My name is Idir Boudaoud, I'm the CEO of Sensoteq Limited. We provide
remote wireless condition monitoring systems to support and help factories to
run more efficiently.
So we've been to three trade shows, two of them
were with Invest NI. One of them was the WasteExpo in Canada. The most
recent one was last November and prior to that we went to the ConExpo. So
those are the shows we were present, we had a stand and they both were
supported by Invest NI. What happens is we've talked to Invest NI, we've
looked at the list of Trade Shows available during the year and trade
missions, we've selected the ones that are meeting our strategy, in our market we
wanted to get in to. Talk to Invest NI, applied for the visit, for the stand
and then we went there, and then months before the show itself, you work
together closely with the Invest NI support team in the country itself. So in
the USA and Canada and respectively, and then basically what you do is you
know, you work with them to try to target customers you want to talk to, and
then they help you by setting up meetings, so that during the the exhibition itself
you not only have a stand you can target anybody, we present at the exhibition, but
also you have meetings already set up and that really helps you know,
really make quick contacts to a lot of customers very quickly.
All of those markets we went to, we actually had follow-up visits after that.
The Canada, the trade shows was towards the end of October, that's when the
exhibition was. We went back actually in November to follow-ups meetings. That is
very very important to do it very quickly, don't leave it for too long,
because if you cannot get the customer excited, and you want to follow
up as soon as possible after trade shows. I think what's important when you go to
those export markets, is to try to find a distributor or someone you can work with.
I mean this depends if you're a small company or a big company, but for us
we're quite small, only created since April 2016, so within two years
we don't have the large resources to be able to have a sales team on the ground in the US, so
partnering with distributor or working with companies you can work with
closely is the best thing to do. People who already have a Sales-force locally,
it helps you to really address all the market without you having to be there
every day of the week. Well the one good thing about the US and Canada is language.
At least it's not a barrier, so at least they speak English, so that makes it much easier to
get there. The cultural differences, from a previous job, personally
I was involved a lot with with travels to the US and Canada already, so it's kind
of things used to, and I know another culture American culture but I
think for someone who's never been to the US or never exported to the US, yeah I
think it's good to do your background study and research on how the culture is,
how people are, how they work,
what time they get to work in the morning, they tend to start earlier than
to finish early, all those things that important to know before start working on
the new market. So I think the first thing I would
advise to do is, to look at the list of other trade missions or
exhibitions that Invest NI can support you with. I would target one or
two shows, go there, get Invest NI to help you to actually meet some new
customers, and do it once and you'll see the understand if the market is
right for you, if it's the right thing for you, and how big the demand is, you
Is it the US you wanna be in or somewhere else.
But I think going to a trade mission or actually travel there it's one of the
best thing I would advise a company to do.
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