STEP-BY-STEP EXPORT Practical Training Programme for SME managers and business consultants

Transcription

1 STEP-BY-STEP EXPORT Practical Training Programme for SME managers and business consultants Training description This Step-by-Step Export training is intended to help selected SME representatives and consultants to learn about the overall principles of exporting and the processes and skills that businesses commonly use to develop export strategies tailored to their needs. Among other things, this training will help participants to: i. Develop a vision and export goal for their company ii. Conduct an export readiness assessment and build an export plan iii. Research and select their target market & potential business partners in the target markets iv. Determine the best methods of delivering their product to their target market v. Learn skills needed to establish and maintain successful relationships with customers Training Calendar Training programme Step by Step Export, Introductory Training 1 st One day introductory export training in Prishtine 1 st One day introductory export training in Prizren Date 27/03/ /03/2018 Step by Step Export, Advanced Training 2 nd One day follow- up advanced export training in Prishtine 2 nd One day follow-up advanced export training in Prizren 11/04/ /04/2018

2 SUBJECT STEP 1 Intro & Export Potential STEP-BY-STEP EXPORT INTRODUCTORY TRAINING SESSION PLAN Training content Methodology Time Opening of Workshop, Introduction of participants & moderators Phase 1: Expectations of participants and discussion of vision Phase 2: Developing the export goal Phase 3: Resources Needed for Export & short Export Readiness Assessment Exercise a. selfintroductions b. open questioning and discussion c. fill-in short questionnaire 9:00-9:30 LEARNING OBJECTIVES Participants will develop their vision and export goal. Participants will get acquainted with resources needed for export including commitment, management, personnel, production capacity, flexibility and finance. Participant will be able to conduct the assessment of their company export readiness.

3 STEP 2 Action Plans, Target Identification, Preparation, Contact Phase 4: Mapping Action Plans, samples [material provided] Phase 5: How to find markets: market research information collection, examples [material provided] Phase 6 Preparation for first contact: Product/Delivery Selling Points Assessment [material provided] BREAK Phase 7: Website preparation Phase 8: How to make the first contact Phase 9: Product/Delivery Development based on Customer communication a. develop a hypothetical Action Plan b. pairing, interviewing for product / delivery selling points c. individual exercise draw up own product/deliver y selling points 09:30-10:05 10:25 10:40 10:40 11:20 Participants will be able to set their actions that will allow them to define this strategy further and to take practical steps towards implementation. Participants will be able to identify and select their target market and accordingly create a basic export plan/market entry plan. Participants will know how to approach potential foreign customers, to present their company and products and negotiate sales. Participants will have a better idea of how they re going to reach customers in their new market and the marketing strategy they will take in it.

4 STEP 3 The Export Process Phase 10: The Mechanics of Export: tasks, methods and logistics Phase 11: Export EU documentation and regulations [material provided] a. discussion: your methods of selling, obstacles you have incurred b. case study interactive exercise 11:20 12:15 Participants will become familiar with delivery methods for their target market. Participants will become familiar with the key legal and regulatory aspects of international trade. LUNCH 12:15 13:15 STEP 4 Visiting Target Markets, Meeting Targets, Closing sales Phase 12: Trade fairs Phase 13: Business meetings: including proper etiquette and cultural norms Phase 14: Closing sales role play selling successfully 13:15 14:15 Participants will discuss information collection at trade fairs, become familiar with business meeting and sales behaviour and techniques and learn about relationship building. Phase 15: Post sales BREAK 14:15-14:30

5 STEP 5 Facilitating the selling process Phase 16: Language and Culture, Personnel, Foreign contractors Phase 17: What might go wrong why wasn t I successful? discussion 14:30 15:30 Participants will become aware of noneconomic matters that often constitute make and break issues in the success of foreign marketing. Question and Answer session or focus on particular concerns 15:30 16:00

6 SUBJECT STEP-BY-STEP EXPORT ADVANCED TRAINING SESSION PLAN Training content Methodology Time LEARNING OBJECTIVES Opening of Workshop, Introduction of participants and moderators Follow-up based on feedback from first training. What do you need to improve/learn more about? discussion and exercise (depending on follow-up topic) 9:00-9:10 9:10 9:45 EXPORT PLANNING Intro empowerment, your own process, reflecting reality Business analysis How can I learn from my present customers? domestic market, growth rate, domestic competitors, competitive advantages Export feasibility Product selection assessment, modification, selection worksheet 9:45 10:30 Participants will assess their readiness to export, and be able to identify their product s strong and weak points. BREAK Market selection penetration feasibility, positioning, selection Mapping of goals - short-term 2 year plan, long-term 5 year plan, standards, requirements, product modifications, tasks market assessment exercise pairing, discussion mapping exercise 10:30 10:45 10:45 11:15 Participants will learn how to assess foreign markets and position their export efforts in those markets. Participants will practice developing a plan based on identifying, prioritizing and scheduling export-related tasks over time.

7 Getting ready - how to you sell in your target market? competitive product analysis, where does your product fit in? Who are my competitors and how do they approach the market? a) worksheet and discussion, b) pairing presenting your product Participants will have a better idea of how they re going to reach customers in their new market and the marketing strategy they will take in it. EXPORT MARKETING Getting practical the practicalities of marketing your product, money investment and payback, production capacity, labelling, certification, documentation and delivery - your literature and website Questions 11:15 12:00 All you every wanted to know about export but was afraid to ask perhaps not quite, but participants will have an opportunity to ask questions and relate their experiences and concerns about the practical side of exporting. Maintaining success - customer relation mechanism: structure, personnel, a system to collect and utilize customer feedback [material provided] EXPORT MAKETING LUNCH 12:00 13:00 International Pricing methods, ingredients, market demand, competition, break-even analysis Distributor/Agent focus - characterization, advantages, disadvantages, agreement contents, Distributor/Agent how do I choose? detailed assessment sales force and methods, sales record, territory, product mix, facilities assessment worksheet 13:00 14:30 Participants will learn about how to appropriately price their products for export. Participants will examine in depth the distributor/agent channels of sales in order to be able to better make a choice as to what is best for them.

8 EXPORT TRANSACTIONS BREAK 14:30-14:45 Getting paid what you need to know, methods: open account, advanced payment, part/staged payment, documentary collection, letters of credit Technology is my operation user-friendly for my customers/representatives (distributors/agents)? Focus: Delivery & Documentation detailed examination of documents and terminology. Looking in the mirror exercise how serious are you? Roleplaying with the moderators as customers 14:45 16:00 Participants will become aware of payment methods and issues. Participants will participate in a short but intense session of self-examining the level of the use-friendliness of their company for foreign partners