COMPANY TRAINING
The PowerExporting™ program introduces American companies to the potential of globalization and subsequent changes in international business practices. Many small and medium sized companies view the presence of foreign firms operating throughout the US economy, including domestic trade shows, as increased competition. With preparation, these changes are opportunities.
Domestic trade show exporting expands a company’s export activities, and the manual guides exhibitors in planning and applying these new business techniques.
Originally prepared as a training program for the U.S. Department of Commerce’s International Buyer Program, the PowerExporting™ manual’s content and approach enable exhibitors to successfully export through domestic trade shows.PowerExporting™ training consists of three distinct topics: 1) Pre-show planning and preparation, 2) Activities during the exhibit, and 3) Post-show follow-up.
1. Pre-show planning and preparation
- Determining export goals for the exhibit
- Identifying actions needed to accomplish these goals
- Training the staff to quickly identify, qualify and process foreign visitors
- Preparing promotion materials, handouts and booth graphics
2. Activities during the exhibit
- Identifying and qualifying targeted foreign visitors
- Implementing effective intercultural communication
- Processing and negotiating with qualified foreign visitors
3. Post-show follow-up
- Undertake an aggressive 6 month marketing campaign
- Focus on qualified candidates
- Build on agreements made during processing
- Integrate the PowerExporting™ approach into the company’s export program – including follow-up during next year’s exhibit
Seminar templates for exhibitors use are included in chapter ten of the PowerExporting™ manual.
Benefits from the PowerExporting™ Program
1. Identifying export opportunities!
Learn how to determine the export potential of a domestic trade show before the event, including which foreign countries will be represented at the show.2. The presence of foreign attendees!
Learn the initial steps that your company must undertake prior to the exhibit to successfully establish a global export presence through a domestic trade show!3. Attracting foreign visitors!
Learn to use the similarities between your objectives and those of the foreign visitors to your advantage.4. Booth staff screening!
Learn how to train the booth staff to identify and qualify targeted foreign visitors that reflect your company’s export goals.5. Preparing materials & handouts!
Learn what handouts and booth material, including graphics, displays, etc., will increase the booth staff’s effectiveness in identifying and communicating with potential foreign business partners!6. Specialized techniques and tools!
Learn specialized techniques and tools that will attract the “right” foreign visitor - including ‘Profiles’, Screening Scripts, and ‘in-aisle’ targeting techniques!7. Processing / negotiating with foreign visitors!
Learn how to take the conversation beyond identifying the foreign visitors’ interests, to assessing their potential given your company’s specific export goals - including techniques to aid in consummating the business arrangement while the foreign visitor is at the show!8. Including company’s current overseas representatives!
Learn how to involve your current overseas representatives in US domestic trade show activities!9. Effective follow-up!
Learn how to effectively follow-up with foreign visitors - including evaluating and ranking leads, approaching from a position of strength, and timing options!10. Evaluating ‘success’ & planning future activities!
Learn how to use your pre-show expectations to evaluate what actually was accomplished to present your success to senior management!
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