Making the Most of a Trade Mission

By June Campbell | Contributing Writer

Source: Onvia News

Doing your homework first can lead to better prospects. Whether you are an experienced importer/exporter or a business owner who's new to foreign trade, you're likely to benefit from participating in a trade mission. Mission participants have the opportunity to network with potential customers, acquire sales leads, gain an understanding of the marketplace and make industry contacts.

The secret to a successful experience, the experts say, is to do your homework before attending, set your goals for the mission, and then be prepared to take the initiative if things are not going according to plan.

Before you sign up, you'll need some general information as a starting point. Rick Stephenson, a Trade Commissioner at the International Trade Center in

Vancouver (http://www.infoexport.gc.ca/), encourages participants to do as much research as possible before attending a trade mission. "You can find much of what you want to know on the Internet," Stephenson explained. "The Strategis Web site (http://www.strategis.ca) contains plenty of information about importing and exporting to foreign markets."

Alternatively, you might opt to attend a "preliminary" workshop if one is available in your area. In Vancouver, Western Diversification, the International Trade Centre and the Canadian Consulate General in Seattle sponsor one-day workshops that they say is "like attending a trade mission to the US -- without ever leaving B.C." Program Delivery Officer Kandice Johnson explains, "We bring in US speakers such as accountants, lawyers and customs brokers. They discuss topics that the business operator needs to know before considering exporting to the U.S."

Jennifer Henczel, an international trade consultant and corporate trainer (www.importexportcoach.com), said cross-border or intercontinental missions can present especially rewarding business opportunities. Following a trade mission to San Francisco in June, one of Henczel's client, Starline Cabinets Company of Chilliwack, received a contract offer for orders of more than 40 kitchens a month. Starline owner Doug Maljaars remarked, "The trip was very worthwhile! The seminars in the morning and the networking sessions in the afternoon provided us with excellent information, industry contacts, and potential sales leads. Based on the interest expressed by the industry, we are already planning our next trip to San Francisco."

Markets abroad
Exporters interested in reaching more distant markets might opt to attend the international missions operated by Team Canada. Paul Stinson of CAPRA International (Canada Asia Pacific Rim Alliances) (pgstinson@aol.com) is delighted with the results of his Team Canada Mission to Thailand in 1997. Stinson found it helpful to be part of a mission led by the prime minister and attended by selected members of the Cabinet and all provincial premiers. "This allows us access to senior officials from government and industry in the countries visited. It was particularly helpful for companies that were exploring export opportunities for the first time."

Not all trade mission experiences are this positive. Julia Lyons-Wood, owner of Investigative Marketing Services Ltd. of Calgary (http://www.investigativemarketing.com), said her mission to Los Angeles didn't live up to expectations. Since Lyons-Wood provides a borderless online service, she found that the consul staff were not helpful in arranging connections with potential clients or industry associations. "I ended up making my own appointments and making more contacts with Canadian businesswomen instead," she explained.

Lyons-Wood's advice? "Check the consular listings and contact the correct person, even if they are not your primary contact in the materials provided. Take lots of your own promo material. Have a laptop and be prepared to modify and print off modified documents while there. And lastly, be very specific about your goals and expectations before you even get on the plane."
 

Tips for success

Thinking of going on a trade mission to the US or to more distant shores?Dennis Mahoney of MHA Mahoney Consulting Group (www.mha-mahoneyconsulting.com) stresses the importance of thorough planning and research, as well as knowing your target market. "If you attend a trade mission to Spain with a consumer-oriented product, ensure you have promotional material in Spanish. Expecting the local population to play according to your rules might be self-defeating.

Henczel offers the following advice to first-timers who are considering a Team Canada mission:
 

Participate fully in every aspect of the mission. You will have paid big bucks to go, and you must make the most of it.

Take full advantage of the directory of participants that will be provided to you when the mission begins. Decide whom you wish to meet and approach them; they are on the mission with the same objective as you: to network effectively and do some business.

Take the Team Canada flight that is arranged for the participants. Lots of contacts can be made and business deals worked out between Canadian companies even before the plane lands.

Don't be afraid to introduce yourself to the PM and the premiers, especially the premier of your own province. After all, you elected them and they want to hear what's important to you and why you are on the mission.


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