I Closed a $30M Deal in India: Why You Should Sell Abroad

Breaking Into International Government Sales: Insights from 35 Years in the Field

I recently had an incredible conversation with Zach Selch, a true expert in international sales. For more than 35 years, Zach has been selling to governments and major businesses in about 135 countries—yes, you read that right. His experience spans markets most companies only dream about, and his insights are eye-opening for anyone thinking about selling beyond U.S. borders.

In our discussion, Zach laid out what it really takes to succeed in international government sales: patience, cultural intelligence, persistence, and a strategy that goes way beyond just responding to RFPs. If you’ve ever thought about expanding globally or wondered how U.S. products perform overseas, this is a conversation you’ll want to lean into.

Why Look Beyond the U.S. Market?

The U.S. government market is huge—but here’s the truth: there’s an even bigger world out there. Many countries operate healthcare systems and other critical services through centralized government control. That means a single purchasing agency might control thousands of hospitals, schools, or infrastructure projects.

Take Brazil, for example. Their government runs one of the largest healthcare systems on the planet. If you know how to navigate their tender process, the opportunities are massive. Zach calls these markets a “goldmine”—but only if you approach them correctly.

Relationships Come Before Contracts

One thing Zach drove home is that international government sales are never quick wins. These deals are built on relationships, trust, and credibility, often over months or even years. Many contracts are “won” long before the paperwork exists—during the stage when specifications are being written. If you’re only jumping in when the RFP hits, you’re already too late.

This means meeting people who influence decisions, understanding their challenges, and being part of their solution early on. It’s a completely different mindset than domestic transactional sales.

Cultural Intelligence: The Secret Weapon

Zach shared some incredible examples of how cultural nuances make or break deals. In places like Nigeria or the Middle East, you might need multiple dinners and personal meetings before business even comes up. In India, hierarchy and social structures influence every interaction—but as a foreigner, you may actually have special status if you understand how to use it respectfully.

Fail to adapt, and you’re out before you start. Succeed, and you’ll build partnerships that last decades.

Why Veterans Thrive in Sales

This part of the conversation hit home for me because we talk a lot about helping veterans transition to GovCon careers. Zach believes—and I agree—that veterans are uniquely equipped for sales roles. Discipline, persistence, leadership, and the ability to keep calm under pressure are exactly what it takes to succeed in international sales.

Veterans also tend to thrive in government-related industries because they understand the culture, the structure, and the stakes. If you’re a veteran thinking about your next move, don’t overlook sales. It’s not just about pitching products—it’s about solving big problems, often in high-stakes environments where your skills shine.

The Patience and Persistence Factor

Here’s something that surprises a lot of companies: international deals take time. Sometimes you’re sitting in a lobby for days just to meet an official. Other times you wait months for a tender to open, and then the process itself can take a year.

That’s why persistence beats speed. You need the humility to adapt, the patience to wait, and the grit to keep moving when others quit.

Untapped Opportunities

One of my favorite points Zach made was this: products that flop in the U.S. might crush it overseas. Why? Different needs, different infrastructure, different challenges.

Think about portable sterilization units for childbirth in the field—not a big market in the U.S., but in parts of Africa and Asia, it’s a lifesaver. Or solar-powered lamps in areas with unreliable electricity. These examples show why international markets can be a game-changer for companies willing to think globally.

Local Partners Are Non-Negotiable

If you want to succeed internationally, you can’t do it alone. Local agents and distributors are your bridge to navigating bureaucracy, payment systems, and politics. Without them, you’ll hit roadblocks you can’t even see coming.

But finding the right partners is an art. They need to be trustworthy, well-connected, and aligned with your long-term goals.

Coaching and “Done-for-You” Solutions

Many companies struggle because they underestimate the complexity of international sales. That’s where Zach steps in. He offers both coaching and full-service solutions to help businesses enter and grow in foreign markets. For companies with great products but no roadmap for going global, this can be the difference between stalling out and scaling up.

My Takeaways

This conversation reinforced a truth I’ve seen in government contracting: relationships and trust always come first, and international sales amplify that tenfold. You can’t shortcut your way through cultural understanding, patience, or persistence.

For companies, the opportunity is massive—but only if you approach it strategically. For individuals, especially veterans, sales can be an incredibly rewarding career that leverages your strengths and opens doors worldwide.

If you’re serious about expanding internationally or building a sales career in government markets, take a page from Zach’s playbook: build relationships early, learn the culture, and commit for the long haul. That’s where the real wins happen.

Zach's information:

Zach Selch's LinkedIn: Zach Selch | LinkedIn

Want to hire Zach as a keynote speaker? Visit here: Global Sales Mentor

Global Sales Mentor: globalsalesmentor.com

Want to break into this space—or scale your existing GovCon strategy?

If you’re ready to start your own consulting business, land a high-paying government sales role, or build a predictable contracting pipeline, visit GovClose.com .

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