Expanding into international markets is an exciting yet complex endeavour, which can feel really overwhelming. And that’s where fractional export sales specialists, such as Sylwia Haczkiewicz come in.
For many businesses, the idea of seeing their products on foreign shelves is hugely appealing, promising diversification, revenue growth, and global brand recognition. However, the practicalities of international expansion can be daunting – regulatory red tape, cultural nuances, market selection, distributor management, and pricing strategies all require careful navigation.
This is why fractional export sales specialists come into play. These professionals provide businesses with the expertise of an experienced export manager on a flexible basis, without the commitment of a full-time hire. The concept is particularly useful for small and medium-sized enterprises (SMEs) that lack the resources for a dedicated international sales team but recognise the potential of overseas markets.
Based on my International Expansion Explained live discussion with Sylwia, let’s explore the role of fractional export sales specialists, why they’re becoming increasingly essential, and how they help businesses navigate the intricacies of global trade. We’ll also look at real-world examples, potential pitfalls, and how companies can prepare themselves for a successful international expansion.
Table of Contents
Meet Sylwia Haczkiewicz: A Passionate Export Specialist with a Global Perspective
Sylwia Haczkiewicz is a dynamic and highly experienced international sales specialist, with over 15 years in the FMCG industry, particularly in the beverages and food sector. Her career has taken her across the globe, from the Baltics and Eastern Europe to Latin America and Northeast Asia, helping brands successfully enter and thrive in international markets.
Sylwia’s expertise lies in developing and listing wine, spirits, mixers, and food brands, working closely with both retailers and the HoReCa sector – an essential aspect of the drinks business. Her deep understanding of international trade dynamics, combined with a passion for market development, has made her a sought-after consultant for brands looking to expand globally.
Born in Poland, with a strong personal and professional connection to the UK, Sylwia now calls Sweden home, where she runs her own consultancy. Like myself, she is a passionate linguist, believing that speaking multiple languages is not just a skill but a gateway to new markets and business opportunities.
Her journey into export was somewhat serendipitous – starting in logistics for a London-based wine company, she transitioned into international sales when the logistics department relocated to Spain. That shift marked the beginning of an impressive global career, spanning sectors from wine and mixers, with brands like FEntimans or Franklin, to private-label production. Today, she helps brands navigate the complexities of export markets, with a particular focus on the Nordic region and its strict tendering systems.
What sets Sylwia apart is her hands-on approach – she doesn’t just advise from the sidelines but works directly with brands to navigate market entry strategies, manage distributor relationships, and tackle the complexities of regulatory compliance. She likens her role to matchmaking, ensuring the right chemistry between brands and distributors because, as she puts it, “If they don’t have the right chemistry, it won’t work.”
A key part of her job is setting realistic expectations for companies looking to export. She frequently reminds brands that international success is not instant – establishing a presence in a new market takes at least six to nine months, often longer. From initial outreach to sample shipments, distributor evaluations, and full market launches, patience and investment are essential. Too often, brands expect quick wins, but as Sylwia points out, even with strong distributor relationships, getting a product into stores can take months.
In Sweden, Norway, and Finland, alcohol sales go through state-run monopolies, and there’s a tender process that takes six to nine months. You have to submit extensive documentation, product analyses, and samples before being considered. Once approved, your product is listed and sold, but advertising is heavily restricted. That’s where I come in—helping brands navigate these regulations and position themselves effectively in the market.
Sylwia
Her message to brands considering export? Be in it for the long haul. Having a budget for international expansion is crucial, as is the ability to withstand the time and effort required to break into new markets. She also warns against rushing into exclusivity agreements, a mistake she has seen many brands make. Instead, she advocates for trial periods and performance-based partnerships to ensure long-term success.
What is a Fractional Export Sales Specialist?
A fractional export manager is a consultant who works with businesses on a part-time or project basis, offering strategic and hands-on support for international sales. They act as an extension of the company’s team, bringing industry expertise, established networks, and a deep understanding of international trade regulations without the long-term financial commitment of a full-time employee.
Why Choose Fractional Export Sales Approach
- Access to Expertise Without the Full-Time Cost – Many SMEs struggle to justify hiring a full-time export manager in the early stages of international expansion. A fractional specialist allows them to gain high-level insights without the overheads. This can also be useful if your existing team are at capacity and you don’t have work for a full time employee in a new region eg South America
- Flexible and Scalable Support – Companies can engage an export consultant for a specific project (e.g. market entry into Southeast Asia) or ongoing support across multiple markets.
- Objective Perspective – External consultants bring fresh eyes to the business, helping to refine strategies and avoid common mistakes. They also can ask uncomfortable questions that might be difficult for an employee to ask as they have a different position in the eyes of the company.
- Speed to Market – With an expert guiding the process, businesses can avoid unnecessary delays and navigate regulatory hurdles more efficiently. There’s no need to “reinvent the wheel” & many potential mistakes can be avoided.
- Bridging the Gap – If a company is in the process of recruiting an in-house export team, a fractional specialist can ensure continuity and momentum, whilst the new team members get up to speed.
Are companies “export-ready”?
Many small company owners dream of international expansion for their company, but have little (to no) idea what this actually entails, so both Sylwia and I have checklists that we go through with clients to see where they stand.
This includes such items as
- Domestic Market Performance – Where do you sell now? Who are your customers? Retail or HoReCa?
- Labelling & Packaging – Do your labels meet international standards? Is your packaging durable for long-distance transport?
- Regulatory Compliance – Do you have the required documentation and certificates for export?
- Unique Selling Proposition (USP) – What makes your brand truly different?
- Target Market Strategy – Do you know where your brand fits best internationally?
- Supply Chain & Logistics – Can your product withstand long shipping times? Is your shelf life long enough?
- Budget & Commitment – Do you have the financial and operational resources for at least six to nine months of market entry efforts? Beginning with export can be very hard on the company cash flow.
If you want a more detailed list of questions, you can check out my blog post on this specific topic of being export ready or arrange a no-obligation international clarity call to find out how about my export-ready audit.
Sometimes companies have unrealistic ideas about which market they should be targeting, and consequently the role of a fractional export sales specialist is also to guide the brand owner down a path which promises to be less challenging and with a better ROI on the necessary investment.
I had this situation with Japan. We were selling drinks going to Japan and there was a problem with the closure of the screw caps and these screw caps they were opening during the four-week trip to Japan and then leaking. You can imagine the brewing that happens at at sea under the shrink wrap so when they were arriving in Japan they were literally like you know a mould fest.
Sylwia
So that was something that had to be addressed really quickly and something that the brand didn’t look into before of course with all the sustainability. Especially for European brands people are looking to really minimize packaging but then if they’re looking to export, then they have to go a little bit
in the opposite direction and add some packaging to strengthen the pallet corners and that kind of thing because you don’t want stuff to get broken.
What happens when one bottle gets broken at sea it’s pretty much the whole shipment can get destroyed, because the labels are soaked. I’ve been myself in Nagoya opening a container that came from Europe and I was like oh my God! I have nothing to say – the client is 100% right because we had to make improvements in the product.
These these sort of mistakes you can avoid by talking to us because I already look at the packaging I’m like how secure is your cap? Yes, have you tested it? How far have you shipped it before? You know what’s your longest distance you have shipped it? How has it behaved during the transport? How is the shrink working? Do you have boxes? Have you tried putting it
outside on the balcony in the full sunshine for a couple of weeks to see if it explodes or
the colour changes or it goes funny and tastes nasty?
Long Timelines and Strategic Planning
If you are thinking about working with any kind of external expert, it really helps if you already have a strategic international plan OR you come very openly to the table and admit that you need support with this. Specialists such as Sylwia or myself are happy to workshop this with you, however it’s not a service that is provided for free.
One of the biggest misconceptions about export is that it delivers quick results. In reality, international sales cycles are long, and success requires sustained effort. As Sylwia explains, even when she introduces a product to trusted existing distributor contacts, it can take:
- 1–3 months for samples to be shipped, tasted, and evaluated.
- Another 1–2 months for orders to be placed and logistics arranged.
- An additional 2–6 months for stock to arrive, be distributed, and for retail sales teams to be trained.
And that’s in Europe without a significant product import approval timeline – when working with Latin America or Asia, lead times can be far longer. And if the relationships have to be first built then that’s also an additional time factor to be considered.
Even though working with an external specialist means you have access to a great network of contacts, it doesn’t mean that all of those companies will be suitable for your brand or that it is the right time for them to take on new brands right now. You have to have endurance and be in it for the long term in order to have a chance of succeeding.
This is why budgeting for export is crucial. Sylwia warns brands that failing to allocate enough resources can lead to premature withdrawals from international markets, damaging both brand credibility and distributor relationships.
That includes having a budget to pay for external support – don’t expect a consultant or fractional export sales specialist to bank roll any part of your expansion. They are putting their reputation on the line each time they connect you with a potential partner, so you as a brand need to be able to guarantee continuity of supply and be reliable.
Avoiding Common Pitfalls in Export
Rushing Into Exclusivity Agreements with Bad Conditions
One of the most common mistakes Sylwia encounters is brands signing exclusive agreements too soon – often after just one pallet order. She stresses the importance of setting performance milestones before committing to long-term partnerships.
It might be a bit of a cliche, but you don’t get married after the first coffee date do you? So don’t do this with your importers either! Think about having a trial period with very specific actionable KPIs.
Not Having a Strategic Plan and Sticking to it
Of course, you don’t have to be dogmatic about this if conditions and the situation changes, but having a plan in the first place is a step that too many companies skip.
“Oh, I got an order for 2 pallets from Timbuktu”… this isn’t a systematic approach to export, nor a way to build a long term business that you can scale, unless Timbuktu happens to be your ideal target market.
Not Adapting to Local Market Conditions
What works in one country might not work in another. Sylwia shared an example of a mixer brand that featured a dog on its label – perfectly fine in some markets, but a cultural misstep in the Middle East. Understanding local branding, labelling, and consumer preferences is essential.
The same goes for your marketing. You have to have a marketing plan tailored to the specifics of each market. Especially in niche segments like alcohol, where the regulations vary from one country to the next, this is essential. This is where having the right distribution partner comes in as they know exactly how activations need to be carried out, whether that’s in the monopoly situations in the Nordics or other markets like Estonia where in-store discounts are not allowed.
Failing to Secure Strong Operational Foundations
Export isn’t just about sales – it’s about logistics, compliance, and supply chain reliability. Packaging failures, inconsistent stock availability, and pricing misalignment can all hinder a brand’s ability to scale internationally.
Fractional Sales Success Tips
DO be realistic in your expectations around timelines and success – your specialist is only one side of the equation, and can’t guarantee you export sales.
DO be proactive in your communication and include your specialist in relevant discussions to help them understand the context of any issues.
DO make sure you are in a position to be a reliable export partner for an importer.
DO have a budget to invest, and take care with your cashflow.
DO listen to the recommendations of your chosen expert.
DO pay your bills on time – after all you wouldn’t pay your staff late each month and expect them to stay for long!
DO remember that although your specialist may appear as your staff to the outside world (eg at a trade fair or other event) they are an own company and you don’t have exclusive call on their time unless you are paying for that.
DO take the time to build trust and value the relationships you build.
DO visit your export markets together with your external specialists & make a comprehensive market visit.
DON’T “screw over” the distributors you’re introduced to – burning bridges is always a bad idea in the world of international business
Are Fractional Export Sales Specialists Right for Your Business?
For SMEs and even larger brands looking to test new markets, fractional export support offers an agile, cost-effective way to access expert knowledge without the overhead of a full-time team. Whether it’s navigating compliance, identifying the right partners, or optimising pricing strategies, having an experienced export specialist can mean the difference between a successful market entry and costly missteps.
If your business is considering international expansion but lacks the internal expertise to execute it effectively, now is the time to bring in a fractional export specialist. With the right strategy, expert guidance, and a commitment to long-term success, you can turn your global ambitions into profitable reality.
Global success isn’t just about having a great product, it’s about making the right moves at the right time. Will your business be ready when the opportunity arises?
Full Interview
Watch the full interview with Sylwia here:
If you want to follow Sylwia for more insights, or reach out to her for support with your brand, you can find her here:
- LinkedIn: https://www.linkedin.com/in/sylwia-haczkiewicz-98a81761/
- Website: https://www.viasylwia.net/
- Instagram: https://instagram.com/@viasylwia_international
- YouTube: https://www.youtube.com/@sylwiainternationalnews
Thinking that working with a consultant would accelerate your international expansion?
If you’d like to learn more about working with me for support on your internationalisation projects or personal export knowledge, you can book a 30 minute international clarity call here.
If you haven’t already signed up for my free e-book about how to select which international market to enter next, you can do so here, or using the form below.
If you enjoyed this content please share it on social media or recommend it to your network.
Pin this post for later!
If you are interested in working with distribution partners in your export markets, you might find these posts also interesting:
- Define Your Ideal Distributor Company Profile to Succeed Internationally
- Carrying out an Annual Distributor Performance Review
- Are you a great supplier?
- Factors to Consider when Deciding on Payment Terms
- Advantages of Working with a Distributor in Export Markets
- Making the Best First Impression in International Business Meetings
- Finding the Perfect Partner: Distributor Dating in a Hybrid World
- Store Checks in International Sales: a Retail Audit Example
- How to Make an Export Plan Part 1
- How to Make an Export Plan Part 2
- Starting to Think About Your International Distribution Agreement
- An International Distribution Agreement Checklist Part 1
- A Distributor Contracts Checklist Part 2
- The Legal Requirements in an International Contract 3
- Types of International Distribution Channels
- International After Sales Service
- 55+ Questions to Ask When You’re Looking for International Distributors
- International Customer Service in Korea: Dealing with Media Crises
- Why an Integrated Business Planning Framework could Improve your Exports
- Export Pricing Strategy in International Trade as a Key Factor of Product Market Fit
- Why and How should you Enhance Distributor Loyalty in Export Markets?
Kathryn firmly believes that business is done between people, and therefore places her focus on building strong relationships that form a solid foundation for doing business.
When she's not travelling around the world, Kathryn enjoys playing clarinet in her town's wind orchestra or sharing her love of the outdoors with her Scout group.
