The cover story has amply justified the need for the best
companies to go global. The improvements in quality, adoption of expensive
technology and the huge branding effects coupled with global designing, all can
lead to a successful global placement. The increase in outputs will surely put
pressure on the manufacturers to go global and explore new markets.
Going global and working in international markets is very
tricky and testing. There are companies who believe that exporting 1 container
a month is giving global presence. Well, its not.
Global presence is about establishing our own brand and
network in the international markets. We see Mcdonalds in India India , We see GM in India
Not comparing with the giants in the business world over,
for Small scale industries, going global is still the same ball game on a small
restricted niche. There are thousands of SSIs from India
Prospecting And
Suspecting
This is probably one of the easiest activities. With
internet and telephony so prevelant and a number of helplines available,
scouting the best prospects who can buy our goods will be smooth.
However, the idea is to generate numbers. Do not go for a
select few. You do not really know who is in the mood to go big, expand or
change their current supplier. You do not know which of you rejected prospects
may actually turn up buying from your competitor. So the best method is to
approach almost all except those who have a track record of misdoings and
unethical business practices.
Introducing
Yourself Right
This is where most of the companies go wrong. They cannot
express as to what they are doing and how they can be serve and benefit the
buyer. They are either manufacturers or merchant exporters, they do not have
the Corporate Brand Identity in place, nor do they have the right kind of
stationery to approach a prospective buyer. The English and communication
patterns are so jumbled up and circuitous, that the buyer sees everything
except their benefits in the communication.
The need is to hire a smart communication designer who
can give them a total solution with an international touch. The Logo,
stationery, E-mail design writing, short as well as long profiles, that show
the company strength and the benefit it will deliver to the buyer. This is a
one time job. The best way is to have a good short introduction letter with a
long profile and a product catalogue attached. A good PDF and a CD presentation
can also do. However, it is best to have a printed presentation and all buyers
are not techno savvy. Be sure to mention your financials, size of factory
capacity and other data that build your credibility. The buyer is likely ot
make you a consistent supplier. He will want to check your credentials. Do
attach copies of certificates and photographs in the profile.
This can be followed up by an oral Telephonic follow up.
The theme of the presentation and the talk by the person should be in alignment
and question asked if any should also be well prepared for. Any contradiction
here may lead to free fall of the deal.
Always get feedback on how they liked your communiqué,
what else would they want from you and be sure to get another appointment for
tele-talk or personal meeting if you are traveling to the country.
Follow Through
Sending Samples is a very good and productive practice.
Once you have introduced, you know who is hot and likely to buy from you. Do
send them samples or better catalogues and brochures.
Be in consistent touch with a borderline of never being
too aggressive and irritating. Use Social Media to befriend the person. You can
know a lot about the persons likes and dislikes for his SM profile. It helps
you in dealing with him.
Remember the orders may be big, but there is only one
person largely making the decisions. The more you know about him better it is
for you to deal with him. Tweets and FB messages and other social media to keep
in touch always keeps you in his mind. When he needs you, you are already in
his contact lists and more so in his thoughts.
Participation
in Exhibitions
Participation in trade fairs and exhibitions boost your
brand image upfront. They also give you a chance to come face to face with the
buyers. If you are not budgeting for a stall, you can just visit and make new
contacts. Carrying your profile and other material benefit you immensely. A
good contact made in such and exhibition is worth a number of online strangers.
Establish a
Local Communication Point
Tie up with a
distributor or a retailer in the region. You can also tie up with an indenting
agent who can act as your local communication point. This helps in quick
response and building buyer credibility. This also improves the chances of
closing the deal as there can be a consistent follow up and objection handling.
Catalogue
through Embassies
Indian Embassies across the world have a responsibility
of promoting trade of India
Web Presence
and SEO for Selected countries
Enhance your web presence and Social Media presence to be
a target of prospective buyers. It is easy to be spotted on one of these sites
and get an inquiry. Be very country specific on this as most countries have
their own directories and Social Medias that they visit regularly.
Decide your country, find the best Trade directories and
Post your details on them. Follow it up with Social Media team and an e mail
campaign. These all will together attract prospective buyers to you.
