International Trade

Putting On A Good Show

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...that belongs to a VIP – will jump out of the crowd and justify a visitor’s existence.

And let’s face it, trade fairs exist on a different reality plane. Without the basic pre-show planning it feels as if you are in limbo and disconnected from what others are doing (however artificial it may be), leading to paranoia – an irrational belief that everyone else is getting that vital business and you are not.

Compound that with the fact that you don’t speak the language, you don’t understand the transport system, let alone the culture, and a trade fair can be a lonely, insecure place.

That’s why appointment-making is a crucial part of pre-show preparation, said Susan, ‘otherwise there’s every chance you turn up and find the person you need to speak to is either not there or is with somebody else’. And hanging around a stand full of busy people talking to each other just highlights the fact that you are out of the picture.

Of course this is a slight exaggeration, but, if the exhibition is abroad, then it may not be that far-fetched. Go on, admit it! Making an ice-breaking, light-hearted attempt at humour in China represents a bigger challenge than in Birmingham.

Visiting exhibitions abroad presents a whole raft of challenges above and beyond the logistics of travel and accommodation. ‘Understanding the cultural aspects – especially if you’re going to Asia – is even more important. You cannot expect people to behave as you do, and they have very different approaches to doing business. Getting a third party involved can pay dividends. You can save yourself a lot of hassle if you have an interpreter who is local, and who can give you an idea of how to work successfully in that culture. Embassies should be able... continued on page three >

 

 

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