Increasing International Exhibitor Sales: The Care and Feeding of International Agents

1. Increasing International Exhibitor Sales: The Care and Feeding of International Agents By Stephanie S. Selesnick, CEM Executive Vice President International Trade Information, Inc. Stephanie@intltradeinfo.com www.internationaltradeinformation.com

2. Assessing Your Organization’s Needs 1. What is your organization’s resource commitment? • Time • Money • Personnel and Level of International Experience 2. Is it better to work with an International Consultant to find and/or supervise agents OR do you have the right staff in place to find and supervise/support them on your own? 3. Does your organization need international agents or representatives or can it do so “in house”?

3. Assessing Your Organization’s Needs:Allocating In-House Resources • Time: • It takes a MINIMUM commitment of 3-4 YEARS to reap the benefits of an international exhibitor sales program. • Money: • It is an INVESTMENT NOT a cost • International Promotion/Marketing is a MUST • Includes advertising and LOTS of travel

4. Assessing Your Organization’s Needs:Allocating In-House Resources • Are there high-level internationally experienced personnel in house? • Is his/her job title Director or higher? • Does he/she speak more than one language? (gibberish does not count!) • Has he/she traveled further than Canada or Mexico on vacation? • Does he/she have more than 2 stamps in their passport(s)? • Can he/she pass the upcoming pop quiz?

5. Is it less expensive to hire a VP of International Business Development or an outside consultant? What outside consultants: • Can deliver: • Personal Contacts • Personal experience in the marketplace • Supervision and support (when needed) • Cultural knowledge and sensitivity • Cannot guarantee: • Sales or visitors • That your show will be a priority • No natural or manmade disasters will happen affecting sales/visitors for your show

6. What is YOUR level of cultural and international sophistication? (a pop quiz) • TRUE/FALSE: • Consulates are located in a Capitol City. Embassies are satellites of Consulates. • Trade Offices are always located in Embassies or Consulates • A Trade Commissioner is the same as a Cultural Commissioner • You can drive from Hong Kong to Macau • If you cut anything up small enough it tastes like chicken. • India has a great infrastructure and it’s super easy to get around • The U.S. Department of Commerce is in charge of issuing Visas.

7. What is YOUR level of cultural and international sophistication? (a pop quiz) • SHORT ANSWERS: • What is a “FSN” and why is it important? • What is the difference between a Hard Currency and a Soft Currency? Why should one care? • What is the common way of greeting a Dutch person you know? • What is the common way of greeting a Chinese person you know? • In this country, the chopsticks are metal, thin and cylindrical • In Mexico, lunch is held at this time, dinner at this time. • How does one exchange business cards in Asia?

8. Agents • Ways to find agents • From a consultant and/or personal recommendation • From a counterpart international association • From the U.S. Dept. of Commerce • Who are the agents? • Business Owners • Experienced in Trade Shows, Industry, Ex-Gov’t. • Hardworking, Entrepreneurial • Executive Level!

9. Agents • Vetting agents – • Check references thoroughly! • Dunn & Bradstreet (credit) • U.S. Dept. of Commerce (in country) • Associations • Remember anyone can “talk the talk”, but many are unable to “walk the walk”!

10. Keeping Agents Happy! Top Agent Complaints • No Promotional Budget • Lack of communication (updates on the show!) and timely answers • Lack of real information on the marketplace AND competitive shows • Timely payment of commissions and reimbursements (wire transfers)

11. Keeping Agents Happy! • Personal visits by TOP executives to: • Support, educate and train salespeople • See top clients and associations • Present multiple presentations, seminars, etc. • What should these presentations/seminars include? • Market information • Distribution of products in the marketplace • Cultural information/Information on the venue city • Information about your show (last)

12. Answers to the Quiz • TRUE/FALSE: • Consulates are located in a Capital City. Embassies are satellites of Consulates. • False, it’s the other way around • Trade Offices are always located in Embassies or Consulates • False • A Trade Commissioner is the same as a Cultural Commissioner • False • You can drive from Hong Kong to Macau • False but true in the next 3 years

13. Answers to the Quiz • TRUE/FALSE • If you cut anything up small enough it tastes like chicken. • Mostly true • India has a great infrastructure and it’s super easy to get around • False - i.e.: it takes a 4-hour drive from Mumbai (formerly known as Bombay) to the Taj Majal • The U.S. Department of Commerce is in charge of issuing Visas. • False - it’s the State Department

14. Answers to the Quiz • SHORT ANSWERS: • What is a “FSN” and why is it important? • Foreign Service National - the “in-country” person who is usually an expert in several industries. They don’t move postings. • What is the difference between a Hard Currency and a Soft Currency? And why should one care? • Hard currency is traded on the global market. Soft currency must be converted to a hard currency. Example: Brazil • What is the common way of greeting a Dutch person you know? • Kissing cheeks 3 times

15. Answers to the Quiz • SHORT ANSWERS (continued) • What is the common way of greeting a Chinese person you know? • Limp handshake • In this country, the chopsticks are metal, thin and cylindrical • South Korea • In Mexico, lunch is held at this time, dinner at this time. • 3-5pm for lunch, 9pm or later for dinner • How does one exchange business cards in Asia? • With both hands, then examine and discuss the cards

16. Increasing International Exhibitor Sales: The Care and Feeding of International Agents By Stephanie S. Selesnick, CEM Executive Vice President International Trade Information, Inc. Stephanie@intltradeinfo.com www.internationaltradeinformation.com