Part 1
Foundations of EXPORT Success
- What EXPORT management really means
- Strategy before tactics
- Building trust with every touchpoint
- The strategic power of business empathy
- Aligning interests
- One product, one market
- The EXPORT Project Canva
Global markets. Real growth.
How to EXPORT More
Strategies and Tactics for B2B Global Success
Most companies don't fail at exporting because their product is wrong. They fail because they try to sell everything, everywhere, all at once. This book presents Merih Marzari's practical method, shaped by more than 30 years of international experience advising over 50 companies across the industrial and hospitality sectors. Written to be clear and easy to apply, the method comes down to this: choose one product and one market, win the right customers, then hand a proven model over to your team.
By Merih Marzari · EXPORT Solutions
EXPORT is not about selling further away, but about creating unique value that matters, making our company the natural first choice, by focusing every day on delivering a distinctive customer experience built on mutual trust.
Merih Marzari
One product, one market
Focus beats ambition. Choose where to win first, instead of selling everything everywhere at once and running out of budget, energy and patience.
Strategy before tactics
Tactics without strategy are movement, not progress. Set the goal, the budget and the deadline before the first email or trade fair.
Trust at every touchpoint
EXPORT is about creating unique value that matters, so your company becomes the natural first choice through a distinctive customer experience.
A model you can hand over
The book ends where real growth starts: a working EXPORT model your own team runs every day, without depending on the consultant.
What's inside
Six parts, one working EXPORT model
After every chapter you will find a Notes & Ideas page, and at the end of Parts 1 to 5 a page for your Action Plan. The templates in the toolkit are designed to be copied and reused.
Part 2 · 50%
Marketing
- Studying your own company: the baseline
- Choosing the target market
- Profiling your ideal customers
- Crafting authentic messages
- Testing the model: 1 → 3 → 6
Part 3 · 30%
Sales
- Clear quotations
- Negotiation patterns
- Closing the deal
- After the first order
Part 4 · 20%
Branding
- Tailoring for customer satisfaction
- Long-term customer relationships
Part 5
Making It Stick
- Handing the model over to your team
- Tracking results that matter
Part 6
The Exporter's Toolkit
- Seven ready-to-use templates
- A complete walkthrough
- EXPORT readiness check
- Glossary of EXPORT terms
The 50 / 30 / 20 balance
Most EXPORT projects fail long before the first quotation
The book divides the effort of an EXPORT project into marketing, sales and branding, because that is where the work belongs. Many teams honestly split their time closer to 10 / 80 / 10: almost everything goes on quotations and chasing orders. Moving towards 50 / 30 / 20 is the first change this book asks of you.
Expert Tip: ask your team how they really split their EXPORT time between marketing, sales and branding. The honest answer is usually a surprise.
Marketing
50%Understanding the market, profiling ideal customers, testing the message.
Sales
30%Clear quotations, negotiation patterns and closing techniques.
Branding
20%Tailoring every touchpoint so customers are satisfied and stay.
What you will find in every chapter
Myth vs. Reality
A common belief about EXPORT, and what actually happens in the market.
Steps
What to do, in the order to do it. Take your real project through each chapter.
Expert Tip
One practical habit you can start using tomorrow morning.
Business owners
Who want EXPORT to become a real part of their revenue, not a lucky occasional order.
EXPORT and sales managers
Who need a method rather than more motivation: strategy, models and templates that work.
Sales teams
Who will run the model every day, with one common language for every decision.
About the author
Merih Marzari · EXPORT Solutions
Since 1999, Merih Marzari has been active globally supporting companies with EXPORT marketing and sales services in Europe, the Middle East, the Far East and the Americas. His work: helping companies open new markets and win specific market niches, one client at a time, then handing the working model over to the company's own team.
- Over 26 years of international growth experience
- In-country experts representing companies professionally
- English, Italian, Spanish, French, German and Portuguese
- Long-term ethical partnerships, not spot sales
"Merih was my partner to improve our production. He supported our people and worked like a team with them. His engagement for continuous improvement was phenomenal. On marketing and sales Merih is one of the best."
Reader reviews
What readers say
★★★★★
"The 50/30/20 split changed how I plan my week. Marketing finally gets the attention it deserves before we chase the next order."
★★★★★
"Practical from page one. We used the EXPORT Project Canva to brief our team and picked our first new market in two days."
★★★★★
"Finally an EXPORT book that talks about customers and focus, not paperwork. The chapters on quotations are worth the price alone."