Picture: Martin Morris MCIEx (middle)
Martin Morris, managing director at Consulting Nordics and member of the Chartered Institute of Export & International Trade, knows a thing or two about moving goods overseas.
From his early career “wheeling and dealing in the tobacco industry” and “taking on Scandinavia” as an export sales executive, he brings decades of experience to bear in his current role, where he helps traders enter the region’s markets.
The firm works to help manufacturers of mechanical parts in the automotive sector distribute across the Nordic countries, including Sweden, Denmark and Norway.
Yet Morris emphasises that these markets are not homogenous, and succeeding in them requires an appreciation that some firms – particularly those from further afield – sometimes miss.
It’s crucial to have an “understanding the European markets – all the differences, all the peoples”. His work is less about “the product” than it is “the challenge of working with different peoples and finding new opportunities”.
Chartered Institute contribution
Working remotely from an office in Scandinavia, Morris’ role requires coordination across a range of markets as well as up-to-date knowledge on trade and customs. That, he says, is where his membership of the Chartered Institute of Export & International Trade has been particularly useful.
“I really appreciate all the newsletters, because I’m a remote post here. When the company sent us here, they said: ‘Here’s your expense account – get on with it.’
“Distances in the Nordic area are very big – I drive 1000km just to get there and back to our Swedish distributor. The Chartered Institute has kept me in touch.
“It’s good to be kept informed, and I think that it does a fantastic job in helping building bridges.”
Challenges
Morris highlights that Consulting Nordics has faced a raft of recent challenges shared by businesses across Europe, including those posed by Brexit.
The effect has been felt “not just on trade, but also on relationships – even in [the] Nordics”, Morris says.
“I don’t have to deal with documentation, thank God, because we have people in our head office in Banbury who take care of that. But in order to facilitate trade, most of the business we do now has to be DDP [delivered duty paid] – and that costs money. It immediately wipes out 4–5% of your margin.”
On the broader climate for trade beyond the UK and Europe, he says the “problems with Red Sea transport have been a challenge”, while the effect of Chinese competition for European automotive firms has pushed Consulting Nordics to ensure it’s “listening, we’re taking notes, hedging – making sure we have plenty of stock at home” in case of protectionist measures being implemented.”
“It’s going to be an exciting time, that’s all I can say. We simple export people somehow make the best of it and simply get on with the job. We don’t know what’s going to happen.”
Being prepared in Consulting Nordics’ business means “hedging your bets keeping sufficient stock to meet customer demand”, something he says the company does “extremely well” – even through the supply chain challenges posed by the pandemic, including a rise in the cost of containers.
The firm made it through those challenges and posted strong growth in 2024, he says, with more to come with some of the Nordic countries’ largest distributors.
Advice
His broader advice to other firms or those earlier in their careers is to get the knowledge of a market and the relevant contacts above all.
“Let’s not make exporting complicated. For your regular UK SME looking outside the country for business, it is a bit horrifying if we don’t have the linguistic capabilities or how to find contacts. If you don’t know how to find contacts, where do you start?
“It’s not that complicated” once you get that knowledge, Morris says.
“It’s all about networking and using those contacts. I’m extremely privileged because I know the people who run the companies with whom we want to do business – and they put me in touch with those who have that decision-making power. It’s not rocket science, but it does require thinking outside the box.”
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