03/ 09/ 2005
by Jeffrey Moses
When you're beginning your search for a foreign importer of your products, you'll be gathering the names of dozens—and perhaps hundreds—of prospective companies and importing organizations in your target countries. You can get these names from a variety of sources, including:
- The U.S. Department of Commerce Web site
- Foreign consulates or embassies in the U.S. (including their Web sites)
- International Trade Centers or World Trade Offices set up by many states in the U.S.
- Major Internet search engines
- Personal contacts made while traveling
When you have compiled a list of prospective companies and organizations, your next step is to prepare a letter to each, requesting information. This letter, in essence, should ask everything you need to know in order to make an informed selection.
Although there is no set format for an introductory letter to prospective importers, the following contents make up a presentable, inviting package that displays your company and its products and invites a response describing the prospective trade partner.
1. An introductory letter, describing your intent for sending the package and a brief description of your company and products. You or your representative should sign this letter.
2. Your company brochure or sales material (optional).
3. Samples of your products (optional).
4. A separate page or two that is in the form of a questionnaire, with each item followed by several lines allowing a response. Included in the questionnaire could be:
- Name of organization
- Address of central office
- Name of contact person
- Length of time in business
- Sales volume, in U.S. dollars or euros
- Geographic territories in which the company distributes
- Number and locations of warehouses, offices and distribution centers
- Method of distribution (sales offices, outside reps, retail/wholesale stores or chains)
- Types of products the company currently distributes
- Types of products currently imported
- Company and brand names of products distributed and imported
- Specific needs the company has for products to import
- Financial information of company
- Approach and strategy for distribution of your products
- References from companies for which they distribute
Once you have prepared your introductory package, send it to all prospects, using a mailing service or software to allow individual company names to be inserted in the introductory letter. When the completed questionnaires begin arriving, prepare a short list of the best prospects and contact the listed representatives personally with a follow-up letter or phone call.
