Advances in business communication technology over the past few years have shrunk the marketplace. If your organization has been routinely conducting international business for many years, you’ve probably noticed an explosion in competition. Not only does the new, advanced technology allow smaller businesses to compete on an international scale by utilizing hardware and software that allow for easy global communication, it makes that communication cheap and easy. Video conferences require no more than a smartphone or laptop and a minimally qualified user; this sounds like it spells bad news for veteran businesses in the international market.
But it doesn’t have to. Cheaper and easier doesn’t mean better. How can your company remain relevant in a world where anyone can obtain facetime with your most remote clients? By doing things the old fashioned way. Of course, that doesn’t mean you can let yourself get behind on the new technology–staying abreast of those advances allows you to cement relationships you’ve built. You’ll want to be up to date on every new development so that your clients feel you’re accessible and, of course, ahead of the times.
Nonetheless, what will keep you ahead of every entrepreneur with a laptop isn’t your ability to work a webcam. On the contrary, it will be the old fashioned skills you’ve developed making traditional business trips. In international business, face to face relationships are of utmost importance, because social interaction with clients–done right, that is–can close cultural gaps that make business more difficult. Those are skills that can’t be picked up overnight, and those are the skills that will keep your business ahead of new competitors. While your business may reduce the frequency of trips, as you can affirm client relationships regularly with the newly available technology, regular interaction in person gives you a significant edge in the marketplace.
You’ve already seen the mistakes that new competitors who can afford to go overseas make, through lack of experience. You can expect similar miscalculations from new business who think technology cures culture shock. Remaining relevant is about keeping up. But it’s also about leveraging skills you’ve already developed.