France is the world’s 7th largest economy and home to many internationally renowned businesses, from telecommunications giant Orange, to international pioneer in aerospace Airbus, and leaders in luxury consumer goods like the LVMH group. For Irish businesses with the ambition to go global, the French market boasts many opportunities- if you follow our top tips!
It is important to remember that when approaching a French partner or buyer, you are completely unknown. Reassuring your targets that you are serious and that you have valuable ways to fill gaps and solve their problems should be your number one priority. Approaching your targets in the correct way i.e. through being introduced through other contacts or EI Market Advisors and having a strong value proposition and case studies prepared in advance is key to appearing credible to a potential customer.
Gaining the trust of your customers means you will also receive it. It is often said that the French are reluctant to break their supply chains for new products and services and disrupt existing relationships, which presents a hurdle to Irish businesses entering the market. However, once you do secure a French customer and gain their trust, you will find them to be very loyal. Going forward, they will tend to work with you to resolve issues rather than go straight to your rival.
This reluctance to change suppliers means that ‘me too’ products are unlikely to succeed in the market. Before approaching decision-makers, it is vital to have done extensive research and competitor analysis and have a strong value proposition for your product. Remember that in France, improvements on products or processes are not enough to be considered innovative. The French tend to look for new ways of doing things, or entirely new approaches, to consider something an ‘innovation’.
Carrying out extensive market research through Enterprise Ireland’s Market Research Centre and by talking to the Market Advisors is vital before approaching any potential prospects. As well as validating the market opportunity for your value proposition, this will help you identify the best targets (for example, French businesses in France rather than multinational firms in France that do not have power over buying decisions), and the correct people to target within organisations.
French business culture is very hierarchical and understanding the organizational structure of the types of companies you wish to target is also very important. There may be several people to go through before reaching the Purchasing Manager or Director of Procurement. Don’t eliminate anyone as not being influential in the purchasing process, however, the final decisions will be made at the top level.
France loves detail. French buyers will expect to see great attention to detail both in your product and service offering and in the way you do business. Small mistakes are a big deal and could cost you a sale.
Getting your product or service to market in France will require lots of work in terms of compliance, respecting regulation and red tape. While these might sound like barriers to entry, they are there to establish and protect quality. In fact, they ensure a level playing field amongst all competitors.
When doing business in France, one of the most common words heard in meetings will be “Non”. This is not a negative but the first step on the road to “Oui”. “Non” forms the basis of a discussion with your intended partner or client that will deal heavily with specifics and navigating French regulatory compliance. In France, an argument is usually the precursor to a discussion.
Therefore, it is so important to have a strong value proposition and understanding of why your product is the best one for the buyer, before entering discussions.
While many French businesspeople have excellent English, communicating in French is preferred and having a native French speaker sends a very strong signal of your intent. Hire an interpreter for your initial meetings in the French market. Make the effort to have marketing and web material accurately translated, preferably by a native French speaker. It is also very important to be cognizant and respectful of your use of language with potential customers- always use formal language and never address anyone using their first name unless invited.
The only exception to this rule is in the Digital Technologies sector, where most business is conducted through English.
If you intend to do business in France, you must be patient. Deals take time, partnerships need to be nurtured, and even the most routine meetings need to be set up well in advance. Rushing things will be perceived poorly in France.
French business culture takes time because of its approach to detail, and the value it places on evidence-based decision making. This patience pays off, as once a decision is made, it is usually not revisited.
If you are considering doing business in France be sure to reach out to our teams in Paris and Lyon and read our Going Global Guide for more information.
If you are considering doing business in Japan, your first step should be a call with our team in Tokyo.
The questions below were designed to help Irish businesses get the best out of their first Market Advisor call
Set up a call with our team in Japan today
If you are considering doing business in India, your first step should be a call with our team in New Delhi.
The questions below were designed to help Irish businesses get the best out of their first Market Advisor call.
Our regional Market Advisors work closely with clients to win business in India. Some of the key activities include gathering market intelligence, partner search, introductions to industry influences, pathfinders and third-party service providers, as well as PR and media engagements, organising high-level networking events and facilitating meetings with potential buyers.
Set up a call with our Indian team today and be sure to check out our Going Global Guide
Enterprise Ireland is playing a key role in supporting ambitious companies seeking opportunities in Malaysia’s IoT, telecoms and fintech sectors.
If you are considering doing business in Malaysia, please be sure to explore our tips to enter the market below and also be sure to reach out to our dedicated team.
For more be sure to check out our Going Global Guide
Enterprise Ireland is playing a key role in supporting ambitious companies seeking opportunities in Malaysia’s IoT, telecoms and fintech sectors.
If you are considering doing business in Malaysia, please be sure to explore our tips to enter the market below and also be sure to reach out to our dedicated team.
For more be sure to check out our Going Global Guide
Overview:
“A problem that urgently needs to be solved,” is how Cheryl Baker, Director of UCD’s Centre for Cybersecurity & Cybercrime Investigation, describes the ambitious Horizon 2020-funded project that she is leading, comprising 18 participants from across Europe.
The Intelligence Network & Secure Platform for Evidence Correlation and Transfer (INSPECTr) project aims to develop a shared intelligent platform and a novel process for gathering, analysing, prioritising and presenting key data to help in the prediction, detection and management of crime in support of multiple agencies at local, national and international level.
“There are numerous tools to help investigate cybercrime but they all have different outputs so creating links and seeing the commonality between different crimes and different investigations in different jurisdictions is really difficult. Our aim is to harmonise the output and enable the data to be better managed,” explains Baker.
Baker and her team have been working with law enforcement for over 10 years and have received support for various projects under the EU’s Internal Security Fund.
“When we came up with the idea for INSPECTR, we realised that to go to the next level we needed a different funding mechanism that offered more money, was more research oriented, required more partners and was more long term.”
The solution was Horizon 2020, the European Union’s research and innovation instrument, which has an €80 billion funding pot and is supporting consortia across Europe to transition great ideas from the laboratory to the market.
The three-year INSPECTr project received funding of €6.9 million and involves law enforcement agencies and commercial companies.
“Because we’ve worked with law enforcement for a number of years we were able to reach out to people that we knew already to bring them on board. When it came to commercial partners, Enterprise Ireland was really good at helping us link with a number of SMEs in Ireland,” says Baker.
Unusually for a project, the final developed platform will be freely available to all law enforcement agencies.
“The Centre for Cybersecurity & Cybercrime Investigation was set up support law enforcement in the fight against cybercrime, and everything we do we give back freely to the law enforcement community,” explains Baker.
“That did impose a bit of a challenge when it came to getting commercial partners on board, but we explained that they were going to get access to law enforcement agencies across Europe, which would give them the opportunity to develop and sell in products and services tailored to that community.”
“This is our first time as co-ordinator on a Horizon 2020 project and there’s no getting round that it’s a challenge. Firstly the application process is time-consuming; close to the deadline we were working 24 hours a day,” says Baker.
“Enterprise Ireland’s help was great. Their expert knowledge and honest review of the proposal was invaluable. Their response was very positive, which gave me a lot of confidence.
“For our law enforcement partners this is not their day job, so we have to provide a lot of hand-holding support to them. But we felt we understood the project better than anyone else so we wanted to lead it. If you feel strongly about your idea, it’s best to lead it.”
Baker believes that there are huge benefits for SMEs that get involved in Horizon 2020, either as a partner or a co-ordinator, but is aware that there’s a perception that the process is complicated.
“I think it’s key that SMEs partner with a co-ordinator that they know and trust, because they will show you the ropes and look after you. It’s important to make sure you’re comfortable with what you’re being asked to do and are clear about what’s expected of you. It’s a really good way to boost your revenue and to network and you can be involved in a small way and still reap lots of benefits,” she says.
“For co-ordinators, you need to ask yourself, have you really bought into your concept; do you feel that this is a problem that urgently needs to be solved? And it’s vital to understand that the administration is as important as the research so you need the supports in place for that.
“We felt we had to do this project because the problem and the solution are so important. We were just waiting for the opportunity and Horizon 2020 provided that.”
To help you prepare, take a look at our suggestions of questions to ask your Market Advisor.
What opportunities are present for your product in France? What benefits are there for your business in terms of exporting to the Eurozone over the UK? Are there other markets you should consider before focusing on the French market?
Ask your Market Advisor for their insights into the market for your product and service in France, and find out what Market Research reports you should access from Enterprise Ireland’s Market Research Centre.
Your Market Advisor is an expert both in their sector and the specifics of how that sector does business in France. It is important to note that these differences are more pronounced in certain sectors (such as the Agri-tech industry) than others (such as Digital Technologies).
Consider whether you should enter the French market via a distributor, an agent, a partnership, or sell directly via your website. Your Market Advisor can talk you through the advantages and disadvantages of all options.
While France and Ireland are both members of the European Single Market, there remain some regulatory differences in certain sectors. Your Market Advisor is the best person to advise on the steps you need to take to insure your product or service is compliant and ready for sale in the French market.
Capitalise on the learnings of companies who have come before you (and learn from their mistakes!).
In the words of French president, Emmanuel Macron, “2020 has been a year like no other”. The French team’s Market Advisors have been on the ground and are well placed to advise you on what challenges and opportunities this year presents for your business.
Market advisors constantly monitor in-market investment announcements. Did you know that France ranks first in the list of European Foreign Direct Investment destinations?
Our Market Advisors are always available to support you and provide business expertise and on-the-ground knowledge.
For more, download our Going Global Guide
If you are considering doing business in South Korea, please be sure to explore our ten tips to enter the market below and also be sure to reach out to our team in Seoul.
Enterprise Ireland is committed to helping Irish firms succeed in global markets and have industry experts on hand, ready to help you access the South Korean market.
Our Market Advisors are always available to support you and provide business expertise and on-the-ground knowledge.
For more, download our Going Global Guide
