International exhibiting is more than conquering unfamiliar markets. It’s about bridging gaps and forging ties with your target clients right on their own turf. But before you roll up your sleeves and start packing for your event, check out these valuable tips and advice:

1. Know different forms of business etiquetteKnow your audience and how to greet and address them. Formality is the norm for most cultures, using titles rather than first names.
2. Treat business with respectThe business card is like a passport showing status and identity. Give the same respect to a person’s card as you would the person. Study the cards you are given. Never write notes on them, fold or even shove them in your pocket.
3. Be prepared for foreign visitorsEnglish is the language of international business, but decide whether you need to have an interpreter available.
4. Understand the decision-making processWhen one exhibits internationally, one must also realize that the way decisions are handled can differ greatly from region to region. For example, in Asian countries, decision-making starts from the lower levels in an organization and works its way up the ladder. Decisions are usually made collectively and the process is often slow and thorough. In Europe, top-level management attends shows expecting to place orders. They want to deal with their counterparts in your company. They expect to discuss technical details and will often want to close major deals at the show.
5. Build relationshipsTake time to build relationships through personal contact. It may take several appearances at trade shows before your company is taken seriously.

Mabel Kenyon
Marketing Communications Coordinator