by Matt Alderton | September 18, 2019
If you have a cross-border business, growth can't hinge on your domestic customers alone. Instead, you've got to put as much thought into selling abroad as you do selling at home.

"Despite all the headlines around trade wars and protectionist tariffs, the globalization of business is a genie that cannot be put back in the bottle," author Andrew Blachman writes in an article for "The future of business is global."

To give your international business the jolt it needs, Blachman says it helps to realize that "every culture has its own high-volume shopping seasons that businesses outside that region might not understand. For instance, people across the globe know that Christmas is a busy shopping season in the U.S., but they might not know about slightly smaller shopping rushes, such as back-to-school season or the time around Mother's Day."

Seasonal opportunities can be especially powerful for companies that sell physical products and goods. However, they also can be valuable for service businesses, which can create marketing and promotions around them.

"If you're truly prioritizing going across borders, you need to know when these periods happen and what's popular during those times -- no matter where your business is located," Blachman says. "Study the culture. Bring team members from that region on board if you can. Put the time in now to know when the busy shopping seasons are, so you can reap the rewards when the time comes."

Being aware of international calendars can help you conserve resources, too. "Knowing one another's calendars means you'll know when the work slows down," Blachman concludes. "Many countries in Europe slow down considerably in late summer, and much of China spends about a month away from work during Chinese New Year. Prepping for downtime is as vital as mapping out cultural shopping spikes."

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