Overseas exhibition ABC

To quickly and cost-effectively determine which overseas markets are most likely to accept your products or services, overseas exhibitions are undoubtedly one of the best ways. You can see if your products are suitable for export at international trade shows and trade fairs, discover your competitive advantages and scope; you can also make your products available in potential suppliers, domestic and foreign companies before making any major investment decisions "Exposure" in front of distributors and customers. To trade effectively internationally, your organization must be committed to overseas markets.

There are more than 2,000 trade shows each year around the world, most of which are held at major trade fair centers in the United States, Germany, France, Italy and the United Kingdom, with approximately 150 of them being global events. Imagine how many opportunities your company can take from it.

To get the most out of these fairs, you first need to embrace the following key principles. They can help you overcome the fear and nervousness of setting up overseas.

Meticulous and well-prepared

Comprehensive survey of exhibition information. See which overseas exhibitions can attract the attention of target customers. The best sources of such information include: trade associations, foreign embassies and consulates, banks, chambers of commerce, and the Internet.

Reserve your booth early. Booth allocation is generally on a "first come, first served" basis. So, you should send out your booth application as early as possible -- 12 to 18 months before the show starts. Reserve a booth with the show organizer or their international representative. Most international trade fairs have sales offices all over the world, especially in Germany.

Coordinate shipping schedules. Most international trade shows have an officially appointed freight forwarder who knows all the relevant details. The freight forwarder will take care of the following matters: issuing the invoice, arranging the application for the export license, customs declaration, preparing the packing list, issuing the bill of lading, buying insurance and preparing all relevant documents. Usually, equipment is not subject to import duties unless it remains in the exhibiting country after the show is over. If you hold an international temporary transit permit (carnet), it can greatly facilitate the flow of various samples and professional equipment between different countries.

Ensure products comply with international technical and safety standards. Germany has particularly strict legislation that requires products to be tested to see if they comply with the relevant specifications. However, foreign companies' products can be exhibited at trade fairs in the country without inspection. To legally sell your product in Germany, it is necessary to obtain an official certificate of conformity. Certain types of goods are also subject to specific safety regulations and technical requirements. It would be wise to find a local advisor to help you with these matters.

Budget appropriately. The cost of setting up an exhibit overseas can vary widely, depending on the following variables: location, exchange rate, time of the event, etc. In addition to spending on display, shipping, promotion, and personnel, you also need to consider import duties and export regulations. Adding 25% to your original budget to cover unexpected expenses, tips or currency fluctuations is a more comprehensive consideration.

It is much cheaper to exchange foreign currency from an ATM than if you were to do it from a hotel or a currency exchange office. Before departure, be sure to purchase enough foreign currency cash to cover the fare from the destination airport to the hotel as well as the extra tip.

Successful teams ensure success

Ensure top management is present. The importance of foreign trade fairs cannot be overstated, as the focus is on sales. Senior executives of client companies often attend these exhibitions in anticipation of the opportunity to place orders. They want to be able to deal with the equivalent of your company, discuss the technical details with high-level people, and sign big orders right in the showroom. A complete exhibitor team should include technical staff, sales staff, and domestic representatives.

Train staff. Make sure that every employee representing your company at foreign trade shows is well-trained, and they must fully understand the cultural differences of the people they will be dealing with. They should know how to welcome and address people who come to the booth. Europeans pay attention to formal etiquette, whereas Americans are happy to accept a more casual and friendly way. In addition to knowing the differences in eye contact, handshakes, body posture and distance, you also have to understand the different styles of trade negotiations, the sensitivities of conversation, and the way you deal with women in the business world. Your challenge is to build a relationship of mutual trust and sincerity, both of which are very important to the success of the transaction.

Prepare bilingual business cards for company exhibitors. In European and Asian business circles, business cards are essential. Its role is equivalent to a passport in the business field. In countries where English is not widely spoken, you should have the same printed on the back of your business card in local script. It is best to have these business cards printed in the country you are visiting. At the same time, you should also pay attention to certain etiquette when delivering business cards. For example, in Japan, the exchange of business cards is a very grand event, to be delivered with both hands and bowed to each other. Both parties will read the contents of the business card and study it carefully. It is extremely impolite if you jot something on a business card or just tuck it in your pocket.

Follow the local customs and respect differences

Pay attention to cultural differences. Understand and respect the culture of the people you will be dealing with. It is important to note that colors and symbols and their meanings vary greatly from country to country. For example, Brazilians use purple for mourning, while Mexicans use yellow. If you choose the wrong color for your product, packaging, or printed materials, you lose your local market. For example, in Korea, red is an unlucky color. In order to make sure that nothing goes wrong, it is necessary to conduct in-depth research into a particular culture.

Find out what the customer really intends. Differences in culture and language can easily lead to misunderstandings and even cause unnecessary troubles. In some countries, such as France, "no" can often mean "maybe", and "maybe" can mean "no". People in some countries don't say "no" directly, but subtly imply that you mean it, for example, they say "this is hard" or "I'll think about it". You might take "yes" or nods as affirmative responses, but they're not, they might mean "maybe" or "I see." To avoid saying "no," Koreans, especially, often give you an answer they think you want to hear. By asking open-ended questions, learn to listen for the overtones in the answers. In these situations, a cultural advisor can be especially helpful.

Familiarize yourself with foreign union policies. The UK, France and Italy all have very strong trade union organisations. You must be familiar with and accept their rules and respect everyone. Giving your hired workers a lunch or a beer and tipping them will help minimize the chance of exhibit theft, loss, and damage. When working with contractors, be sure to have someone around who speaks their language and can provide logistical guidance. Arrive at least a week before the show to avoid any inconvenience.

Learn about local attitudes towards women in business. In-depth research into the customs of women in the country you will be visiting. Exhibitors must be familiar with local perceptions of women in business and cultural differences in this regard. Doing so can help your employees learn the right way to deal with customers and avoid embarrassing situations. However, overseas trade is based on trust and relationships, and women, like men, have a responsibility to create the rapport necessary to achieve their goals.

Respect different decision-making processes. Around the world, the process of decision-making varies. Some companies have a bottom-up decision-making process. Many times, companies send lower-level employees to trade shows to collect a lot of information and report the information to senior managers. During the initial meeting, no decisions will be made. Decisions are generally made collectively, slowly and meticulously. However, once a decision is made, it is quickly implemented, especially in Japanese companies. The key is to do research.

Communicate effectively and make friends

Judge the context. People in some countries are more direct and frank when communicating with each other. The Swiss, Germans, and Scandinavians, for example, have low-context cultures—every word has a specific meaning. In contrast, Japanese and Arabic cultures are highly contextualized -- their language is a bit vague and inaccurate, and most people from English-speaking countries don't understand what their words mean. . You have to understand what they mean.

In plain language. Many people speak English when conducting international trade exchanges. If you use slang, colloquialisms, dialects, jargon, jargon, slang, acronyms it can create communication problems. Whether it’s written or spoken, using simple, basic vocabulary that everyone understands can make your communication surprisingly effective.

Insist on using native translations. You'll want to hire a local translator who really understands your product or your industry to help you with material translation and business communications. A lay translator with limited knowledge of the language and little or no knowledge of slang, colloquialisms and puns can make some embarrassing mistakes. Prepare your product/service presentation materials, lists, catalogs and the like in the languages of the main exhibiting countries.

Learn to use body language. 70% of communication is not carried out by language, your standing, sitting, facial expressions and finger tapping, etc. have their own meanings. There are also hundreds of poses that can be used to express almost everything from welcome and goodbye to love gestures. With the exception of smiling, other gestures and body language don't mean the same thing. So, you need to know the etiquette you should observe in private situations and when making eye and body contact with people.

Build a network of customer relationships. When doing international trade, relationship building is essential. Differences in behavior between foreigners and you are real, and you should be wise to recognize them and make room for them. Cultivating business relationships in the form of personal visits can go a long way in making export deals a success. Therefore, you should make a plan to regularly visit large buyers, agents or distributors. At the same time, actively and quickly respond to various problems and complaints.

Attract buyers, close deals

Determine pricing methods. Company representatives should be prepared to bargain with customers. They must also be very familiar with customs duties, value-added tax and other related taxes, as well as be well acquainted with import and delivery procedures. Most buyers expect sellers to report them CIF (Cost + Insurance + Shipping), which already includes duties, other miscellaneous taxes and other charges. You only need to pay a small fee to the local forwarder and they will help you prepare a CIF quote.

Schedule a tripartite meeting. Many people in Asia and Latin America prefer to do business with people they know. Whether you can meet the buyer of your choice depends on whether you have the right introducer. If the buyer you want to meet respects your introducer, chances are you will be respected by him too.

Negotiation strategy. International trade negotiations are complex, and social skills are critical to the negotiation process. You must be aware of local cultural practices, especially with regard to timing and trading methods. Patience when negotiating is often indispensable.

Provide quality assurance and unique selling points. Buyers expect high-quality products and services, especially in Japan and South Korea. The packaging is just as important as the product itself. If your products and services have direct local competitors, in order to win the recognition of the target market, they must have their unique selling points in terms of technology, innovation, design, and style.

Arrange credit checks and payments. You must arrange funding in advance with a bank with a multinational branch, discussing arrangements for specific matters concerning withdrawals, letters of credit and drafts. To conduct credit checks on potential clients or client representatives, profiles of many foreign companies can be found in the World Traders Data Report.

Follow up quickly. Contact and quick follow-up after the exhibition is the best way to establish a good cross-border sales relationship and generate orders.

Finally, you have to remember: Doing foreign trade requires time and patience. You may have to go to multiple trade shows to meet a real buyer. Before trading with you, foreigners want to be sure that you are very serious and dedicated to developing their country's market.

The original text is reproduced with permission from Susan Friedmann's The A=Z of Exhibiting Overseas, Expert magazine, June 2, 2003. Copyright ExpertMagazine.com 2003. Translated by Liu Yanqun.

Susan Friedmann is a tradeshow coach who specializes in working with tradeshow attendees, tradeshow organizers, and conference planners to help them create more valuable outcomes at these national or international tradeshows

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