| Exhibiting overseas is one of the fastest
| |
| | management attend these shows expecting
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| and most cost effective ways to identify
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| | to place orders. They expect, and want,
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| the best foreign markets for your
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| | to deal with their counterparts in your
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| products/services. International trade
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| | company. They expect to spend time
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| shows and fairs offer opportunities for
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| | discussing technical details and will
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| multilateral contacts and business deals.
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| | often want to close major deals on the
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| They allow you to test your product's
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| | show floor. Technical staff, sales people
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| export suitability; explore the strength
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| | and in-country representatives will help
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| and scope of your competition; and gain
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| | form a complete team.Nail negotiating.
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| exposure to potential suppliers,
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| | Negotiating in international business is
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| in-country distributors and customers
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| | extremely complex. Socializing is often
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| before making any sizable financial
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| | considered essential to the negotiating
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| commitments. However, to effectively
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| | process. Learn the cultural rules,
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| trade internationally, top management
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| | especially as they relate to timing and
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| must commit to developing foreign
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| | how business is conducted. Patience is
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| markets.More than 2,000 shows are
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| | often a real virtue.Offer quality and
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| organized worldwide each year, and
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| | uniqueness. High quality products and
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| approximately 150 of these events have
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| | services are expected, particularly when
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| significant global attraction. Most are
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| | dealing with the Japanese and South
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| held in the major trade show centers in
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| | Koreans. The packaging is as important as
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| the United States, Germany, France, Italy
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| | the product. If your products and
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| and the United Kingdom. The following A-Z
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| | services compete directly with native
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| guidelines will help to take the fear and
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| | companies, there needs to be something
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| anxiety out of your overseas exhibiting
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| | unique in the technology, innovation,
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| ventures:Ask questions and thoroughly
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| | design, styling or image to gain
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| research overseas shows to find the ones
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| | acceptance in the Asian market.Plan on
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| that attract your target market. A good
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| | having a third-party contact. Many Asian
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| starting point is the U.S. Foreign
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| | and Latin American cultures prefer to do
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| Commercial Service (FSC), part of the
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| | business with people they know. Meeting
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| International Trade Administration of the
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| | the right people often depends on having
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| Department of Commerce. Other sources of
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| | the right introduction. If the person you
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| information include banks, trade
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| | wish to meet respects your intermediary,
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| associations, foreign embassies and
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| | then chances are you too will be
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| consulates, bi-national chambers of
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| | respected.Question whether "no" really
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| commerce and the Internet.Book space
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| | means "no." Much confusion, frustration
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| early. Allocation for space is a
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| | and irritation can occur when different
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| "first-come, first-served" basis.
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| | cultures communicate real meaning. In
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| Applications for space need to be
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| | some countries, such as France, "no" can
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| submitted as early as possible - 12-18
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| | often mean "maybe' and "maybe" can mean
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| months prior to the event. Reservations
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| | "no." In many Asian cultures, individuals
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| are made with the show organizer or their
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| | will not say "no" outright. Rather, they
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| international representative. Most of the
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| | use subtle clues, for example, saying
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| large shows, especially the German ones,
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| | "It's very difficult," or "I'll consider
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| have global sales offices.Coordinate
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| | it." A "yes" or a nod of the head may
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| shipping arrangements. Most international
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| | very well mean "maybe" or "I understand,"
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| trade shows have an officially designated
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| | instead of it being the affirmative
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| freight forwarder who is familiar with
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| | response you might interpret. To avoid
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| all the relevant details. They will
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| | saying "no," Koreans in particular will
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| handle the invoicing, arrange for
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| | often give you the answer they think you
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| licenses and declarations, prepare
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| | want to hear. Learn to listen to the
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| packing list, issue bills of lading,
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| | subtleties by asking open-ended
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| handle insurance and prepare all
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| | questions. It is at times like these that
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| necessary documentation. A duty charge is
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| | a cultural mentor can be particularly
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| not normally assessed on equipment,
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| | helpful.Recognize the role of women in
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| unless it is destined to remain in the
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| | business. Research the customs of the
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| country after the show ends. An
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| | country you are visiting as they apply to
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| international carnet facilitates
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| | women. Although female business travelers
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| importation and movement of samples and
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| | account for one of the fastest growing
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| professional equipment between
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| | segments of the travel industry, problems
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| countries.Determine that your product
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| | still exist. Be prepared to prove
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| complies with international technical and
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| | yourself as you may not be taken as
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| safety standards. Germany, in particular,
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| | seriously as your male counterparts.
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| has extremely stringent laws regarding
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| | Familiarize yourself with local and
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| testing products to comply with
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| | regional attitudes and cultural
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| applicable specifications. Overseas
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| | differences about women in business. This
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| companies are allowed to exhibit products
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| | will help to define your approach and
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| at German trade fairs before their
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| | avoid potential problems and embarrassing
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| products have been inspected. Formal
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| | situations. However, business overseas is
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| certification of required is necessary to
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| | based on trust and relationships. And
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| legally sell your products in Germany.
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| | women, like men, are responsible for
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| Certain types of merchandise are also
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| | creating the necessary rapport to
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| subject to specialized safety codes and
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| | accomplish their goals.Supply all your
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| technical requirements. It is advisable
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| | company representatives with bi-lingual
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| to use a local consultant to help you
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| | business cards. In Europe and Asian
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| through the compliance process.Establish
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| | societies, business cards are essential.
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| a realistic budget. Costs of overseas
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| | They act like a business passport. For
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| shows vary widely, depending on a host of
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| | countries where English is not widely
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| variables, for example, location,
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| | spoken, have cards printed on the reverse
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| exchange rates, time of the year. In
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| | side in the local language. This is best
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| addition to your display, shipping,
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| | done in the country you are visiting.
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| promotional and staff costs, also take
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| | Also be aware of the specific etiquette
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| into consideration, import duties and
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| | that exists, particularly in Asian
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| export regulations. As a safety net, add
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| | countries, for presenting cards. For
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| 25% to your budget to cover unexpected
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| | example, in Japan, business cards are
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| costs, tipping and exchange rate
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| | exchanged ceremoniously using both hands
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| fluctuations.Familiarize yourself with
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| | and a bow. Both parties will read and
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| overseas union policies. Strong unions
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| | study the card. It is extremely impolite
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| exist in the U.K., France and Italy.
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| | to write notes on the card or shove it in
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| Understand and appreciate the rules and
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| | your pocket.Train your people. Make sure
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| treat everyone with respect. Offering to
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| | that the people who represent your
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| buy your union labor lunch or a beer, as
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| | company at overseas shows are well
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| well as tipping, often helps to minimize
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| | trained and know and understand the
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| pilfering, loss and damage. When working
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| | cultural differences of the people with
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| with contractors, always have someone who
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| | whom they will interact. They should know
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| can speak the language and give
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| | how to greet and address visitors.
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| logistical instructions. Arrive at least
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| | Formality is the norm in Europe, whereas
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| a week prior to the show to iron out any
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| | a more casual and friendly style is
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| kinks.Get to know pricing. Your company
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| | acceptable in the U.S. Understanding
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| representatives should be prepared to
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| | different business negotiating styles,
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| negotiate and agree to terms at the show.
| |
| | conversation sensitivities, and how women
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| They should also be fully conversant with
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| | are treated in business, is essential, in
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| tariffs, the European Community's Value
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| | addition to knowing eye contact,
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| Added Tax (VAT) and other tax
| |
| | handshakes, body posture and spatial
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| implications, and importation and
| |
| | distance differences. The key is to
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| delivery procedures. When quoting prices,
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| | develop relationships of trust and
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| most buyers expect prices quoted c.i.f.
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| | sincerity as they are critical for
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| (cost, insurance, freight), including
| |
| | successful business.Use ATM's (Automated
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| duties, taxes and other charges. For a
| |
| | Teller Machines) to get local currency.
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| small fee, local freight forwarders will
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| | They give you the wholesale exchange rate
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| assist and prepare c.i.f. costs.Have
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| | of 5-10%, which is a far better rate than
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| arrangements for credit and payment. You
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| | you would get at hotels or currency
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| should make arrangements with a bank that
| |
| | exchanges. Always try to purchase enough
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| has international banking affiliations to
| |
| | local currency before leaving home to pay
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| facilitate your banking needs. Discuss
| |
| | your transportation from your destination
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| arrangements for transfer of funds,
| |
| | airport to your hotel, plus a little
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| letters of credit and bills of exchange.
| |
| | extra for tips.Value different
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| Potential customers or representatives
| |
| | decision-making processes. The key is not
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| will expect a credit check. Individual
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| | to sell but rather to build
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| profiles on overseas companies can be
| |
| | relationships. Decision-making differs
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| found through the World Trader's Data
| |
| | around the world. For example, in Asian
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| Reports, available for a small fee from
| |
| | cultures, it starts from the lower levels
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| the US Commercial Service.Since exchange
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| | in the organization, and works its way up
|
| rates fluctuate daily and can affect
| |
| | the ladder. Many times, lower level
|
| pricing, especially when dealing with
| |
| | employees will visit a trade show to
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| Latin American countries, consider
| |
| | gather information, which they will
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| getting paid in U.S. dollars.Insist on
| |
| | include in a report to a higher manager.
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| using a native-born translator. When
| |
| | Don't expect a decision from an initial
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| translating copy or business
| |
| | meeting. Decisions are usually made
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| communications, always hire a local
| |
| | collectively, and the process is often
|
| translator who has technical knowledge of
| |
| | slow and thorough. However, once a
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| your products/industry. Embarrassing
| |
| | decision is made, especially in Japan, a
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| mistakes occur when a translation is done
| |
| | quick execution is expected. The key,
|
| by a non-professional with limited
| |
| | once again, is to do your research.Watch
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| knowledge of a language and little or no
| |
| | out for cultural differences. Know and
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| understanding of slang, colloquialisms
| |
| | understand the cultural differences of
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| and double-entendres. Prepare product
| |
| | the people with whom you will interact.
|
| service literature, data sheets,
| |
| | Be sensitive to color and symbols and
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| catalogues, etc. in the principal
| |
| | their meanings in different countries.
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| languages of the major countries
| |
| | For example, mourning is symbolized by
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| represented at the show. Remember that
| |
| | white in Asia, purple in Brazil and
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| most countries outside the U.S. use
| |
| | yellow in Mexico. If your product,
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| metric measurements.Judge the context.
| |
| | packaging and literature are in the wrong
|
| Some cultures are more direct and
| |
| | color, you will lose sales. Red and
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| explicit in their communication. Swiss,
| |
| | yellow are lucky colors in China -
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| German and Scandinavian cultures are
| |
| | conversely, never use red printing in
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| considered low context. Their words have
| |
| | South Korea. In many of the Asian
|
| specific meanings. In contrast, Japanese,
| |
| | countries, the number four denotes death
|
| Chinese and Arabs are high context. Their
| |
| | and should be totally avoided, including
|
| language is often vague, inexact and
| |
| | products packaged in fours. If possible,
|
| confusing for English-speaking cultures
| |
| | avoid the number nine, as it has
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| to understand. Reading between the lines
| |
| | connotations of suffering. Seven and
|
| is a must.Keep language simple. Many of
| |
| | eight are considered lucky. Be safe and
|
| your international business contacts will
| |
| | always do your research!Expect to
|
| speak English. Problems occur when you
| |
| | follow-up personally. Personal contact
|
| use slang, colloquialisms, idioms,
| |
| | and immediate follow-up after the show is
|
| jargon, buzz words, lingo, officialese,
| |
| | the best way to establish foreign buyer
|
| acronyms, and metaphors. These are often
| |
| | seller relationships to produce future
|
| difficult to translate. It is far more
| |
| | orders.Yield to a time investment.
|
| effective to keep communication, written
| |
| | Building relationships is a key component
|
| and verbal, basic and easy for anyone to
| |
| | to doing business overseas. Behavioral
|
| understand.Learn to speak body language.
| |
| | differences are real. It is wise to
|
| Seventy percent of our communication is
| |
| | recognize them and to make allowances
|
| nonverbal. We communicate by the way we
| |
| | when doing business. Willingness to
|
| stand, sit, tense facial muscles, tap
| |
| | cultivate business contacts through
|
| fingers, etc. There are also hundreds of
| |
| | personal visits plays a major role in
|
| gestures to get across almost any
| |
| | export success. Plan regular visits to
|
| meaning, from greetings, beckonings, and
| |
| | your major buyers, agents, or
|
| farewells, to terms of endearment and
| |
| | distributors. Be available, interested
|
| insults. Gestures and body language, with
| |
| | and quick to react to problems or
|
| the exception of smiling, are not
| |
| | complaints.Zero in on the fact that doing
|
| universal in meaning. Be aware of the
| |
| | business overseas demands time and
|
| etiquette on personal space, eye contact
| |
| | patience. It may take several appearances
|
| and when, what and how to touch.Make sure
| |
| | at trade shows before your company is
|
| that your top executives are available.
| |
| | taken seriously. Foreigners want to feel
|
| Overseas shows, particularly in European
| |
| | confident that you are sincere and
|
| and Asian countries, are serious business
| |
| | totally committed to your involvement in
|
| as they focus on sales. Top-level
| |
| | their country.
|
