Opinion
A year of war: Israeli high-tech's resilience with international clients
"There's no doubt that the ongoing war in Israel has posed significant challenges for Israeli tech companies in managing their work relationships with international clients," write Lightrun Account Managers Noam Shaked and Eliran Shani.
The ongoing war in Israel over this last year has brought about many changes to the lives of the country's citizens, particularly in the business operations of Israeli technology companies that maintain consistent global relationships with international clients. While the security situation presents new challenges, it also requires companies to develop new methods of operation and communication, maintain stability, and build trust-based relationships with their partners and clients worldwide.
Maintain a Professional Context with a Focused, Non-Political Discussion
One of the key challenges Israeli tech companies face is avoiding political discussions with foreign clients. While international clients may express interest in Israel's situation, they don't always want to delve into the political aspects, and even if they do, it's best to steer clear. The most effective approach is to maintain a professional, focused conversation. Every business discussion should center on shared values between both parties, keeping to the purpose of the meeting to ensure a positive and focused atmosphere.
Israeli companies excel in technology and innovation, and clients worldwide purchase their products and services because they value what they receive. It is crucial to reassure clients that, despite the security situation, the quality of the products or services remains unaffected. Tech companies continue to perform exceptionally well, even when the security landscape shifts, and they must convey to clients that they consistently deliver the same high level of service that clients have come to expect.
Although media images may depict an ongoing war in Israel, the reality on the ground is that, in most cases, business operates as usual. While emergencies, such as sirens, occasionally occur, Israeli high-tech companies have developed processes that allow them to continue functioning with minimal disruption. It's important to communicate to clients that business operations continue, and in cases of temporary interruptions, such as evacuations to shelters, there are clear procedures in place to manage them.
Establish Personal Connection and Show your Interest in the Client
In today’s global business world, relationships are not just about products and services but also about human connections. Finding personal points of connection with international clients— such as discussing holidays, local customs, or shared hobbies—can break the ice and foster a positive relationship. The ability to connect with clients on a personal level creates bonds that go beyond business.
Build Trust and Express Appreciation for International Support
In the current climate, trust between clients and Israeli tech companies is critical for continued cooperation. When clients express support, it provides an opportunity to strengthen the relationship by showing appreciation and gratitude. Many companies share their experiences on the ground in a sensitive manner, emphasizing their commitment to providing quality products and services. Clients who express solidarity with the situation are often interested in hearing how companies are coping and may even offer support in areas where they can. This creates an opportunity to build stronger relationships based on empathy and solidarity.
Related articles:
Combine Flexibility and Personalization
Given the complex situation, many tech companies must demonstrate flexibility and provide solutions tailored to the evolving needs of international clients. This could include adjusting meeting times, utilizing remote work systems, or even modifying commercial agreements based on the circumstances. Such flexibility can be a competitive advantage, as clients appreciate a company that doesn’t allow external circumstances to interfere with their desire for collaboration.
Invest in Transparent and Open Communication
The security situation in Israel highlights the importance of transparent communication with clients. International clients value transparency and reliability, making it essential for companies to keep them informed of any changes that might affect timelines or workflows. This approach prevents misunderstandings and ensures continued, smooth, and professional collaboration.
There's no doubt that the ongoing war in Israel has posed significant challenges for Israeli tech companies in managing their work relationships with international clients. However, by maintaining a professional context, creating personal connections, and conveying a "business as usual" message, these companies have successfully sustained business continuity for an entire year and built reliable and stable relationships. Flexibility, transparent communication, and appreciation for international support are also essential components for the continued success of Israeli companies on the global stage.
Noam Shaked and Eliran Shani are Account Managers at Lightrun, a company that developed a platform for developers to provide monitoring and "shift-left observability" services.
