Erika María Quezada (DHL Express): "Spanish SMEs are much braver and more aggressive in reaching new markets"

Boosting internationalization

With over 25 years of experience, primarily at DHL Express, Erika María Quezada Alonso now serves as Vice President of Marketing and Sales for the company in Spain. In her new role, one of her top priorities is to promote the internationalization of Spanish companies, working closely with them to support their expansion processes and help them capitalize on global trade opportunities. Quezada leads the commercial strategy for a portfolio of over 20.000 clients, with small and medium-sized enterprises (SMEs) playing a fundamental role. Her vision focuses on making DHL Express the logistics partner that facilitates SME growth by removing barriers and fears associated with exporting. In this interview for "Empresa Exterior," she discusses the changing mindset of Spanish businesses, the importance of expert support in logistics and customs, and the keys to success in a volatile geopolitical environment. Furthermore, it highlights the value of initiatives such as the DHL Atlas Export Awards, which this year celebrate their eleventh edition, having become a benchmark for the sector and a source of inspiration for thousands of companies seeking to promote the Spain brand around the world.

What is your perception of the international ambition of Spanish SMEs today?

Erika María Quezada Alonso: Spanish SMEs, from what I can see, are much more brave and more aggressive in the market they want to reach. Typically, we saw that entrepreneur seeking to expand within a local market, and now that ambition to conquer markets across borders is in their DNA. Markets that are attractive, like the North American market or the Latin American market—I can give you the example of Mexico—that expansion to reach markets they had never considered is now part of the ambition of these new companies I'm seeing here in Spain. knowledge of those marketsThe way they explore, how they deliver their products, and how they can internationalize is part of an important development program that each of these companies is having within their organizations and how they seek to expand internationally.

Given that DHL is a large multinational company, what specific approach and support do they offer to small and medium-sized enterprises?

EMQAWe have more than 20.000 clients in our portfolio, where mainly, and in the largest percentage, what can I say More than 85% are precisely small and medium-sized enterprisesOur approach to these types of companies is to first tell them that for DHL, size doesn't matter. We might associate an international brand like DHL with working only for large corporations, but it's quite the opposite. SMEs within DHL have a 100% support in terms of helping them internationalize their products and conquer new markets. We achieve all of this through different teams throughout the organization, where we give them the primarily customs consultingTo understand the markets they want to expand into, I believe that knowledge, support, and guidance on navigating with a logistics company, along with having DHL as their logistics advisor, allows them to focus on developing their products more effectively and leave the logistics to the experts, helping them grow together.

The DHL Atlas Export Awards are celebrating their tenth anniversary. What do these awards mean for the company and for the country's SME sector?

EMQAWell, we feel very proud. We're celebrating the 10th anniversary of this award, and this year will be the eleventh year we've given it. It's become a milestone within this market And that's how we're listening to small and medium-sized businesses in Spain. I think it's also a very timely and, above all, very sincere acknowledgment of how to recognize that effort and that passion to grow And for standing out among all the SMEs working to expand and elevate Spain's standing both professionally and internationally. It has also become a benchmark within the industry. Companies obviously seek to be a game-changer in order to be recognized through this award. And it also becomes a benchmark, a way of benchmarking And why not, one inspiring source for future SMEs that are looking to obtain this type of recognition.

In such a rapidly changing global environment, what three key pieces of advice would you give to an SME that wants to export?

EMQAI see three main ones. Number one is resilienceWe are living in a constantly changing world, where the faster a small or medium-sized enterprise (SME) can adapt and stay ahead of these changes will make it strong. Having that adaptability to constant changes in a geopolitical environment that is anything but stable is crucial. Secondly, I would recommend to diversifyToday, globalization is still very much in vogue. The more you seek out markets—not just the typical ones, like North America or large Latin American countries, but also expanding into places in Asia or Africa—Morocco, for example, is a very important destination for Spain—I think it should be part of an SME's business plan. And then, also the sustainabilityThinking green means seeking ways in which your processes can positively impact the environment. Many suppliers are already pursuing these goals. green certifications And I believe it is the third element that should be on the agenda of these SMEs.

What do you consider to be the key word for an SME to succeed in its internationalization process?

EMQA: MusicI believe that's the key word for any small or medium-sized enterprise (SME) when it plans to expand into the market. Today, DHL can be a very important logistics advisor, and we certainly are. Preparation, anticipation, and finding a logistics partner in the target country where you want to enter that market will be key to success. I believe that we can no longer afford to just take risks; yes, we can be bold, but we must be prepared to have the knowledge of where we want to go. Anticipation, preparation, knowledge, advice, and, of course, having DHL as a major logistics player can save you a lot of frustration or even failure. The key for me is preparation and anticipation..

In your new position as Vice President of Marketing and Sales, what is your main objective and what do you find most satisfying about your role?

EMQAFirstly, what I always like within this commercial role is a closeness with my clientsI love being present with them through my sales force, understanding their business needs, and what they need from us as a logistics partner. I believe in a win-win philosophywhere both companies can benefit. I want exporting to be easy for these clients, so they don't have that fear or limitation of sharing their dreams with us. I want to support their growth. It's very gratifying when I see companies starting with their first shipment, what we call the famous first time buyersAnd how we help them evolve their business, expand internationally, and grow. That fills me with pride. I want them to see DHL as that logistics partner that can walk hand in hand with them in a very honest and transparent way, helping them conquer the markets they've dreamed of.

Key Questions and Answers

What characterizes Spanish SMEs in the international market according to DHL Express?
According to Erika María Quezada Alonso, Spanish SMEs are now braver and more aggressive, with an ambition to conquer cross-border markets, such as North America and Latin America, which is already part of their business DNA.

What three elements are crucial for the export success of an SME?
The three key elements are: resilience to adapt to a changing environment, diversification to explore new markets beyond traditional ones, and sustainability to align its processes with the environmental demands of the global market.