UK exporters, we all know there’s uncertainty ahead. The worse thing is that you and I can hardly influence what’s going to happen, and that 
bothers us. I think that working for the good of each of our businesses is the best we can do, whatever we think about the referendum result on a personal basis. Doing what you do best: winning new deals, exploring new markets, investing in future sales, increasing jobs. After the shock is over, there’s no time for sulking. We need to make this work.
For some of you, this might not be the best time to think about exporting to Latin America. Yes, I’m a consultant, but I’m also an economist, and I know about resource allocation. You need to spend every penny wisely, particularly in times of uncertainty. Latin America, as I always say, requires commitment, time, resources and patience. If you can’t give it all those four, it won’t work. So if you feel that expanding into Latin America will stretch you too thinly now, I will understand if your strategy is all about consolidating current (non Latin America) markets. We can keep in touch and talk again in a few years’ time.
However, you might already be committed to Latin America, like most of my clients. In that case, I doubt your strategy will change. There’s still business to be won in this region and if you can stick to that commitment, Latin America might be the region for you right now. If you do have the commitment and the long-term view, we can make this work, whether you’ve already started or are thinking about it.
So nothing has changed as far as Latin America is concerned: either you are committed to the region or you aren’t. You can first commit to at least looking at it seriously, and then you might find out that markets in the region aren’t really for you, and that’s valid. That’s commitment, too, and I sometimes have to say to clients that Latin America is not for them (or they are not ready for Latin America) but we can’t find that out unless we do our homework.
What won’t work is desperately trying to win in the short-term in Latin America because you fear that European markets might be getting trickier. What won’t work is making some lukewarm attempts and pulling out at the first hurdle.
Let’s look at Latin America together, let’s see if it’s for you right now or not. And then, if you want to go for it, if it fits your strategy, if your management is totally commitment, let’s do it. Nobody in Brussels or London can tell you what’s best for your business. You know better. Let’s get on with it.
