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CERTIFICATE IN EXPORT MANAGEMENT SERIES(2008)

Author:  John R. Jagoe, Managing Director, The Export Institute of the United States

1. FACTORS THAT WILL DETERMINE THE TYPES OF EXPORT SALES REPRESENTATIVES YOU WILL NEED:
• What financial risks are you willing to take in future export transactions?
• How much control over the sale of your products do you want to retain?
• Do you want representatives to take physical possession and title to goods?
2. TYPES OF EXPORT SALES REPRESENTATIVES THAT YOU CAN USE:
• Commission Export Sales Agents (CESA):
• Definition and characteristics of a CESA
• Table: Services Provided and Not Provided by a CESA
• Flow Chart: Complete Export Transaction Using a CESA
• Illustration: Price Quotation/Proforma Invoice Using a CESA
• Export Management Company (EMC) or Export Trading Company (ETC):
• Definitions and characteristics of an EMC and an ETC
• Table: Services Provided and Not Provided by an EMC or an ETC
• Flow Chart: Complete Export Transaction Using an EMC or an ETC
• Illustration: Price Quotation/Proforma Invoice Using an EMC or an ETC
• Full Stocking Distributor (FSD):
• Definition and characteristics of a FSD
• Table: Services Provided and Not Provided by a FSD
• Flow Chart: Complete Export Transaction Using a FSD
• Illustration: Price Quotation/Proforma Invoice Using a FSD
• What Marketing Responsibilities are involved in exporting?
• Summary Table: Marketing Functions to be Considered in Selecting Your Export Sales Representatives
3. ESTABLISH YOUR EXPORT PRICING POLICIES:
• Importance of having firm export prices when seeking export sales representatives:
• Refer to the next course "Pricing Your Products and Budgeting for Export"
4. SELECT YOUR EXPORT SALES REPRESENTATIVES:
• Conduct an international market research program to identify candidates using:
• Governmental sources of information
• Non-Governmental sources of information
• Other resources available on the Internet
• Use information secured in previous course "Identifying Your Export Markets"
• Contact up to six preliminary candidates that appear to have the best qualifications:
• List: Guidelines for Effective International Correspondence
• Analyze responses and select the three best candidates for final evaluation:
• List: Checklist for Evaluating Potential Export Sales Representatives
• Illustrations: Samples of Letters to Potential Export Sales Representatives
• Interview and evaluate the final three candidates:
• Prepare for the interviews and take along important reference information.
• Important questions to ask and topics to avoid during personal interviews.
• Visit their facilities to observe their organization and personnel firsthand.
• Appoint an export sales representatives for each of your target markets:
• Select the best candidate. Advise them that you would like to work with them.
• Sign the representation contract as soon as possible after the final interview.
• Thank each unsuccessful candidate in writing for their time and cooperation.
• Make it a firm policy to visit each export sales representative regularly.