The A-Z of Exhibiting OverseasWritten by Susan Friedmann
Exhibiting overseas is one of fastest and most cost effective ways to identify best foreign markets for your products/services. International trade shows and fairs offer opportunities for multilateral contacts and business deals. They allow you to test your product’s export suitability; explore strength and scope of your competition; and gain exposure to potential suppliers, in-country distributors and customers before making any sizable financial commitments. However, to effectively trade internationally, top management must commit to developing foreign markets. More than 2,000 shows are organized worldwide each year, and approximately 150 of these events have significant global attraction. Most are held in major trade show centers in United States, Germany, France, Italy and United Kingdom. The following A-Z guidelines will help to take fear and anxiety out of your overseas exhibiting ventures: Ask questions and thoroughly research overseas shows to find ones that attract your target market. A good starting point is U.S. Foreign Commercial Service (FSC), part of International Trade Administration of Department of Commerce. Other sources of information include banks, trade associations, foreign embassies and consulates, bi-national chambers of commerce and Internet. Book space early. Allocation for space is a "first-come, first-served" basis. Applications for space need to be submitted as early as possible — 12-18 months prior to event. Reservations are made with show organizer or their international representative. Most of large shows, especially German ones, have global sales offices. Coordinate shipping arrangements. Most international trade shows have an officially designated freight forwarder who is familiar with all relevant details. They will handle invoicing, arrange for licenses and declarations, prepare packing list, issue bills of lading, handle insurance and prepare all necessary documentation. A duty charge is not normally assessed on equipment, unless it is destined to remain in country after show ends. An international carnet facilitates importation and movement of samples and professional equipment between countries. Determine that your product complies with international technical and safety standards. Germany, in particular, has extremely stringent laws regarding testing products to comply with applicable specifications. Overseas companies are allowed to exhibit products at German trade fairs before their products have been inspected. Formal certification of required is necessary to legally sell your products in Germany. Certain types of merchandise are also subject to specialized safety codes and technical requirements. It is advisable to use a local consultant to help you through compliance process. Establish a realistic budget. Costs of overseas shows vary widely, depending on a host of variables, for example, location, exchange rates, time of year. In addition to your display, shipping, promotional and staff costs, also take into consideration, import duties and export regulations. As a safety net, add 25% to your budget to cover unexpected costs, tipping and exchange rate fluctuations. Familiarize yourself with overseas union policies. Strong unions exist in U.K., France and Italy. Understand and appreciate rules and treat everyone with respect. Offering to buy your union labor lunch or a beer, as well as tipping, often helps to minimize pilfering, loss and damage. When working with contractors, always have someone who can speak language and give logistical instructions. Arrive at least a week prior to show to iron out any kinks. Get to know pricing. Your company representatives should be prepared to negotiate and agree to terms at show. They should also be fully conversant with tariffs, European Community’s Value Added Tax (VAT) and other tax implications, and importation and delivery procedures. When quoting prices, most buyers expect prices quoted c.i.f. (cost, insurance, freight), including duties, taxes and other charges. For a small fee, local freight forwarders will assist and prepare c.i.f. costs. Have arrangements for credit and payment. You should make arrangements with a bank that has international banking affiliations to facilitate your banking needs. Discuss arrangements for transfer of funds, letters of credit and bills of exchange. Potential customers or representatives will expect a credit check. Individual profiles on overseas companies can be found through World Trader’s Data Reports, available for a small fee from US Commercial Service. Since exchange rates fluctuate daily and can affect pricing, especially when dealing with Latin American countries, consider getting paid in U.S. dollars. Insist on using a native-born translator. When translating copy or business communications, always hire a local translator who has technical knowledge of your products/industry. Embarrassing mistakes occur when a translation is done by a non-professional with limited knowledge of a language and little or no understanding of slang, colloquialisms and double-entendres. Prepare product/service literature, data sheets, catalogues, etc. in principal languages of major countries represented at show. Remember that most countries outside U.S. use metric measurements. Judge context. Some cultures are more direct and explicit in their communication. Swiss, German and Scandinavian cultures are considered low context. Their words have specific meanings. In contrast, Japanese, Chinese and Arabs are high context. Their language is often vague, inexact and confusing for English-speaking cultures to understand. Reading between lines is a must. Keep language simple. Many of your international business contacts will speak English. Problems occur when you use slang, colloquialisms, idioms, jargon, buzz words, lingo, officialese, acronyms, and metaphors. These are often difficult to translate. It is far more effective to keep communication, written and verbal, basic and easy for anyone to understand. Learn to speak body language. Seventy percent of our communication is nonverbal. We communicate by way we stand, sit, tense facial muscles, tap fingers, etc. There are also hundreds of gestures to get across almost any meaning, from greetings, beckonings, and farewells, to terms of endearment and insults. Gestures and body language, with exception of smiling, are not universal in meaning. Be aware of etiquette on personal space, eye contact and when, what and how to touch. Make sure that your top executives are available. Overseas shows, particularly in European and Asian countries, are serious business as they focus on sales. Top-level management attend these shows expecting to place orders. They expect, and want, to deal with their counterparts in your company. They expect to spend time discussing technical details and will often want to close major deals on show floor. Technical staff, sales people and in-country representatives will help form a complete team.
| | Get Traffic & Sales Using Discussion ForumsWritten by Jean Sutherland
Message boards, discussion forums and newsgroups can all produce very profitable results for you and your business. Most of us already participate in one or more of these and more you participate bigger benefits to you and your website will be.So let's find out how to make this a profitable venture for you. Posting on forums, newsgroups and boards is start of a relationship between you and others who read these venues. Many message boards and forums also allow you to use a picture of yourself. This adds to making whole experience much more personal between you and other readers. It allows for many friendships to be formed. I am constantly told by readers of my newsletter that they have often meet people they deal with online and many friendships have been developed. With these venues you have potential to reach thousands of people, all who can help you and your business and may form some lasting friendships in process.. This is one of most productive efforts that you can involve yourself in online. Time is money and a lot of you are also working full time jobs while trying to build an online business. Set aside time on a daily basis to participate in at least one of these ventures. - Join boards where your expertise can help relevant traffic and leads for your site. - Join areas where you have an opportunity to help others and others who may be able to help you. - Join areas where people are involved with same interests that you have in websites you have developed. I have an online newsletter (http://www.emailpromotions.net) that is aimed at people working on internet. I offer free software that I have found online as well as marketing tips, traffic tips and computer tips. I also have a website that focuses on Resort Spas Worldwide (http://www.spasoftheworld.com). I participate in a great number of forums and newsgroups and it is a tremendous help in building my online businesses 1. Look for message boards that get a lot of traffic. The more traffic on board better your chances of getting more traffic to your site and making good connections with others. If forums contain spam, avoid them like plague. They are a waste of your time. 2. Let people know who you are. Use your real name and if possible post a picture of your self. Don't be afraid to also use logo from your site if you have one. You need people to trust you in order to build an online experience with them. You will be surprised at how well known you will become by using this simple method. Not only will people get to know and trust you but they will refer others to you. Word of mouth/email is a very powerful tool for you to use.
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