ACTION
TABLE OF CONTENTS
Ten
Actions for Successful Exporting at Domestic Trade Shows
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| Chapter
I. What You Want to Accomplish & How to Measure Success? |
1 |
What is the
expected foreign attendance at the exhibit, and from what countries?
Examine company’s current export activities and estimate
what can be accomplished from the expected foreign attendance.
Based on this, determine:
– Who does the company want to meet with, i.e., representatives,
buyers, etc.
– From what countries or geographic regions?
– What constitutes success and how to measure it?
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Chapter
II. Develop a Program to Accomplish these Goals |
27 |
Plan specific
activities to attract, identify, qualify and process the targeted
foreign visitors, develop a post-show activities that pursue international
leads in the months following the exhibit, and evaluates the effectiveness
of these efforts.
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|
Chapter
III. Alert & Attract Targeted Foreign Visitors |
49 |
Apply techniques
to alert and attract targeted foreign visitors to the booth.
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Chapter
IV. Identify and Qualify Foreign Visitors at the Booth |
59 |
Apply techniques
to quickly identify and qualify targeted foreign visitors at the
booth.
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|
| Chapter
V. Process Foreign Visitors During the Trade Show |
73 |
Have export
knowledgeable booth staff to discuss, negotiate and finalize business
arrangements with foreign visitors rated as qualified.
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|
| Chapter
VI. Work with Overseas Representatives |
91 |
Apply techniques
to involve the exhibitor’s current overseas representative(s)
and distributor(s) in attracting and servicing targeted foreign
visitors, and to support identifying and appointing additional
overseas representation.
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| Chapter
VII. Train Booth Staff in Procedures & Booth Operations |
109 |
Select and
train the booth staff to apply the PowerExporting™ techniques
and procedures presented in the prior steps.
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Chapter
VIII. Undertake Effective Cross Cultural Communications |
131 |
Understand
and use the PowerExporting™ concepts and techniques to effectively
undertake cross/cultural trade show communications.
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| Chapter
IX. Develop Booth Reference Materials, Handouts & Graphics |
157 |
Develop reference
materials and handouts for servicing and attracting targeted foreign
visitors. This includes using displays, graphics, flags, foreign
language signs, world maps
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|
| Chapter
X. Successful Follow-up and Post Show Evaluation |
171 |
Conduct effective
lead follow-up, evaluate the success of export activities to document
export accomplishments, and expand subsequent PowerExporting™
activities.
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Index |
209 |
Author’s
Experiences, Illustrations & Forms |
213 |
©
2004. Leinenbach & Associates. All Rights Reserved.
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