With declining domestic U.S. defense budgets and increased competition, the smart money is on U.S. defense firms who are diversifying internationally into new emerging / less crowded markets. One of those markets is Latin-America. The Latin American military and law enforcement market is a region of the world where there is a need for your products. Unfortunately, most U.S. defense firms don’t have a clear strategy to sell their products in Latin America and very few of them have a well trained and experienced business development team capable to promote the brand and create purchasing preference for their equipment and services.

(i.e; Can you tailor your offer to the specific tactical requirements of the Colombian Army Special Operations Command? Do you know what the Chilean army mechanized brigades are looking for?) As a result, it is critical for U.S. defense firms to truly understand the markets in which they want to operate — with a “robust” cultural understanding of the end user — and how well your products will be accepted.

Attempting to penetrate foreign markets without a basic  knowledge of your client’s operational needs, purchasing preferences and available budgets can lead to an increase in risk, frustration, and to the expenditure of unnecessary funds, time and personnel. Understanding military and LE market needs and customer true combat requirements is the bedrock on which your business planning and sales  strategy is built.

Without knowing your customer’s urgent needs, wants and forecasted demand, your business will be under constant threat from competitors, and you may be failing to extract the maximum value from the massive Latin American markets. Then, and to avoid surprises… you should probably use the Market Intelligence services provided by a team of advisors – already deployed on the ground and not in a London desk – that are truly capable of delivering consulting services that will improve your probability to win contracts supported by the right, powerful and successful network of local agents and channel partners.