Question

Topic: Customer Behavior

How Can I Educate Manufacturers On Exporting

Posted by Anonymous on 8/14/2008 at 5:51 PM ET 250 Points
I am a client acquisition representative for a full service global marketing and export management firm. For 14 years we have been taking client products and presenting them in preset face to face meetings with buyers that represent the largets distibutors in specific Global Regions. We simply charge a minimal up front fee for representation as a part of the vetting process of what ccompanies and products to represent.
After that we never charge a fee or invoice for a commission. We simply make our money via a small % markup accross the volume of prepaid repetitive conatiner sized orders. WOW... why do many struggling US manufacturers not get it. There is simply not a logical reason to not export, this way, through us.
What am I doing wrong if I don't convince the majority of the food and beverage or Health and Beauty/personal care producers I talk to into participating. Am I nuts to believe so strongly in MADE In the USA so strongly and in this 500 year old business model and in the receivable wires and irrevoccable letters of credit and the EXIM bank credit that is extended US producers to finance capital improvements, raw materials, increased headcounts etc... for next to nothing interest.
This is real and simply a paradigm shift for C level Execs. What part of my job of explaining this to them am I not accomplishing... only 3 reasons to not export, this way , through me...
1. they don't get it...my fault
2. they don't believe me...human nature
3. they don't have the excess production capacity...just is

Did I convey this concisely? Please help!
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RESPONSES

  • Posted by Mikee on 8/14/2008 at 6:52 PM Accepted
    I think the best way you can convey the usefulness is to have case studies of companies who have gone through the process. What were their sales and profit before, what are they know. Let the numbers do the talking.

    It would be valuable to have mutliple case studies for each sector/industry you might approach. Hopefully you can have some prominent companies included in this.

    Hope this helps,

    Mike
  • Posted by Susan Oakes on 8/14/2008 at 8:26 PM Accepted
    I would also suggest having a list of names who are your current key customers who can act as referees so potential customers can talk with them.
  • Posted by Jay Hamilton-Roth on 8/15/2008 at 9:28 AM Accepted
    There are some other possible objections:
    * They don't trust you to present them
    * They think they can do better using another route
    * The region isn't in their growth plans

    But what you might consider doing is asking potential clients who decline to participate "why". You don't know the objections until you hear them for yourself. After getting the pulse on the issues, then adjust your presentation to overcome these hurdles.
  • Posted by Azaz Motiwala on 8/15/2008 at 10:24 AM Accepted
    Apply marketing approach not sales..Dont say them that you will represent them...be a part of company as a consultant and talk with word "we".Show them your past records..success stories..Dont tell him that you met his competitors...Give them service offer of exclusive marketing work. You are selling almonds at the cost of peanuts..but can not show them almonds...show him your importance not of result of your work at present.
  • Posted on 8/15/2008 at 12:47 PM Author
    thanks a million to all of you for your advice. Susan, Azaz, Jay and Mike... :-)

    I hope my response dosen't sound ungracious, pompous,or closed to suggestions... on the contrary I welcome an open forum and hope to gleen great wisdom from suggestions...help me dig deeper under the box.

    one common thread is the references. Usually a great tact to take due to the sensitive nature of the exporting we do and the non disclosure agreements required to safely and effectively carry out our mision dosent' allow for that ethically and because we often deal in comodities we are goverened by SEC regs to not tell.
    I understand that everyone wants to feel comfortable knowing that other folks have made the same choice. I wonder if the CEO of widgets r us really makes decisions based on the kind words of fred the assistant markeing director for milkboy's dairy...why wouldn't he just consult the magic eight ball on his admin's desk?
    Would i really give him a negative reference?
    Maybe I am a control freak or just anal or still hurting from my uncles advice to buy ENRON...I like my own due diligence and if someone is going to go to the trouble to send me all the third party reports alll the while adhering to their own ethics.

    If you knew xyz suds was a client and I was soliciting your abc soap on a rope you would be able to pinpoint my future marketing ventures and even buyers...We don't give that out.
    We do however provide volumes of thrid party refernces, D&B, our Banker, foreign gov'ts favored trade partner ratings.
    Mr. Motiwala... yes we would love to partner with them for growth... in the end it is a fact however that their goop in a jar isn't really the best in the world and I have an overseas buyer w/shelf space in that department to fill somebody's goop is going. Yes not a true position of strength but sometimes small business owners are very proprietary to a fault and a take away to their ego is very motivating towards action and investment in their own future.
    Mr. Hamilton-Roth... yes all "reasons" not to are usually boiled down to excuses for something else.
    why not trust us to do it ?we don't geet paid unless we sell.
    Not in their current marketing strategy... thats why we're here many small- mid sized companies have failed to plan already.
    Doing better by another route...
    at what cost to their business... again I must not have educated them properly because we have a 500 year old business model proven to be the "best route".
    Mikee... yes we provie the data from USDA and FAS websites exhaustive data about importing countries of US goods by country, port , category etc...

    You all are wonderful and have provided great insights which I appreciate and will learn from. I am open to more now that you've heard my feedback and experience with this.
    Namaste'
    Michael
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