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01.04.05
The A-Z Of Exhibiting Overseas
 By Susan A. Friedmann
Exhibiting overseas is one of the fastest and most cost effective ways to identify the 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 the 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 the major trade show centers in the United States, Germany, France, Italy and the United Kingdom. The following A-Z guidelines will help to take the fear and anxiety out of your overseas exhibiting ventures:
 Ask questions and thoroughly research overseas shows to find the ones that attract your target market. A good starting point is the U.S. Foreign Commercial Service (FSC), part of the International Trade Administration of the Department of Commerce. Other sources of information include banks, trade associations, foreign embassies and consulates, bi-national chambers of commerce and the 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 the event. Reservations are made with the show organizer or their international representative. Most of the large shows, especially the German ones, have global sales offices.
Coordinate shipping arrangements. Most international trade shows have an officially designated freight forwarder who is familiar with all the relevant details. They will handle the 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 the country after the 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 the 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 the 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.
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Familiarize yourself with overseas union policies. Strong unions exist in the U.K., France and Italy. Understand and appreciate the 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 the language and give logistical instructions. Arrive at least a week prior to the show to iron out any kinks.
Get to know pricing. Your company representatives should be prepared to negotiate and agree to terms at the show. They should also be fully conversant with tariffs, the 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 the World Trader's Data Reports, available for a small fee from the 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 the principal languages of the major countries represented at the show. Remember that most countries outside the U.S. use metric measurements.
Judge the 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 the 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.
Read the Rest of the Article.
About the Author:
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to: http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
info@thetradeshowcoach.com |
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