The exporter should bear in mind that success in business requires establishing links with the prospective buyers. Whatever market entry strategy is adopted by the exporter, he would need to communicate effectively and in a persuasive manner with the prospective buyer.
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This requires developing suitable sales promotion literature to enable the prospective buyer to make his own assessment of the exporter firm. The literature could be in the form of pamphlet or a catalogue or company/ profile. The exporter should very carefully plan for the information to be given in the literature. As required information relates to the export company and its product, the following list of subject/information can be used as reference guide to plan for the sales literature.
Company Information:
1. Company name, address, telephone, fax and telex numbers, cable address
ADVERTISEMENTS:
2. Product lines, brand names.
3. Nature of operations
4. Ownership pattern
5. Year of establishment
ADVERTISEMENTS:
6. Size of company, in terms of sales volume, number of employees, capital invested and so on.
7. Description of plants and major equipment
8. Sources of technology
9. Raw materials used
ADVERTISEMENTS:
10. Present export business: volume, markets, major customers.
11. Sales representatives
12. People: top management: name, experience, technical and production heads: professional qualifications.
13. Quality control system used
14. Staff training
15. Banking and other references
16. Terms of business
17. Quantities available
18. Seasonal availability
19. Model or part numbers
20. Guarantees/warranties
21. Prices
22. Ordering information, and
23. Shipping and warehousing
Product Information
1. Basic description
2. Brand Name
3. Uses of the product
4. Characteristics of the product
5. Special features and advantages
6. Dimensions, Sizes
7. Colors
8. Technical specification
9. Performance data
10. International standards followed
11. Contents i.e., materials mix used
12. Options available
13. Manufacturing process used
14. Instructions for use, and
15. Packaging