The Role of the Trade Representative

1. The Role of the Trade Representative Peter Bennett Trade Development Consultant Trade Related Technical Assistance for SRE

2. Manual for Trade Representatives • URL of version for Mexicohttp://www.intracen.org/instasptp/_trmanual-mex • Customisable • Add you own materials • HR • Instructions for submitting monthly reports & accounts • National industry / export strategy • Others The role

3. Role • Business have access to the same info as you! • Success is the way you add value to the info • You do this by: • Analysis of market data • Interpretation of market research • Providing actionable recommendations to companies The role

4. List of potential activities is very large • List of potential “things” is very large! • See manual – they are listed • Problem: time, staff, resources, money • Can’t do everything • Must focus The role

5. Really important things are: The really important items are: • Do substantive work for client exporters • Advice exporters on market entry strategy • Introduce exporters to local business contacts • Initiate and manage projects • Monitor the performance of exports and exporters • To contribute to policy debates • Preparing briefing materials for senior management The role

6. Local enquiries • Not listed!!! • Politically correct • But a waste of time The role

7. Promote / sell your market • Promote the services of the TPO • Promote “your” market • By: • Meeting clients when home • Speaking engagements • Educate colleagues • Particularly support staff The role

8. Relationship with host community • Importers and distributors • Importers are not clients • Manufacturing industry * • Local business associations!? • Chambers of Commerce!? • Media!? • Financial institutions!? - depends • Government ministries!? - unlikely • Business associations!? - unlikely The role

9. Relationship with stakeholders • Exporters • The board and senior management • Government and ministries • Industry representative organisations • Others The role

10. Clients / Exporters - Stakeholder The two activities of most value to exporters are: Distributor / buyer searches and introductions Opinion or advice on the contents of a marketing plan Opinion on market entry strategies First, you must have a relationship with the client. The role

11. Building relationships and trust with exporters • Communicate. Be proactive. • Prepare well before a discussion • Bring something of value • Commitment – keep it • If you can’t or won’t do something – say so. • Respect confidentiality. No cross fertilisation. • Listen to what they have to say • Listen! Listening is the key to success. The role

12. Being proactiveYou build a relationship by being proactive • Continuous feedback on market conditions • Exporters only interested in info relevant to: • Company • Product • Distribution • Regulatory standards • Competition • Substitute products • “Generic reports” - may have no interest The role

13. Evaluating an enquiry • Is the enquiry from a client? • Check the database for background data • What is the history of the relationship? • Who else has worked for this client? • Was the same request sent to every office in the network? • Percentage contribution to costs The role

14. Under pressure! • Don’t over stretch! • Don’t over sell • Don’t take on work you cannot do • Don’t agree to unrealistic demands • Don’t do things not related to job • Learn how to say: NO! The role

15. Exporters of services • Employment vs. traditional industries growing • Competitive pressures – home and abroad • Many are small companies • High added value • Techniques for dealing with service exporters are the same The role