E-mails
constitute a very important part of communication
with customers in far-away countries and we have
discussed how to portray a positive image through
it. However, there are a few other things besides
e-mail that can contribute significantly towards
your image building. For the purpose of this article,
let us call this set of desirable behaviour as
'Export Etiquette'
Proper use of export etiquette should
improve communication, impart a reassuring professionalism
to the contacts you make and the image you project,
and in general, provide good service to your current
and prospective clients. They are mostly valid
independent of the type of business you conduct.
1. Good
Manners
-
Your company is only as good
as the employees you chose to have contacts
with customers. The impact of rude or incompetent
telephone operators increases with the distance
of the caller.
-
Its always desirable that during
initial contact with a prospective buyer,
mention the name of the person in your company
who will be the key contact. That person should
be able to communicate in a language the buyer
understands.
2. Respect Customer's Time
-
Respond to all correspondence
within 48 hours max. In case you are not able
to answer the question or send requested information
within 48 hours, acknowledge and request more
time. Your correspondent is far away, may
not know you or your organization and may
believe that letters, e-mail, faxes or other
messages are lost or ignored. Prompt acknowledgment
along with a target date for a full response
will reassure him.
-
Have a 24-hour fax line (with
adequate paper supply) and check your mailbox
frequently. Remember, your correspondent may
work in a different time zone and will be
very frustrated if the fax line doesn't answer
or worse if it picks up but is out of paper.
-
In this age of Instant Messengers
and Chatrooms - invite your customer for one-to-one
chat whenever required. Besides being inexpensive
and time-saving - chat is very useful when
you and your customer have difficulty in understanding
each other's accent.
3. Avoid Confusion
-
Communicate in advance the list
and dates of local holidays,
-
Always write date with
month spelt out (April 15th 2002, NOT 15/4/02
or 4/15/02).
-
Avoid any abbreviation, acronym,
unless you explain its meaning early in your
document.
-
Convert units as appropriate
(Metric and U.S. equivalent).
-
International pricing should
not include any reference to local taxes which
the buyer will not have to pay, like Sales
Tax, Excise duty etc.
4. Clear and Unambiguous Message
-
Use proper INCOTERM to explain
the conditions of sale. When in doubt about
the buyer's understanding of your sales conditions
and the INCOTERM, provide a short explanation
about its meaning. (for more information on
INCOTERM, please see earlier issue of SUVIDHA)
-
If necessary, hire someone
who can speak the language, who knows your
product and its market, and who understands
the export business.
5. Background Knowledge
-
Have some background knowledge
of the market in the importing country (Size,
customs, key customers, distribution systems,
pricing structure, Key competitors etc.)
-
You should have a thorough knowledge
of regulations governing the export of your
product and a basic knowledge of the regulation
in the importing country. (A good international
logistics operator can help you.)
-
If selling electrical appliances,
know the predominant voltage and frequency
of the buying country; if selling cars, know
which side of the road they drive on, etc.
and make sure your product can be adapted
accordingly.
6. Shipping/Storage
-
Know how your product can be
shipped, the weight, dimensions and stackability
of your boxes, how many can fit in a 20' container,
etc. If possible, this information should
be included on the sell sheet.
-
Shop around for freight deals.
It could make the difference and clinch
the deal. Happy and Productive Surfing !
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