When it comes to finding partners, “we’re looking for someone whose philosophy and culture aligns with ours. If we’re looking for someone who can expand the scope of what we do, that becomes a part of it too. We’ve never tried to step over our partners. That’s why our partnerships have worked,” he says.
“We’ve learned so much over the years by trial and error,” says Schneider. Advanced AV has also procured opportunities for work through its overseas partners, he says. “That’s the greatest feeling in the world: that they trust you as much as you trust them,” says Schneider.
Facing and Overcoming Challenges
Perhaps one reason some integrators decide not to dip their toes into international waters is the fear of the unknown. While there are certainly differences from country to country or region to region, that doesn’t mean they can’t be overcome.
“There’s always a concern when you go into new territories and new regions,” says AVI-SPL’s Zettel. “There had to be an element of scale. That’s what made us a success in the U.S. There are a lot of different nuances in different countries, but I see differences in our New York office and our L.A. office, so it’s not that much different going from one country to another. The biggest challenge we had initially was establishing that name recognition.”
Yorktel’s Gaboury has continued to work through the challenges that come with working in a new area. The integration firm deploys some functional area managers, such as sales and engineering, from the U.S. to manage its EMEA offices and vice versa. That helps to eliminate some of the problems when it comes to understanding cultural differences, says Gaboury.
“Deploying our services is one thing, but marketing and that sort of thing was tougher,” he says. “It’s important to find the right partners and getting a sense of urgency through to them.” Yorktel uses profile screening, including certifications, to decide whether to work with another company.
The biggest challenge for GPA members, says Tarry, is explaining the setup to potential customers and helping them understand the value that comes with working with an integrator whose reach goes well beyond the headquarter country’s borders.
Next: Inside Verrex’s Neverending World Tour
“The customer has to be willing to think about things a little differently as far as how they structure the agreement,” he says. GPA members outside the region serve as subcontractors on many deals and sign local management agreements.
“It can be a challenge, but it can also be a differentiator,” says Tarry. “The international market is immature and evolving. You can’t build a global strategy overnight, especially if you’re not working on a platform of standardization.
“The biggest challenge is creating what InfoComm has called ‘exceptional experiences’ for customers around the world. What we’re trying to do is deliver global outcomes,” he says.
Phillips believes the GPA has been effective in bringing companies together and having them work as a group, even though some in the alliance could serve as competitors if they weren’t members.
“There has to be a deep level of trust, especially bringing competitors together,” he says. That didn’t work with at least one European member who “looked at the GPA as subcontractors” to work it was hoping to procure around the world.
“We hope for a high degree of loyalty from our members because we believe that’s what we give to them,” says Phillips.
Although Verrex is comfortable with the model it has in place when it comes to working with partners around the world, “adding new customers and countries never gets easier,” says Berry. “You have to make sure your urgency is communicated properly.”
Language barriers and government regulations are other obstacles to working internationally.
“The needs of our clients is what drives us,” says Berry. “Our clients had a global responsibility and couldn’t find anyone to provide what they needed. You have to be expanding and growing if you’re going to survive. The fear of not doing anything is a lot more disturbing than trying something new.”
