Let’s get one thing straight
In Italy, there’s still a great deal of confusion about what “doing export” really means. Many companies believe that entering foreign markets is simply a matter of finding someone who can sell their products abroad. As a result, they treat the export manager—whether internal or external—like a traveling salesperson.
That mindset is deeply flawed.
Sales are just one stage of the internationalization journey—not the process itself. Confusing sales with export strategy is one of the main reasons many companies fail in foreign markets.
Export is not a transaction. It’s a structured process.
You don’t succeed in foreign markets through luck or improvisation. You succeed with planning, method, and structure.
Export involves much more than signing deals. It starts with market research, positioning, and pricing. It requires adapting your offer to the target market, choosing the right distribution channels, ensuring regulatory compliance, preparing documentation—and only then approaching commercial development.
This entire process takes time, expertise, and financial resources. Yet many companies still try to skip all of this with one common shortcut: “Let’s pay on commission, so we don’t take any risks.”
The result? Maximum risk, minimum control.
The flawed logic of commission-based export
When a company proposes a commission-only agreement, it’s essentially asking the export manager to take on full responsibility for everything: from market analysis to strategy development, from business travel to negotiation, from documentation to post-sale support—all at their own expense and risk.
It’s like asking an architect to design and build your house, and then only deciding whether or not to pay them after you’ve moved in.
This isn’t partnership. It’s exploitation. An export manager is not an investor. They are a skilled professional leading a complex process. And when that process is judged purely on short-term results, the outcome is always the same: wasted time, lost contacts, and missed opportunities.
If you’ve already tried—and failed—you’re not alone
Let’s be honest—many companies have already tried to export and failed.
They chose the wrong markets, partnered with the wrong people, and confused a few sporadic orders with real internationalization. In some cases, they relied on generalists instead of specialists with actual market expertise.
It’s understandable that this leads to frustration and distrust.
But the problem is rarely the market. The problem is the approach. That’s why companies need to start over with clear goals, realistic expectations, and the right structure.
Because if there’s one thing we’ve learned, it’s this: Without a plan, there is no export. And without a budget, there is no future.
Export is built, not guessed
Companies that succeed in international markets all have something in common: they approach export as a structured, step-by-step process.
They work with clear objectives, select markets methodically, invest in the right channels, show up consistently, train their teams, and allow time for results to materialize.
Everything else is wishful thinking. And hoping to export without committing resources is the fastest way to fail.
The real role of the Export Manager
A real export manager doesn’t just “sell” your products. They build the conditions that make international sales possible—repeatedly and profitably.
They analyze your export potential, define your brand positioning, tailor your message and offer, coordinate logistics and compliance, and translate your value into a form the market can understand.
They are not miracle workers. They are strategic partners. And they need support, structure, and trust to do their job effectively.
Horecarte: structure, not shortcuts
At Horecarte, we don’t promise orders in two weeks. We offer structure, a long-term vision, and hands-on support to SMEs that are ready to approach export seriously.
We help you build a sustainable export plan, choose the right markets, ensure compliance, optimize operations, and find the right partners to grow your business abroad.
Ready to do export the right way?
Book your free consultation with Horecarte.
No assumptions. No shortcuts. Just a clear, honest conversation about whether your business is ready to grow abroad—with method and measurable results.
Because when export is done well, it works. But it never, ever works by chance.