2-day course: How to succeed with export sales

This intensive 2-day course gives you targeted and easily accessible export tools to optimise your sales abroad


16.05.2022 - 17.05.2022

09:00 am - 4:00 pm both days


Eksportens Hus, Silkeborg


DKK 4,500 excl. VAT per person for members of Danish Export Association and partners with special agreements
DKK 6,000 excl. VAT for non-members

The course will be in English

Emma Kontaktside Tilrettet Web
Export Consultant, Team Academy Emma Matilde Petersen +45 2788 6698

Ledige pladser:

13 / 15

Sign up

You will, among other things, learn how to:

  • Leverage your current export experience to increase your future exports.
  • Approach the work in practice, from choosing the right form of export to dealing with cultural differences and collaborating with partners abroad.

There will be several specific exercises during the days, enabling you to start optimising your exports on the course itself. You will work with concepts and aspects such as export motive and objective, value proposition(s), choice of export market(s), search profile for agent, distributor or subsidiary employees, preparation of go to market plan, risk management and more.

The course is for you working with:

  • B2B exports on a daily basis and would like to become even better at it with specific and useful tools for optimising your exports.
  • Networking and sparring with other B2B export managers.
[Brug Ikke] Jens Lassen Eksportsælger 2.0 1

Meet Jens Lassen

Jens Lassen will be your educator on the course. Jens is a certified exporter and MBA in International Business. He has 25 years of experience with exports at both practical and strategic levels. Jens Lassen currently runs the company Ekspansion ApS, which advises Danish companies on exports and utilisation of the international growth potential. He is also a teacher at 'Eksport & internationalisering' - a continuing education of 8 full days with a focus on strategic and tactical export sales.

Program May 16, 2022

  • 09:00

    Arrival - coffee and networking

  • 09:30

    Export motive and export readiness

    We start the day by looking at the importance of internal conditions for successful exports. What exactly should exports contribute with, and which internal factors have the greatest significance for whether exports achieve the desired success?

  • 10:30

    Preparation of the sharp value proposition based on your core competencies

    What does it take to convince foreign customers to buy from you rather than the competitor?

    Exporting is not necessarily more difficult than selling in Denmark - but it is different - and it is not necessarily the same arguments that are needed to convince foreign customers. We look at the importance of having a sharp value proposition to be successful with exports - and how this should be different than with Danish sales.

  • 11:30

    Analysis of the outside world as a basis for making qualified export choices

    Decisions always get better when they are made on a qualified basis. The same goes for exports. But what do you need to know to be successful? Which easy tools are there that can help the export company gather the necessary knowledge without this becoming too resource intensive? We consider this as a basis for being able to make the afternoon's two important strategic export decisions.

  • 12:30


  • 13:15

    Dealing with cultural differences in everyday life when working with export sales

    Culture is an underestimated export barrier. Numerous analyses show that understanding and managing cultural differences in practice is what makes the difference between success and failure in export sales. We will look at the importance of cultural differences in practice and how they to handle this.

  • 14:15

    Selection of export markets

    Being active on the right export markets is perhaps the single most important factor affecting export success. But choosing an export market is a very individual process and requires a focus on choosing the market or markets that best suit the individual company. Therefore, we will spend a large part of the afternoon looking at a tool that can help the export company choose the right markets and thus increase the likelihood of export success. A tool that can also be used to prioritise time and effort between existing markets to increase the return on invested resources.

  • 16:00

    Thank you for today

Program May 17, 2022

  • 09:00

    The right form of export

    Another crucial strategic decision in achieving the desired success in relation to export markets is to choose the right form of export. Whether it is best to work with agents, distributors, subsidiaries, direct sales, online sales, or another form of export is also very individual from company to company. Therefore, we start the day focusing on the factors that a given company needs to consider to make the right choice from market to market. We will also review a tool to prepare the optimal search profile for either agents, distributors, export salespeople or subsidiary employees.

  • 10:30

    Preparation of a ‘go to market’ plan

    As a basis for optimizing efforts in the individual export market.

    Once the market has been selected, it is first and foremost a matter of utilising the market's potential optimally. Therefore, we will spend a few hours reviewing a template for a short but effective ‘go to market’ plan. This can be used both by the export company entering a new market and the company that wants to increase sales in an existing market.

  • 12:30


  • 13:15

    Motivation and management of agents, distributors, subsidiaries

    Once the ‘go to market’ plan has been prepared and the right form of export has been implemented, it is a matter of making the daily collaboration with the agents, distributors or local subsidiaries work as well as possible with a focus on products. With just a few changes in the way a foreign employee or partner is motivated and managed, it is often possible to achieve greater success in export sales. We will look the various options for changes that have a potential for optimising the collaboration.

  • 14:15

    International key account management

    For some export companies, sales take place directly to large foreign customers - without the use of agents, distributors or local subsidiaries. In these cases, the number one criterion for success is also to make the daily cooperation run as optimally as possible. This, however, requires a different approach than is the case when intermediaries are used.

  • 15:15

    The ongoing evaluation and prioritisation of export efforts

    The world is constantly changing, and dynamic contexts are a basic condition for export companies - just think of Brexit as a current example. Therefore, the efforts made by an export company must be constantly evaluated and adjusted to ensure the best possible return. The course is rounded off by looking at a simple and clear tool that can help ensure that the efforts in the individual markets - as well as the company's distribution of resources - are always as optimal as possible.

  • 16:00

    Thank you for today



    We reserve the right to make changes to the program.


  • Emma Kontaktside Tilrettet Web

    Emma Matilde Petersen

    Export Consultant, Team Academy +45 2788 6698 emp@danishexport.dk
  • Emma Matilde Petersen

    Export Consultant, Team Academy

    Du møder Emma, når du deltager på Academys aktiviteter. Her koordinerer hun seminarer og webinarer, for at klæde dig og dine kollegaer på til at erobre nye eksportmarkeder.

    Hvis du har læst markedsrapporter og analyser fra Danish Export, så er det også Emma, der har stået bag. Hun har en uddannelse inden for International Business, og er derfor ekspert i at omdanne data og tal til brugbar fakta.

    Emma Kontaktside Tilrettet Web