Today's computer technology and telecommunication linkages, enable even small service firms to pursue opportunities in carefully selected niche markets. However there are several critical factors that service exporters need to consider to ensure export success.

Service exporting usually involves the movement of personnel across the border. You need therefore to understand and address immigration regulations and work permit requirements.

You need to build credibility in the foreign market so that customers there will take a chance on your service. Find opportunities to showcase your expertise, network with local contacts, and perhaps establish a positive profile in the media. At least initially, you need to build the profile of your firm, not just advertise a particular service offering.

For professional service firms in particular, your top professionals have to do the marketing - not a sales representative.

For many service exporters, attending trade fairs may not be time-effective. Instead, consider gaining visibility and building your company's credibility by attending specialized conferences, and identifying opportunities to participate as an expert panalist or speaker. Establishing some form of local presence in your target market is another option to ensure that your company is accessible to your international customers.

In order to feel conveniently accessible to customers, many service firms need to establish some form of a local presence.

Remember that services can be exported in several different ways:

• by providing a service from a Canadian base to a foreign country (e.g., architectural drawings created in Canada for a foreign client)
• by traveling to the foreign country to deliver the service (on-site construction project management)
• by providing the service to foreign clients in Canada (e.g., a training program in Canada for foreign executives)