Tuesday, December 13, 2011

Blog

Going to Vegas for CES? Think globally

By Melissa Branzburg, U.S. Department of Commerce

Even with all the coverage the 2012 International CES gets every year, there are some topics less reported than others. For example, focusing on the first word – international – there are going to be more than 20,000 international attendees at the show from 140 countries worldwide.

It goes without saying that foreign buyers love American products and they have made a big investment to come to the show to satisfy their long list of needs. This is an excellent chance to grow your sales and your business without ever needing to leave the country.

Sure, you have heard this before, but how do you meet these buyers? This leads me to another little reported fact: the Consumer Electronics Association, the parent organization, participates in the U.S. Department of Commerce’s International Buyer Program. There are approximately 35 such shows in the U.S. every year.

This means that your chances of meeting a qualified international buyer at CES is far greater than you realize. My colleagues in U.S. Embassies and Consulates around the world recruit delegations of serious buyers to attend the show. We’re expecting 36, from countries around the world – from Brazil and Colombia, to Italy and Israel, right through to Vietnam and China.

So how can you increase your odds of meeting the right new distributor you were looking for in Nigeria? Let me suggest a couple of guidelines that you should follow.

1. Prepare early. This is always at the top of everyone’s list, but have you thought about researching markets? You want to make sure that you are spending the time chatting with the right new representative. There are plenty of ways to start researching – you could use Google Analytics, trade organizations, or economic journals for some background.

Besides market research, check out the other exhibitors. Not all are from the U.S., and you might find a company from overseas selling a service that could really use your product. Part of the prep should be questions. When a new potential sales representative from Indonesia steps up to you at your booth, be ready to ask for information right on the spot. It might be a while before you get such face-to-face time again, so utilize it well.

2. Preparing your marketing materials. Yep, you’re probably putting in that last order for brochures this week since the show is only four weeks away. But make sure you are using not only text but diagrams. Although many of these international buyers have done their homework and are seeking you out, some might discover your new solution that day and have the perfect customer for you back at home. This is an important time to make sure it is clear what it is you’re selling. Maybe it is already to those American customers at the top of your list, but to get the best return on your investment, you need to hook those international buyers in as well.

3. Visit the International Commerce Center. Yes, there is one at CES, at booth S224/225 LVCC. CES and the U.S. Department of Commerce work together to bring you this free resource. It comes stocked with meeting rooms so you can take that deal you are about to make to private setting. There are translators available to help you get through some of the details and even refreshments. The delegation leaders, if they’re not busy trolling the floor, will be there as well to help facilitate introductions for their delegations. It’s a win-win, so why aren’t you there?

4. Use your government resources. The Small Business Administration will be there to answer questions about their loan guarantees for exporting, including export working capital, Export Express, and their international trade loan program. The U.S. Department of Commerce – the trade promotion arm of the U.S. Government – co-hosts (with CEA) an international reception, where U.S. companies can exhibit their products and services directly to qualified foreign buyers. A second program will give you information on market potential and entry from the delegation leaders for their own country – at no cost. Signups for the DOC programs end next Friday and have limited space.

5. Follow up after the show. Not only is it important to save those business cards, but don’t forget that email to that potential business partner, or better yet, set up a Skype chat. You can continue to qualify that lead by using your network (or contacting the U.S. DOC).

The 2012 International CES is one of the biggest trade shows of the year and it’s easy to get caught up in all the details. But save yourself time and money by also thinking about targeting that international partner to help grow your business. Your sales team will thank you!

 

Melissa Branzburg is an International Trade Specialist with the U.S. Department of Commerce, located in Boston. She specializes in helping information and communication technology companies in Massachusetts sell overseas.