Table Of ContentEXPORTING
The Definitive Guide to
Selling Abroad Profitably
―
Second Edition
―
Laurel J. Delaney
EXPORTING
THE DEFINITIVE GUIDE TO SELLING
ABROAD PROFITABLY
SECOND EDITION
Laurel J. Delaney
Exporting: Th e Defi nitive Guide to Selling Abroad Profi tably, Second Edition
Laurel J. Delaney
Chicago, Illinois
USA
ISBN-13 (pbk): 978-1-4842-2192-1 ISBN-13 (electronic): 978-1-4842-2193-8
DOI 10.1007/978-1-4842-2193-8
Library of Congress Control Number: 2016953347
Copyright © 2016 by Laurel J. Delaney
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The Apress Business Team
To the center and sunshine of my life, Bob.
To my other loves, Stan, Margaret, Terry, Keith,
the Marovich family, aunts and uncles, cousins, nieces
and nephews, and precious friends. To all the other
remarkable people in my life, whether named or
unnamed in this book, all of whom I respect and
appreciate. To all entrepreneurs and small business
owners who are building enduring export enterprises
that contribute to making our world a better place.
In loving memory of Lynn Kavanagh. A sister like no other.
Contents
Author Note. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
About the Author. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xv
Part 1: Building Your Foundations for Exporting . . . . . . .1
Chapter 1: Are You Ready to Export?. . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Chapter 2: Writing an Export Business Plan. . . . . . . . . . . . . . . . . . . . . 15
Chapter 3: P repping For Exports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Chapter 4: The Human Side of an Export Enterprise. . . . . . . . . . . . . . 49
Part 1I: C reating and Using Online Marketing
Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
Chapter 5: Online Fundamentals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Chapter 6: C reating a Social Media and Networking Presence. . . . . . 87
Chapter 7: U sing e-Commerce and Social Media Sites as Stepping
Stones to Export Success . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Chapter 8: The e-Commerce Connectivity Craze . . . . . . . . . . . . . . . 121
Chapter 9: The Mobile World at Work. . . . . . . . . . . . . . . . . . . . . . . . . 145
Chapter 10: Marketing Your Business Worldwide . . . . . . . . . . . . . . . . . 163
Part III: Mapping Out Your Export Journey. . . . . . . . . . .187
Chapter 11: Choosing a Product to Export . . . . . . . . . . . . . . . . . . . . . . 189
Chapter 12: Exploring Your Territory . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Chapter 13: P reparing and Adapting Your Product for the Export
Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227
Chapter 14: Preparing Your Service for Export. . . . . . . . . . . . . . . . . . . 239
Chapter 15: Web Design with the World in Mind . . . . . . . . . . . . . . . . . 257
Part IV: D eveloping Sales and Distribution
Capabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .279
viii Contents
Chapter 16: Finding Cross-Border Customers. . . . . . . . . . . . . . . . . . . . 281
Chapter 17: Methods of Exporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305
Part V: Managing the Transaction. . . . . . . . . . . . . . . . . .333
Chapter 18: Transport, Logistics, and Fulfillment Options. . . . . . . . . . 335
Chapter 19: Pricing and Preparing Quotations . . . . . . . . . . . . . . . . . . . 355
Chapter 20: Getting Paid. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375
Chapter 21: Booking, Marking, Labeling, and Insuring . . . . . . . . . . . . . 407
Chapter 22: Documentation, Export Licensing, and Other Procedures. . 419
Part VI: Keep Building Your Business. . . . . . . . . . . . . . . .439
Chapter 23: In Pursuit of Exceptional Export Service . . . . . . . . . . . . . 441
Chapter 24: Cross-Cultural Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . 451
Part VII: The Export Journey. . . . . . . . . . . . . . . . . . . . . . .463
Chapter 25: Global Ethics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 465
Chapter 26: International Business Travel and Security Tips . . . . . . . . 477
Chapter 27: Women Business Owners: Engine of Global Growth. . . . 497
Chapter 28: New Frontiers in Emerging Markets . . . . . . . . . . . . . . . . . 513
Chapter 29: The Top Ten Export Business Markets. . . . . . . . . . . . . . . . 531
Part VIII: Export Mastery . . . . . . . . . . . . . . . . . . . . . . . . . .541
Chapter 30: Export Success. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 543
Chapter 31: Essential Keys to Export Success. . . . . . . . . . . . . . . . . . . . 559
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 563
Author Note
Dear Readers, Friends, and Export Enthusiasts,
Welcome to the revised and expanded edition of E xporting: The Definitive Guide
to Selling Abroad Profitably.
Exporting is the most dynamic force in producing a healthier business, and
a more exciting one. It holds the promise of growth based on the individual
business owner’s initiation, making possibilities virtually unlimited. To become
truly competitive, one must create the conditions for superior results and
have a strong global presence in our interconnected world.
Whether you are already an exporter or just setting sail on an export adven-
ture, the wealth of information, ideas, insights, and practical advice in this book
will enable you to become successful in the export marketplace.
What’s new and augmented in this edition?
• Data and citation updates.
• Updates on actual and prospective trade agreements
(especially TPP and TTIP developments).
• New CFR and EAR rules, and export controls.
• A sample job description for an export manager.
• New contributions and updates on specialist interviewees
in Chapter 30 .
• Substantive enhancements adapted from articles that I
have written in the past several years.
• Updated and augmented hyperlinks with new sites that
have appeared since the book’s initial publication.
• New export success tips in Chapter 3 1 .
As you delve in, you will see that each chapter represents what could be a
standalone book. With that in mind, use each chapter as a springboard to
further research on your own to grow your business.
x Author Note
Keep growing, exporting, evolving, and thriving. Share what you’ve learned.
Make the world a better place within your company and your industry, and
for your employees and family.
You may be small today, but through exports, you can grow faster, grow
stronger, and soar globally to be large tomorrow. Achieving export greatness
requires you envision your overseas market through the lens of alternative
future possibilities.
I hope this book inspires you to reach outside your comfort zone and take
on the exciting world of exporting. Strive to be creative. Be fearless. And
have fun.
The world awaits.
Happy exporting,
Laurel Delaney
P.S. To keep up to date on export news, trends, and resources, visit Exporting
Guide ( w ww.exportingguide.com ) and join our LinkedIn Exporting Guide
Group MOOD ( w ww.linkedin.com/groups/6518842 ).
About the Author
Laurel J . Delaney is founder and president
of Chicago-based GlobeTrade.com, a manage-
ment consulting company that helps entre-
preneurs and small businesses go global. The
United States Small Business Administration has
recognized Ms. Delaney as a world-renowned
global small business expert by naming her the
Illinois Exporter of the Year. She is the author of
Start and Run a Profitable Exporting Business and
Exporting Essentials as well as numerous articles
that have appeared in international and scholarly
publications such as The Wall Street Journal and
The Conference Board . She is the creator of The
Global Small Business Blog ( www.globalsmall-
businessblog.com ) , which is ranked No. 1 in
the world for entrepreneurs and small businesses
interested in going global; President of Women
Entrepreneurs GROW Global ( w ww.WomenEntrepreneursGROWGlobal.org ) ;
director of the Global Small Business Forum ( w ww.globalsmallbusinessfo-
rum.com ); and publisher of the Exporting Guide ( w ww.exportingguide.com ).
She serves as the About.com Import & Export expert ( http://importex-
port.about.com/ ), is a charter member and a board member by appointment
of the World Entrepreneurship Forum, and is a member of the International
Council for Small Business. She also serves as the Chicago Chapter Chair for
the Women Presidents’ Organization. Ms. Delaney’s passion for going global
goes back to 1985, when she first started her business. Since then, she has
devoted more than 60,000 hours of work in the area—from consulting to
writing to teaching.
Ms. Delaney holds a Bachelor of Arts degree in Advertising from Columbia
College Chicago and a Master’s in Business Administration from Lake Forest
Graduate School of Management.
