sales, meaning SMEs must also adopt digital-first approaches to selling.

1. Refining Your Target Industries

To succeed in selling remotely, businesses must focus on industries that are growing despite economic uncertainty.

Key Actions:

✔ Shift focus to recession-proof industries such as:

Healthcare and medical technology.
Water treatment and environmental solutions.
Cybersecurity solutions (as remote work increases security risks).
E-commerce supply chain technologies (warehousing, logistics, automation).
✔ Avoid struggling industries such as retail-dependent businesses.
✔ Analyze trends and adjust sales priorities accordingly.

For example, one of our clients traditionally targeted the retail and garage industry. During the pandemic, we shifted their focus to road maintenance and emergency transport sectors, which continued to operate. As a result, they were able to sustain and grow their European sales.

2. Generating Leads Without Travel

With no access to trade shows, businesses must rely on digital strategies to generate leads.

Effective Lead Generation Strategies:

✔ Social Media Advertising – Facebook and LinkedIn ads can generate interest among European buyers.
✔ Google Ads & SEO – Optimize content to attract relevant search traffic.
✔ Email Sequences – Develop automated email campaigns to stay in touch with leads.
✔ Webinars – Organize online sessions to engage potential buyers.
✔ Personalized Video Messages – Instead of traditional sales calls, record a customized product demo and send it directly to prospective buyers.
✔ Cold Calling & Digital Outreach – Contact European decision-makers via LinkedIn, email, or video calls.
✔ Digital Trade Shows & Conferences – Many European trade shows now offer virtual booths, online networking, and lead databases.

One of our healthcare clients participated in a digital medical conference and had 500+ viewers watch their product demo—something that would have been impossible in a physical event.

3. Adapting Your Sales Process for Virtual Selling

Once leads are generated, businesses must redefine their sales process to work online.

How to Adapt to Virtual Sales:

✔ Host Live Virtual Product Demos – Use Zoom, Teams, or Webex to showcase your product.
✔ Create a Dedicated Demo Space – Set up a video-ready environment to demonstrate your product professionally.
✔ Prepare Visual Sales Content – Make your sales pitch more engaging with graphics, animations, and testimonials.
✔ Trial & Sampling Options – Offer a limited test purchase or ship product samples to potential customers.
✔ Distributors as Sales Partners – If you work with European distributors, train them to present your product online.

Example: Remote Sales Demonstration

A German buyer refused to schedule a live call, so we recorded a personalized video demo, addressing their concerns and showcasing the product’s key benefits. The approach worked, and we secured a follow-up meeting.

4. Maintaining Direct Access to End Users

While distributors play an essential role, it is crucial to maintain a direct relationship with your end users.

How to Stay Connected to End Users:

✔ Onboard and train them on your product’s best practices.
✔ Monitor customer satisfaction and gather feedback.
✔ Provide direct support to resolve concerns quickly.
✔ Develop a long-term engagement plan for continued education and support.

Why This Matters:

If a distributor underperforms, you still have customer loyalty and demand.
Having a direct line to customer feedback allows you to improve your product and marketing.

5. Optimizing Your Sales Team for Online Success

Your sales team needs to transition into digital selling mode. This means upgrading their skills, tools, and habits to be effective in an online sales environment.

Best Practices for Virtual Sales Teams:

✔ Train them on delivering engaging virtual presentations.
✔ Ensure they have professional backgrounds, lighting, and audio for calls.
✔ Equip them with portable internet solutions to avoid connectivity issues.
✔ Encourage team collaboration through internal webinars and skill-sharing.
✔ Support their well-being – Remote work can be isolating, so regular check-ins are essential.

Recommended Sales Tools:

✔ Zoom, Microsoft Teams, Webex – For virtual meetings.
✔ Google Meet, Jitsi, or Skype – Alternative video conferencing tools.
✔ CRM software – Track leads and manage customer relationships.
✔ Digital trade show platforms – Engage with potential buyers online.

A well-trained digital sales team is the foundation of success in selling internationally without travel.

Key Takeaways: How to Sell to Europe Without Traveling

✅ Focus on recession-proof and booming industries (healthcare, cybersecurity, e-commerce logistics).
✅ Use social media, Google Ads, email sequences, and webinars to generate leads.
✅ Create engaging virtual sales experiences with live demos, personalized videos, and trials.
✅ Maintain direct relationships with end users even when working with distributors.
✅ Ensure your sales team is trained and equipped for virtual selling.

Next Steps: Implement & Grow Your Sales in 2021

As we move forward, exporting to Europe without travel will continue to be the new normal.

Your Challenge:

Pick one strategy from this session and implement it in your business over the next month.

➡ Need help refining your European sales approach?
Visit Exportia for expert guidance.

By adapting to new sales methods and digital strategies, SMEs can continue to grow in international markets despite travel restrictions.

Final Thought: Imagine Record Sales in 2021

Despite the pandemic, our clients have achieved record-breaking export sales in 2020 and 2021. With strategic adjustments, you can successfully sell your technology in Europe—without setting foot there.

Now is the time to implement digital sales strategies and position your business for long-term success.