Page 46
intelligence
PREPARATION, PREPARATION, PREPARATION
The boy scout motto is a good mantra to adopt on a trade mission. Jade Sermon reports
Overseas business visits are costly, both in terms of time and funding, so it makes perfect sense to optimise your time in the country by careful advance preparation.
PLEASED TO MEET YOU
Whatever your target market, there will be a vast amount of information online for you to assimilate. For something more specific, you may like to commission an Overseas Market Introduction Service (OMIS) report from the British embassy in the country you will be visiting. This will give general sector information and can identify competitors, as well as potential customers or agents and distributors, depending on how you intend to conduct your business. Indeed, the commercial officers at the embassy can arrange advance appointments for you to maximise your time while abroad.
LOST IN TRANSLATION?
Think about your marketing materials. Do you need to get brochures translated? Unless you are visiting an English-speaking country the answer is almost certainly yes. It is a basic courtesy to enable your potential customers to read about your products in their own language.
You may also need an interpreter to accompany you on business meetings. Your mission organisers and UK Trade & Investment staff at the embassy where you are visiting will be able to provide contacts. If you do use an interpreter, spend some time with them before your appointments to explain your business and what you hope to gain from the meeting. They will be able not just to translate the words, but also alert you to attitudes and innuendo that are lost when you do not speak the language.
Ensure you have enough business cards. A trade mission is a major opportunity to promote your company, its goods and services – it’s amazing how many people fall down at this basic hurdle.
Depending on your destination you may need a visa and/or vaccinations, but your trade mission organisers will be able to advise on this.
BON VOYAGE
So, armed with market intelligence, promotional material and a diary of appointments, you need to ensure adequate backup is available from your office. You may need additional product information or costs while you are away, so assign a contact in your firm who has your full itinerary and is available to assist.
Confirm all appointments before you depart and when you arrive, prior to your meeting. Have a few reserves in the bag because arrangements invariably change.
One of the most important aspects of any trade mission is follow up. Position yourself as someone your prospective customers want to do business with. Thank people for their time, send additional information, suggest another meeting or even invite them to the UK – this makes you look keen and efficient.
Travel, even business travel, should be fun. To keep yourself upbeat, incorporate a visit or activity into your schedule that would interest you. You could even invite a potential customer to join you.
springboard: | page 46
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52