10 Export Questions: Part 2

Sometimes there really are more questions than answers, and getting an import/export program up and running can certainly feel can feel like one of those times. But with patience and the right foundation work, building a successful program can be done.

To continue exploring your program, here are an additional five questions to consider.

6. What do you know about your product’s US trade channels?
Every US product has its own distribution channel. Often there are several alternative channels available, and making the right choice for your product can be confusing. It is vital that you understand channels, mark-up, and profit expectations for each distribution layer. For example, in the US food business, there are importers, brokers, distributors, and sales representatives involved in getting your products onto the grocery shelves, and each group has different expectations and rules about what will be required of your company in order to support sales of your brand at the store level. Whatever your product category, make sure you understand what will be required to go to market.

7. What are the regulatory compliance issues?
The Food and Drug Administration (FDA) sets the standards for food and medicine manufactured in the US and around the world. The FDA also mandates very specific ingredient, packaging and labeling requirements. You may be required to register your factory and provide prior shipment notifications. The FDA, working in conjunction with the US Customs Service and other regulatory organizations, make certain that shipments are inspected upon arrival at US ports. A misstep in packaging, labeling, listing ingredients, or shipment registration and notification could lead to a refused shipment, resulting in enormous financial losses and potential prosecution. Make sure you understand how your products are affected by these organizations.

8. Who will carry your banner into the battle for a share of the US Market?
Failing to invest in sales support within the US is a critical error. It is a common fallacy that buyers will simply stumble upon your product and immediately place a purchase order with a Letter of Credit. Any market share you acquire will have to be won away from your competition, which is not an easy task. To avoid pitfalls and sure failure, it is essential to retain the services of a qualified sales specialist for your industry niche. We can help you find experienced professionals who will become an integral part of your US marketing plans.

9. How will you support your product in the US market?
Comprehensive US support for your products occurs on many levels. You need business-to-business (B to B) and business-to-consumer (B to C) advertising, public relations, trade and consumer publication exposure, trade show participation, and often, trade missions to bring prospective US buyers to your factory to learn first hand about your products and production capabilities.

10. What is the next step to sell your product in the US market?
Knowing beforehand what it takes to enter the US market—that it requires patience, extensive financial and human resource commitments, and competent US-based sales help is a good start in the right direction. Once you have answered the above questions and are confident you want to proceed, take the next important step toward the US market by contacting Hamman Marketing and speaking to a USMEP professional: Call us at +1 (423) 467-9864, or contact us via email at: info@help2market.us, or via Skype by adding hammanmarketing to your contact list.