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U.S. Government Export Assistance—Part 2: Sales and Marketing Help

Foreign governments exert time, effort and financial resources to help their companies sustain and increase their exports. Some of them are doing a pretty good job including Canada, Mexico, China, Germany, Japan, the United Kingdom, and South Korea. Other countries are increasing their efforts to also assist their companies in expanding their exports. They all realize that exports are necessary and desirable for their economic well-being and prosperity. 

All this equates to a tougher business climate for U.S. companies both in their domestic and international sales. The world is changing and because competition is getting stronger while the complexity and speed of doing business is changing, there are greater needs for government assistance that will help companies grow in current markets while simultaneously penetrating new countries and business sectors. 

We are currently seeing some good signs for export growth. The world population will pass the seven billion mark this year for the first time. The U.S. dollar exchange rate makes U.S. produced goods and services relatively less expensive in many countries than it was just a year-and-a-half ago. 

Fortunately, the Department of Commerce (DOC) is there to support and assist in so many traditional and new ways that may surprise even the so-called "old hands" or export experts. They have done a great job based on their results and track record and documented by an abundance of positive testimonials from the very smallest exporter to the billion dollar multi-national giants. On the plus side, these days the DOC policy makers as well as the "field hands" and the staff in the trenches are focused on small and mid-sized exporters. 

Not all services or programs may have benefit or relate to you and your business but with a portfolio of numerous assistance services available, you may be able to choose and utilize the DOC to your advantage and uncover new export opportunities. But it is up to you to ascertain and understand what programs are available, and it is up to you to initiate the process of engaging the DOC to help you continue to profitably grow your exports accordingly. 

For the record, I did not solicit nor receive any help from the DOC in writing this article, and of course, I did not get any compensation and do not belong to any committee of the DOC. I can, however, verify information and the beneficial utility of each of the services and programs I write about because I have personally utilized them in private industry to enhance my companies' sales and profit growth in the capacity of export manager and international vice president during my 43 years being daily engaged in the export process. I do review the DOC websites and routinely keep up with their literature to keep current on what they are doing. 

Perhaps one of the greatest potential benefits of engaging the DOC is because they have the ability to discuss and council you about what works and what does not work. The Commercial Field Offices and staff located overseas as well as the Trade Specialists located in all 50 states are routinely exposed to so many companies and situations engaged in exporting activities that they constantly are in the forefront of best practices and opportunities. They work with small, medium and large exporters with equal enthusiasm. They work with well-established exporters and first time new-to-export companies. They work in established traditional markets as well as emerging developing markets. It is not possible for any company to have as many people engaged in as many countries in so many business activities as the DOC. A positive adjunct to this "well-exposed" attribute is that the DOC staff personnel, both domestic and field staff, are very well connected to marketplace subject matter experts, many of whom are your customers or potential customers. It simply behooves you to take advantage of these connections. You could even look upon the DOC staff as an extension of your own staff and use them as the need arises. 

The following are descriptions of the two flag-ship agencies with a list of DOC programs that are designed and operated to help you, so get familiar with them and call on them accordingly. 

U.S. Commercial Service Export Assistance Centers 

This is a good place to start if you have not fully utilized the U.S. government to help you export. The Export Assistance Centers employ international trade specialists in more than 100 cities in the United States. They are particularly involved in helping small and medium-sized companies. These locations are often referred to as "one-stop shops" because they combine trade and marketing expertise and resources along with the financial expertise and resources of the Small Business Administration and the Export-Import Bank. 

Here is where you can maximize resources because these locations and trade specialists work closely with other federal, state, local and private partners to offer you a full range of expertise in international trade, marketing, and finance. Trade specialists willingly and enthusiastically provide counsel to you and your company on the steps involved in exporting, help you assess the export potential of your products, identify markets, and locate overseas buyers, reps, distributors and partners. They work closely with their counterparts in over 80 countries. Many trade specialists were at one time posted in foreign countries as overseas staff, so they know well what to expect and how to provide you with an abundance of practical advice. And if your trade specialist does not have a ready answer to your questions and needs, consider that they are well connected to a world-wide network of specialists and subject matter experts, so they are in a position to generate the answers and information you are looking for to help you export. 

Each Export Assistance Center offers information and expertise on these 10 topics:

Locate and evaluate overseas buyers and representatives, distributor, re-sellers, and partners.

Uncover international trade opportunities.

Find foreign markets for U.S. products and services.

Provide foreign economic statistics.

Advise on export documentation requirements.

Tell you the U.S. export licensing requirements.

Tell you the import requirements of foreign nations.

Explain export trade finance options.

Provide international trade exhibit participation and certification.

Conduct export seminars and conferences.

To locate the Export Assistance Trade Center near you check out their website and take the opportunity to get to know the trade specialist in charge of your area and also the trade specialist in charge of your business sector. 

U.S. Commercial Service Overseas Posts 

Commercial Service officers work in over 150 offices in over 80 countries. They can provide accurate and timely information on trends, actual trade leads and potential overseas customers. Here is a list of six things that they can do for you:

Gather background information on foreign companies.

Undertake agent-distributor locator services.

Conduct market research.

Provide business counseling.

Assist in making appointments with key buyers and government officials.

Provide representations on behalf of companies adversely affected by trade barriers.

The above two lists are not all inclusive but represent the majority of export assistance offered for your benefit by the DOC.

 


 


 

( linda )30 Dec,2011

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