1. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation GROWING INTERNATIONAL SALES David Banks, 2009

2. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation GROWING INTERNATIONAL SALES SESSION 2 Thursday 19 th November 2009 11:00 - 12:30h 11:00 - 12:30h

3. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Global Support – IM overseas Starting Exports Growing Exports State Aids Other Requirements Company Profile Template GROWING INTERNATIONAL SALES

4. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation GLOBAL SUPPORT GROWING INTERNATIONAL SALES

5. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Validating opportunities through market research Competitor profiling, identification of target customers and distribution channels Advice on market entry strategies Provision of customised itineraries Securing first sale reference sites Market visit assessment, buyer feedback and visit follow-ups STARTING TO EXPORT GROWING INTERNATIONAL SALES

6. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Market and competitor intelligence Identification of new opportunities, customers and strategic partners Introductions to key industry and sectoral decision makers Support for building key customer relationship including access to hospitality events Securing first sale reference sites Advice on acquisition and partnering strategies GROWING EXPORTS GROWING INTERNATIONAL SALES

7. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Overseas Promotions (MoE, Donors) Voucher Scheme (APPRM) Accreditation Global Support (IM) STATE AIDS GROWING INTERNATIONAL SALES

8. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Commodity Fertilizer 1996: 1 mtpa and 900 employees, 2000 1.5 mtpa and 600 employees New Exports to Western Europe Products: Adapt, add nutrients Price: slightly lower, <5% Promotion; Literature, regular visits both ways Place: Use existing structures, W/S or retail CASE STUDY: IFI GROWING INTERNATIONAL SALES

9. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Adapt to market Do something special if possible to cement link Regular visits both ways Product design, quality and packaging Avoid selling on price LESSONS GROWING INTERNATIONAL SALES

10. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Specialty water treatment chemicals US/Irish Joint Venture 1991: started Ireland, 1993: entry to UK. Acquired local sales force Product: ideas flowed both ways Price: Market level or above Promotion: Sales and Technical Literature Quality, Distribution and service to legal requirement Produced in Ireland, Outsourced in UK, Produced in UK CASE STUDY: RMI GROWING INTERNATIONAL SALES

11. CAPACITY BUILDING TOWARDS KNOWLEDGE BASED ECONOMY Project financed by Austrian Development Cooperation Local Representation can be necessary Product ideas can flow both ways UK practice set US standards Focus on profitable products, drop losers LESSONS GROWING INTERNATIONAL SALES