Is it really worthy the effort to participate in international trade shows/fairs? Many SMEs would be forced to believe that participation is just an unjustifiable trip which has no predictable return. For business companies, it is different from consumers who go to trade fairs to ask, “How much it this and that?” as business companies have to participate in trade fairs to establish relationships which corporate buyers and distributors of own products. Its more of looking for opportunities to partner with business counterparts who assist in selling own products. There are many good reasons why SMEs should participate in trade shows - both domestic and international rather than relying on reputation and e-marketing like websites and emails.
- Build Relationships with Corporate Buyers at the Trade Fairs.
The best way to make lasting business contacts is to talk to the customer face-to-face, as it gives one the chance to make the right impression. Zimbabwean SMEs should participate in international trade fairs in order to establish new trade contacts for their exports. For this to happen, they have to make good presentations (not of false promises), exchanging business cards and even visiting some foreign business premises and representative trade attachés of Zimbabwean embassies. This can go a long way toward promoting own product overseas. If the market is really good, the SME representative might even make a sale right at the show. - Find out Distributors for Export Market.
International distributors come to trade shows to find the best the world has to offer in terms of price and quality relationships. The SMEs should also build relationships with these international distributors, in order to reach out to some international buyers who may not have made it to the trade fair.. Smes representative should strive to talk with these distributors to find out what they need. It is a great way to get your product to customers in many countries worldwide. The SMEs representatives should not waste time moving from one stand to another admiring other products which are not in any way related to their own – this is not a tourist venture, its business search. - Trade Fairs are One-stop shop for Export Market.
When A Zimbabwean SME goes to an international trade fair, one meets potential clients from, not only the country hosting the trade fair, but all over the world. Not even the wealthiest companies could afford to meet with so many potential clients from so many regions in a few days. If your company is targeting a particular region, there are several trade shows designed for regional markets, such as SADC or COMESA or Europe. This means that not every trade fair suits own requirement, so choices should be made on which one/s to take part in. - Trade Shows Provide a Platform for Market Research.
This is one kind of market research which the Zimbabwean SME would do in-house and interface with real customers. By having a chance to talk to potential clients, the SME finds out what international distributors are looking for - and what their customers want. One may still find out that some of the preconceived notions about export markets are wrong, by learning from the market participants the special requirements and opportunities by region. Or, luckily one may find a niche market for a very specialized product that one happens to be uniquely qualified to produce. - Test your Product at Trade Fairs.
Zimbabwean SMEs should always take their trade samples to the trade fairs- its imperative! When such same products are presented, overseas buyers can give their opinion on the spot. Such immediate feedback will create a chance to get reactions to sizes, colours, design, price, flavors and ingredients. Remember products may need to be customised to suit the target market, due to different tastes. Trade shows give Zimbabwean exhibitors the chance to observe their competition for their products and whether their products appeal to buyers.
It is therefore imperative for any serious new or old Zimbabwean exporter to consider participating in some international trade fairs. The participation should however be punctuated by good negotiating skills and good presentations, considering different cultural background, language, political and geographical differences. For a successful participation the right team has to be assembled for each trade fair. For the calendar of trade fairs which Zimbabwe exporters can participate in, kindly get in touch with ZimTrade or search their website http://www.zimtrade.co.zw/ for such opportunities.
