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Export markets: product and pricing


Many or all of the products featured here can be from partners who compensate us. This may influence which products we write about and where and how the product appears on a page. However, this does not influencer our evaluations. Our opinions are our own.

To market a product internationally, you have to present it in a way that sells. This includes not only a good web presence, illustrative material and brochures, but first and foremost a correct offer. But before that, you have to adapt the products to the expectations and wishes of the potential customers.

For successful foreign sales of goods, the following sub-areas must be considered in product policy:

  • Product
  • Assortment
  • Packing
  • Brand
  • Customer service

But service providers can also venture into foreign markets. Success depends on know-how and not on the size of the company: Even small companies have opportunities on export markets if they cooperate with national and international partners.

As soon as the decision to export has been made, sales-effective illustrative material - such as website, brochures, catalogs, product descriptions, photos and reference lists - must be prepared for the target group.

Keyword corruption - capturing difficult markets through "useful levies", i.e.: bribes, is punishable by law. According to the OECD Anti-Corruption Convention, of which Austria is a member, active bribery of public officials abroad is punishable.

How to create a correct export offer

The export offer should already contain everything that you want to find in the subsequent contract. If the recipient accepts it without reservation, then the text of the offer corresponds to the content of the contract concluded with it. The decisive difference between domestic and export calculation lies in the special costs of distribution.

Tenders and "subject to change" offers are special forms of export offers. Tenders are used for international tenders. It is a standardized request for quotation that must be submitted by the deadline. Offers described as "subject to confirmation" or "non-binding" are invitations to submit an offer without legally binding effect.


Cultural differences must be taken into account in price negotiations - keyword haggling - and in pricing. Depending on the cultural environment, the same price may appear high in one country and low in another.

Contact after the offer is made

Once the offer has been made, you can by no means sit back and be satisfied, because you don't want to make offers, you want to deliver products. The offer must therefore be followed up. The time for a "follow-up" has come when you can assume that the recipient has been able to study, compare and evaluate the offer.

Binding period and acceptance of the offer

Seller or Buyer shall be bound by the offer from the time of receipt by the addressee until the end of the binding period. A valid acceptance is given if the offer is accepted unchanged. There may also be an "acceptance under deviating conditions". If the changes do not affect the actual core area of the offer, they are permissible. 

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