Una de las primeras cosas que hacen muchas compa\u00f1\u00edas internacionales al entrar en Espa\u00f1a es traducirlo todo.<\/p>\n\n\n\n
La web se traduce. La presentaci\u00f3n comercial se traduce. Los casos de \u00e9xito se traducen.<\/p>\n\n\n\n
Unos meses despu\u00e9s, muchas terminan haci\u00e9ndose otra pregunta: si el producto es bueno y los materiales ya est\u00e1n adaptados, \u00bfpor qu\u00e9 el mercado no responde?<\/p>\n\n\n\n
En la mayor\u00eda de los casos, la respuesta tiene poco que ver con el idioma.<\/p>\n\n\n\n
Espa\u00f1a no es un mercado especialmente dif\u00edcil de entender, pero s\u00ed es un mercado donde el contexto importa. Los compradores quieren saber qui\u00e9n eres, d\u00f3nde encajas, qui\u00e9n conf\u00eda ya en ti y si has venido a construir algo o simplemente est\u00e1s de paso.<\/p>\n\n\n\n
Ah\u00ed aparece uno de los retos de la expansi\u00f3n internacional.\n\nUna compa\u00f1\u00eda puede llegar con un producto probado, clientes relevantes y una s\u00f3lida reputaci\u00f3n en otros mercados europeos o en Estados Unidos y, aun as\u00ed, tener dificultades para conseguir tracci\u00f3n en Espa\u00f1a. \n\nNo porque la propuesta sea d\u00e9bil.\n\nPorque el mercado todav\u00eda no tiene suficientes razones para prestarle atenci\u00f3n.<\/p>\n\n\n\n
A lo largo de los a\u00f1os he visto compa\u00f1\u00edas dedicar much\u00edsimo tiempo a perfeccionar su posicionamiento, sus mensajes y sus materiales comerciales cuando el problema real era bastante m\u00e1s sencillo: todav\u00eda no hab\u00edan construido suficiente relevancia local.<\/p>\n\n\n\n
La relevancia nace de entender c\u00f3mo se toman realmente las decisiones. Qu\u00e9 conversaciones importan. Qu\u00e9 organizaciones influyen. Qu\u00e9 partnerships generan credibilidad. Y, quiz\u00e1 lo m\u00e1s importante, c\u00f3mo define el mercado el valor de una propuesta.<\/p>\n\n\n\n
Las compa\u00f1\u00edas que consiguen tracci\u00f3n m\u00e1s r\u00e1pido rara vez son simplemente las que tienen el plan de entrada m\u00e1s sofisticado. Suelen ser las que dedican tiempo a escuchar antes de vender, entender antes de escalar y construir relaciones antes de esperar resultados.<\/p>\n\n\n\n
Traducir importa.<\/p>\n\n\n\n
Entender el mercado importa m\u00e1s.<\/p>","protected":false},"excerpt":{"rendered":"
One of the first things international companies do when entering Spain is translate everything. The website becomes Spanish. The sales […]<\/p>\n","protected":false},"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[11],"tags":[],"class_list":["post-1008","insights","type-insights","status-publish","hentry","category-market-entry"],"yoast_head":"\n