BYLINE: Rosalind McLymont
Picking one that's right for you is critical to export success
You're exhibiting at a trade show, about to give up on finding new clients for the "miracle car wax" you sell to auto dealerships and retailing outfits in a few states, when a buyer from South Africa shows up and orders 20 cases of the stuff. The buyer plunks down the cash right there, too, and tells you to ship the order to Johannesburg. You've never exported anything in your life, but that's not going to stop you. So you do the paperwork and shake hands with your new account.
No sooner does the buyer leave than the fertilizer guy in the neighboring booth …