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