in your approach! We all need to be alert for opportunities and followup on potential customer contacts, but even with your best intentionsand your sharpest, most professional handling, things are going to goawry along the way. There's nothing to do but learn from it and moveon. But I'll bet you're thinking you'd rather find one seriouslyinterested potential customer than a dozen of these casual contactsthat may lead nowhere, right? Read on . . .I've taken a lot of shortcuts in exporting, but I've also found thattaking the time to inform myself about what I'm trying to accomplishalways pays off. You might admire my naive enthusiasm anddetermination, but did they serve me well in the long run when it cameto making long-lasting cross-border contacts? Not really. The fasterthe response from a prospective customer, the more seemingly intensetheir interest, the more abruptly their communications would stop. Noexplanation, no regrets. It's always easy to cut off contact withsomeone you haven't met -- with whom you haven't corresponded foryears or shared life stories, or, God forbid, a near-death experience.There's no relationship and therefore no commitment. It's over.I made my share of quick but low-quality contacts, but luckily Irecovered -- and learned -- from my mistakes.
A scattershot approach to the global marketplace of the sort I used in jump-startingmy company ultimately makes as much sense as advertising men'sunderwear in a magazine for kids.
Someone will get the message outthere, but they may wonder why! And you may wonder when. Andthere it ends.
A thoughtful, focused and long-term approach tomaking cross-border contacts is the best.
Your objective is tostart, cultivate and maintain productive customer relationships and,