Excel Industries has been able to boost its foreign sales from $2.6 million in 2004 to $21 million in the previous fiscal year using a two-step distribution model. The company sells mowers to a distributor in Australia based on an understanding of how people there maintain their grass. "We look for areas that are underserved, or success isn't great, and figure out how we can come up with a new mower or something," said Keith Skidmore, a member of the company's global sales team.

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