Scout Your Export Market - Visiting Your Export Market

Visiting Your Export Market

Your Business Trip

You've done your market research, established an export strategy, read up on the culture and business environment and developed a short list of key contacts. Now it is time to visit the market. You can, if you have the time and resources, literally travel to your export market, or, if you are short on time or resources, you can participate in a virtual trade mission.

Consider making that initial trip with a provincial or federal trade mission. Traveling with business associates can provide new insights. For convenience, it helps to stay close to where business meetings will take place. Many business people like to be near the Canadian Embassy, especially if the Canadian Trade Commissioner is helping with the contacts. This can save you valuable traveling time and taxi costs.

Remember to give the provincial and federal trade consultants plenty of notice in advance of your trip to the market.

Cultural Aspects of Business Travel

Being informed about the culture of the peoples in the potential export market is the first step toward building a mutually beneficial business relationship.

Reading about the history and culture of a country prior to your first business trip is time well spent. Not only will this help you enjoy your visit more, but your interest will be well appreciated and noticed by your business contacts. Business people who understand the culture of a country in which they wish to export are more likely to develop successful, long-term business relationships.

Canadians abroad are generally viewed as ethical and dependable, which helps in forming alliances. Usually, Canadians are well liked in international business circles, perhaps, because of our traditional reserve. Nevertheless, Canadian firms should pay close attention to different styles of doing business and the degree of importance placed on developing business relationships. Often the first meeting in many cultures is an occasion to get acquainted. Customs may demand that hard negotiations wait until another day.

Customs and Taboos

Cultural taboos can affect a business relationship. In Thailand, for example, it is culturally unacceptable to touch the head of a Thai. Similarly, crossing your legs in a manner that shows the sole of your shoe is bad form. Gift-giving is an important part of doing business in Japan. In contrast, gifts are rarely exchanged in Germany.

Cultural customs also affect how and when products can be marketed effectively. For example, in the Netherlands, Christmas gifts are given on St. Nicholas' Day (December 5) not on Christmas Day. In this country, exporters may need to adjust their advertising to reject this. Also, customs regarding who may provide the services of a notary vary from country to country.

Important Items for Your Trip

Lots of business cards for your meetings and visits (a card with a translation in the local language on the reverse can be helpful).
Company stationery.
Company/product brochures, technical literature.
Product samples if applicable and feasible (it may be advisable to obtain a "Carnet" for facilitating customs clearance).
A selection of small gifts (seek advice from the Trade Commissioner) - consider gifts that relate to your business.
Sufficient funds - carry enough local currency to get you to your hotel (often the best exchange rates can be had at the airport upon arrival).

Be prepared with lots of business cards. Treat their exchange with respect, especially in a formal culture. In Japan, as cards are exchanged, the title and organization are acknowledged with ceremonial nods and comment. In Indonesia, only the right hand is used for business card exchange.

Cultures also differ with regard to the use of meal times for business meetings and the timing of when business topics are introduced. In France and Spain, the business lunch may last two to three hours and is used as an opportunity to get to know one another. In the Caribbean, business persons go home for lunch to have it with their spouse and children.

Note: Check your library for resources on cultural aspects of international business. The Canadian Trade Commissioners will usually have a "do's and don'ts list" for your target market. The lists are available for the asking.

Traveler's Tips!

Allow time to rest following arrival. You will likely experience some jet lag following a long flight.
Safeguard your valuables such as passport and credit cards. It is often advisable to leave these in the safety deposit box at the hotel and carry only the items necessary for a day's business activity.
Have duplicate copies of all important documents.
Carry an address card of the hotel with you in the local language. This may help you get back to the hotel if there is a communication problem with taxi drivers.
Contact the Canadian Embassy or Consulate if you need assistance.
When setting up your schedule of appointments remember to leave enough time for travel between appointments. In some cities it can take much longer to go from place to place than in Canada.

Pre-trip Checklist

Acquire a valid passport. Most countries require passports upon entry to have at least six months left on their passport before it expires.
Arrange for visas or entry permits required by the country of destination. Also, transit visas may be required for stop-overs en route. Check with your travel agent and local consulate of the countries to be visited. Carry extra passport-size photos.
Get immunizations recommended for the destination country. Check with the traveler's clinic at major hospitals.Take along your certificate of vaccinations.
Get medical insurance for traveling outside Canada. Don't assume that your regular coverage will be adequate should an emergency arise.
Leave a duplicate copy of your itinerary, including hotels, with the office and/or family.
Carry some basic medications - antibiotics, disinfectant, stomach-headache remedies, bandaids.
Get your doctor's advice before traveling, especially to the tropics. Be sure to have a letter with your doctor's authorization if you're carrying special drugs.
Confirm all airline and hotel reservations. Reconfirm airline reservations at each stopover during the outward journey. A word of warning: if outward or return reservations are not reconfirmed at least 48 hours prior to departure, your reservation may be canceled automatically by computer.
Make sure you are aware of all international holidays observed in your new markets.
Check your credit cards for expiry date and acceptability. Be sure that balances are paid down so that you have maximum charging facilities.
Register your portable phone, computer and other equipment you plan to take abroad with Canada Customs to avoid problems when crossing borders or returning home. Carry bills of sale proving where these items were purchased.