How Exporters can survive COVID-19 and then prosper

According to Austrade, the COVID-19 pandemic has disrupted businesses worldwide, with exporters being particularly affected. With international borders closing, supply chains being interrupted, and demand shifting unpredictably, many exporters have struggled to maintain operations while adapting to new challenges. Some industries have faced severe declines in demand, while others have seen unexpected surges.

To address these challenges, Exportia hosted a September webcast update, titled “How Exporters Can Survive COVID-19 and Then Prosper.” The session provided insights into how SMEs (small and medium enterprises) can reconfigure their business strategies to build resilience and long-term growth in international markets.

Why Exporters Need a Long-Term Strategy

Now that businesses have adjusted to the initial disruptions of COVID-19, it is essential to move beyond short-term survival tactics. The focus should now be on developing long-term business resilience and sustainable international growth strategies.

This webcast, led by Christelle Damiens, Managing Director of Exportia, explored:

The evolving challenges faced by SMEs in international markets.
Strategies to reconfigure sales processes to align with new global realities.
Best practices for engaging overseas customers and business partners remotely.
How businesses can future-proof their international sales operations despite ongoing uncertainty.

About the Speaker: Christelle Damiens

Christelle Damiens is a business author and a seasoned expert in taking Australian technology to the European market. With years of experience helping Australian businesses enter the EU market, she provides practical, results-driven strategies for exporters.

Her upcoming book, “The Four Steps to Generate Your First Million Euros in Sales,” is set to be released on September 29th. During the webcast, she shared key insights from her work, including real-world examples of how her clients have adapted successfully to international sales challenges during the pandemic.

She emphasized that businesses must reframe their approach to global sales since COVID-19 has created new expectations for customer engagement, supply chain reliability, and business continuity.

10 Key Strategies for Exporters to Thrive During COVID-19

The Exportia webinar outlined 10 practical steps exporters should take to mitigate risks, maintain international customer relationships, and drive business growth despite ongoing restrictions.

1. Demonstrate That You Are Open for Business

Many businesses have struggled to remain operational during COVID-19. Customers and business partners need assurance that you are still active and reliable.

To maintain visibility in international markets:

Update your website regularly to showcase ongoing operations.
Engage on social media to reinforce your presence.
Continue email marketing efforts, even if the content is minimal.
Ensure Google Business and LinkedIn profiles are up-to-date.

Maintaining a consistent online presence reassures international clients that your business is stable and ready to serve their needs.

2. Make Your Products and Services COVID-19-Proof

Since travel restrictions and health concerns have changed the way customers interact with businesses, adapting your product or service offering is critical.

Key considerations include:

Remote installation and training: Can you support customers virtually instead of sending teams on-site?
Contactless operation: Can your product be redesigned to minimize physical contact?
Online monitoring and support: If your equipment or software requires servicing, can you enable remote diagnostics and support?

Innovative businesses have found ways to digitize product usage and customer support, creating a competitive edge in international markets.

3. Strengthen Relationships with International Customers

Now is the time to nurture key customer relationships and ensure loyalty. Regularly check in with existing international customers to understand how they are coping.

Key steps:

Call or email your top international clients to discuss their challenges.
Identify whether COVID-19 has impacted their demand or operations.
Develop tailored support solutions to strengthen partnerships.

In times of uncertainty, customers prioritize suppliers who stay engaged and offer proactive solutions.

4. Re-Evaluate Your Target Industries

COVID-19 has reshaped global markets, with some industries struggling and others thriving. Businesses should reassess which industries offer sustainable opportunities and redirect sales efforts accordingly.

For example, companies that previously sold to retail might shift towards emergency services, healthcare, or industrial sectors that are more resilient.

By identifying high-demand industries and adjusting your strategy, you can protect your revenue stream and increase sales potential.

5. Take Advantage of Government and Industry Support

Numerous government initiatives are available to support exporters. Programs such as the Export Market Development Grant (EMDG) and Austrade’s business support provide financial and strategic assistance to help businesses maintain international operations.

Other organizations, including industry associations and local government trade groups, offer resources, mentorship, and networking opportunities.

6. Adapt Your Sales Process for Remote Selling

With face-to-face sales meetings limited, businesses must adopt digital sales strategies to generate leads, convert prospects, and close deals remotely.

Recommended approaches include:

Social media marketing and lead generation campaigns
Video sales presentations and product demonstrations
Online proposals, pricing, and contract signing tools

7. Assess and Strengthen Your Distribution Channels

For exporters relying on distributors and channel partners, it is critical to assess their financial stability and sales performance.

Check on your distributors to ensure they are still operating effectively.
Evaluate their sales team’s activities—Are they actively promoting your product?
Adjust responsibilities—Can distributors provide additional local support, maintenance, or installation services on your behalf?

8. Identify New Business Opportunities

Despite the challenges, COVID-19 has also created new business opportunities:

Increased demand for paperless, digital solutions
Growth in cybersecurity solutions as companies transition to remote work
New needs for safe, contactless technologies

Businesses that innovate and pivot their offerings will be more competitive in the post-pandemic world.

9. Support and Motivate Your Sales Team

Sales teams have been significantly impacted by travel restrictions and remote work. To maintain productivity:

Assign new business development projects to keep teams engaged.
Offer virtual training and coaching.
Ensure employees have the right tools for remote work.
Monitor mental health and motivation levels.

10. Secure Cash Flow and Enforce Payment Terms

With financial instability affecting many businesses, exporters must prioritize financial security by:

Requesting upfront payments whenever possible.
Being strict about payment deadlines and late fees.
Monitoring distributor and customer payment behaviors.

Securing strong cash flow will help businesses navigate potential economic downturns.

Final Thoughts: The Path Forward for Exporters

While COVID-19 has disrupted global markets, businesses that adapt, innovate, and strengthen relationships will emerge stronger.

Christelle Damiens emphasized the importance of agility in international business, stating:
“We don’t know when COVID-19 will end, but businesses that reframe their strategies and leverage digital sales tools will be well-positioned for long-term success.”

By embracing digital transformation, diversifying customer bases, and leveraging government support, exporters can navigate uncertainty and build sustainable international growth.

For more insights, exporters are encouraged to connect with industry experts, leverage Austrade’s resources, and explore Exportia’s global sales strategies.