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| Tips for the Trip |
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You've packed your best shoes and your power suit. But have you contacted the right people in light of your goals for the trip?
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Be Prepared
Update and carry with you at all times — business cards, brochures, presentation, publicity materials (like a booklet of favorable press cuttings), and samples.
It is absolutely essential that the language in all the items is perfect. Misspellings and inaccuracies are not cute, they're sloppy.
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The time comes when all good business professionals need to go overseas to move their companies ahead. If you focus hard, play it right, and plan well, you can turn a trip into a major success story for your company. You want to work diligently to ensure that overseas marketing trips are designed for maximum cost-effectiveness and productivity.
At Trendlines, we've done it lot of times. Here are some of the secrets of our success.
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| Set Clear Goals |
Whether you are seeking strategic partners, investors, OEMs, customers, or checking out the competition (any, some, or all of the above), you need to define your goals before takeoff. Otherwise you might end up meeting some very nice people who are absolutely the wrong targets, resulting in a wasted visit.
Ask yourself and your colleagues these simple questions before you plan your trip:
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| |  | What does your company want you to achieve on this trip?
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What do you aim to come back with (apart from chocolates for the office)?
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Whom do you need to meet with in order to achieve your goals?
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Now you can concentrate on arranging the right meetings with the right people.
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| Get Ahead, Get Planning |
Trendlines' Senior Consultant David Simons is an expert in focused trip planning. He recommends the following strategy for making the most out of your travels:
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Pack Your Bags
Start planning about a month in advance, but first call your travel agent. "It's never too early to reserve flights and hotels," Simons points out. "They can always be changed, but you don't want to be in a situation where you have arranged all your meetings and then can't get a flight." Check whether you can incorporate a useful trade show into your itinerary.
A 10-day visit is the maximum. If you are going to the United States or the Far East, you might be one who needs to factor in a revitalization day at the start.
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On the Map
Before you start, spread out a good map of the area in front of you. There's no point in scheduling an early bird meeting in Palo Alto and lunch date in LA (unless you have a private plane), or arranging meetings that keep you zigzagging around the country.
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Start Calling (Part 1)
If you are calling the United States, plan to be on the phone from 5:30 p.m. (Israel time) and reserve a big chunk of time for the task at hand. Setting efficient meeting schedules to accommodate various participants requires juggling and takes a lot of time to accomplish.
Plan two to three meetings a day and try to vary them. A breakfast meeting with your favorite supplier might be followed by an 11 a.m. meeting at a new contact's offices. If you're feeling energetic, schedule a 4 p.m. meeting, too (as long as it's nearby).
Save breakfast and dinner meetings for people you know. Simons considers it essential to meet new contacts in their workplace, "You learn so much about the company and its people from their environment," he says. A factory filled with discarded equipment speaks volumes about the company's management style." Simons adds, "Don't be hesitant about asking for a tour of the company facilities. That is why you are there."
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Call Who You Know...
Dust off your collection of business cards. Call contacts you and your company already know. Even if you met Joe Jackson of BetterShoes, Inc. three years ago at the Insole '98 trade show, it is much easier to call a company if you have someone's name. Then you can lead in with something like, "We met at Insole '98..."
Make sure you have a daily trip schedule in front of you so that you can pencil in meetings without overlaps. Find out what days your contacts are available, and then get back to them with a suggested day and time.
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...And Even Those You Don't
Simons suggests preparing a one-page introductory e-mail in which you explain who you are, your company, and the purpose of your visit. Your letter should state that you will call in a day or two. Simons prefers to work with "batches" of 10 target companies compiled from lists of trade show exhibitors, professional organization membership lists, recommendations from personal and professional contacts, and Web searches.
One of the most frustrating elements of cold calling is not always knowing whom to talk to. If you are not certain, ask the recipient to forward your letter to the appropriate person or department. In an ideal world, they will not only comply with your request but also reply to you with the correct person's name and number. In a the real world, no one will have read your letter, but at least it will provide an opening gambit for the call itself: "Did you have a chance to review the e-mail I sent you?" Offer to send the e-mail again.
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It's All in the Follow-Up
Follow up the e-mail the next day with a phone call. Explain you are calling from abroad and would like to speak to the Vice President of Marketing (or whomever). After establishing a first-name relationship with the department secretary, ask for the VP, explaining briefly what you want. If the VP is unavailable, ask for her e-mail address, direct phone number, and inquire when would be a good time to call. Now you can call again and ask specifically for VP Mara Ketting, having already e-mailed her your introductory letter.
Even if she is not interested in meeting, you can ask her if she can recommend any suitable companies or people to contact. If you are really lucky, she will not only give you contacts but also call ahead herself. This has happened to David, who recalls phoning such a contact, to be told, "Oh yes, XX called me and told me what you are looking for. Let's meet." Phew!
Simons notes that in order to schedule 10 meetings from making cold calls (if you are lucky), you will need to contact at least 50 companies (5 batches of 10). Who said this would be easy?
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Start Calling (Part 2)
About week before you leave, call — then e-mail — every contact to confirm the meeting and to get travel directions.
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The Goal Line
You've arrived, checked into your hotel room, and freshened up. Now you are ready to take on corporate America. But wait! You'll need to do some pre-meeting preparation if you want each meeting to work. (What is the point of the trip?)
Note the goals for the meeting. Plan the meeting. What will you ask? What do you need to know? What makes it a successful meeting?
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So Noted
Write notes as soon as possible after the meeting. You may be tired, or pressed for time before your next meeting, but the longer you wait to write your notes, the more you might forget. Make every effort to write meeting notes every day and after every meeting.
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Welcome Back
Upon your return, arrange a work meeting to evaluate mission success. Simons emphasizes the importance of immediately following up all contacts with letters, calls, information promised, whatever is appropriate. Update your company database and/or mailing list with any relevant company and personal contact information acquired on your trip.
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| | One Final Note |
Make sure your passport and visas are valid. Bon voyage!
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The Trendletter team welcomes your comments.
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