Can you give us a short introduction about yourself as a partner and explain your interest in expanding into Europe when you started working with EuroDev?
Casher's Incorporated, is a family-owned business with 84 years of history. Our company specializes in auto body repair and paint supplies. About 16 years ago, we expanded into aviation finishes, aligning with our expertise in paint but catering to a different demographic. This diversification led to our growth from 3 states in the Mid-Atlantic to 14 states, including New England.
Our expansion caught the attention of European partners, like Cessna and Piper, who needed repair paints for aviation products initially painted in the States. This demand, coupled with authorization from Exalta to service customers in Europe, revealed a significant opportunity for us in the European market. However, we faced challenges such as language and cultural barriers, and the time and expense involved in overseas travel.
To overcome these barriers, we sought a partnership and found EuroDev. EuroDev has been instrumental in our European market development, providing outstanding communication and sales representation. They have been effective in market research, cold calling, and seamlessly integrating with our sales team, contributing significantly to our success in Europe.
What do you think are the main obstacles or challenges for a U.S. company considering entering the European market? Are there new challenges that have emerged?
David Casher: Some companies might find navigating exchange rates or dealing with shipping logistics challenging. For us, handling hazardous materials shipping within the States provided a good foundation for international shipping. The currency exchange and getting paid might be daunting for some, but we didn't find these aspects too intimidating. We were open-minded and took a leap of faith. Now, we have some European accounts on open terms, trusting not only the customers but also the team at EuroDev to assist with payment follow-ups or disputes.
Were there any major challenges that the sales outsourcing team assisted you with overcoming cultural and business differences between the US and Europe from your experience?
David Casher: To be honest, in our market segment, we found more similarities than differences. The most obvious challenge was the language barrier. However, in most of Central and Eastern Europe, we encountered many people who could speak English, making it easier than anticipated. We haven't expanded to Spain, France, or Italy yet, so our experience might be limited to the regions we have covered.
Culturally, there are differences, but fundamentally, people are people wherever you go. In our industry, personal relationships are key. We've made sales calls and done demonstrations in European shops, similar to how we operate in the US. Customers here and there appreciate the personal touch.
What other feedback if any would you have for Eurodev?
David Casher: On the whole, the communication with EuroDev has been very good. I've engaged in conversations not only with the sales team but also with some of the management and even discussed matters around mergers and acquisitions and hiring, potentially an employee overseas. I've gotten to interact with several people within the EuroDev team. The education and guidance provided by EuroDev have been fantastic.
