SISO Exec Conference 2008 Increasing International Exhibitor Sales: The Care and Feeding of International Agents By Stephanie S. Selesnick, CEM Executive Vice President International Trade Information, Inc.

SISO Exec Conference 2008 Assessing Your Organization’s Needs 1. What is your organization’s resource commitment? Time Money Personnel and Level of International Experience 2. Is it better to work with an International Consultant to find and/or supervise agents OR do you have the right staff in place to find and supervise/support them on your own? 3. Does your organization need international agents or representatives or can it do so “in house”?

SISO Exec Conference 2008 Assessing Your Organization’s Needs: Allocating In-House Resources Time: It takes a MINIMUM commitment of 3-4 YEARS to reap the benefits of an international exhibitor sales program. Money: It is an INVESTMENT NOT a cost International Promotion/Marketing is a MUST Includes advertising and LOTS of travel

SISO Exec Conference 2008 Assessing Your Organization’s Needs: Allocating In-House Resources Are there high-level internationally experienced personnel in house? Is his/her job title Director or higher? Does he/she speak more than one language? (gibberish does not count!) Has he/she traveled further than Canada or Mexico on vacation? Does he/she have more than 2 stamps in their passport(s)? Can he/she pass the upcoming pop quiz?

SISO Exec Conference 2008 Is it less expensive to hire a VP of International Business Development or an outside consultant? What outside consultants: Can deliver: Personal Contacts Personal experience in the marketplace Supervision and support (when needed) Cultural knowledge and sensitivity Cannot guarantee: Sales or visitors That your show will be a priority No natural or manmade disasters will happen affecting sales/visitors for your show

SISO Exec Conference 2008 What is YOUR level of cultural and international sophistication? (a pop quiz) TRUE/FALSE: Consulates are located in a Capitol City. Embassies are satellites of Consulates. Trade Offices are always located in Embassies or Consulates A Trade Commissioner is the same as a Cultural Commissioner You can drive from Hong Kong to Macau If you cut anything up small enough it tastes like chicken. India has a great infrastructure and it’s super easy to get around The U.S. Department of Commerce is in charge of issuing Visas.

SISO Exec Conference 2008 What is YOUR level of cultural and international sophistication? (a pop quiz) SHORT ANSWERS: What is a “FSN” and why is it important? What is the difference between a Hard Currency and a Soft Currency? Why should one care? What is the common way of greeting a Dutch person you know? What is the common way of greeting a Chinese person you know? In this country, the chopsticks are metal, thin and cylindrical In Mexico, lunch is held at this time, dinner at this time. How does one exchange business cards in Asia?

SISO Exec Conference 2008 Agents Ways to find agents From a consultant and/or personal recommendation From a counterpart international association From the U.S. Dept. of Commerce Who are the agents? Business Owners Experienced in Trade Shows, Industry, Ex-Gov’t. Hardworking, Entrepreneurial Executive Level!

SISO Exec Conference 2008 Agents Vetting agents – Check references thoroughly! Dunn & Bradstreet (credit) U.S. Dept. of Commerce (in country) Associations Remember anyone can “talk the talk”, but many are unable to “walk the walk”!

SISO Exec Conference 2008 Keeping Agents Happy! Top Agent Complaints No Promotional Budget Lack of communication (updates on the show!) and timely answers Lack of real information on the marketplace AND competitive shows Timely payment of commissions and reimbursements (wire transfers)

SISO Exec Conference 2008 Keeping Agents Happy! Personal visits by TOP executives to: Support, educate and train salespeople See top clients and associations Present multiple presentations, seminars, etc. What should these presentations/seminars include? Market information Distribution of products in the marketplace Cultural information/Information on the venue city Information about your show (last)

SISO Exec Conference 2008 Answers to the Quiz TRUE/FALSE: Consulates are located in a Capital City. Embassies are satellites of Consulates. False, it’s the other way around Trade Offices are always located in Embassies or Consulates False A Trade Commissioner is the same as a Cultural Commissioner False You can drive from Hong Kong to Macau False but true in the next 3 years

SISO Exec Conference 2008 Answers to the Quiz TRUE/FALSE If you cut anything up small enough it tastes like chicken. Mostly true India has a great infrastructure and it’s super easy to get around False - i.e.: it takes a 4-hour drive from Mumbai (formerly known as Bombay) to the Taj Majal The U.S. Department of Commerce is in charge of issuing Visas. False - it’s the State Department

SISO Exec Conference 2008 Answers to the Quiz SHORT ANSWERS: What is a “FSN” and why is it important? Foreign Service National - the “in-country” person who is usually an expert in several industries. They don’t move postings. What is the difference between a Hard Currency and a Soft Currency? And why should one care? Hard currency is traded on the global market. Soft currency must be converted to a hard currency. Example: Brazil What is the common way of greeting a Dutch person you know? Kissing cheeks 3 times

SISO Exec Conference 2008 Answers to the Quiz SHORT ANSWERS (continued) What is the common way of greeting a Chinese person you know? Limp handshake In this country, the chopsticks are metal, thin and cylindrical South Korea In Mexico, lunch is held at this time, dinner at this time. 3-5pm for lunch, 9pm or later for dinner How does one exchange business cards in Asia? With both hands, then examine and discuss the cards

SISO Exec Conference 2008 Increasing International Exhibitor Sales: The Care and Feeding of International Agents By Stephanie S. Selesnick, CEM Executive Vice President International Trade Information, Inc.