basic-guide-to-exporting_Latest_eg_main_086196

To prevent reverse engineering in China, hemixes up some of the chemical components ofthe product, which makes it hard to copy. Thecompany also does the final assembly in HongKong. By law, Hong Kong requires that 30 percentof the value of products be added there to beconsidered “Made in Hong Kong.” To expand tomore markets, Szucs and his colleagues (includinghis son, an engineer) started a trade show inAsheville. It’s an international show called GrindTech USA. Companies from all over the world cometo display their products before an internationalaudience of buyers. Szucs’s solution? If there’snot a trade show in your industry—start one.He also attends trade events, such as the TradeWinds series, sponsored by the U.S. Departmentof Commerce. “We attend events like TradeWinds Asia because we get to meet companiesfrom the region—potential customers, potentialdistributors. Plus, we learn about the cultureof each country in the region and what they’relooking for so we can better prepare ourselveswhen we start dealing with these companies. Itwas invaluable for us.”Lessons LearnedSzucs said he learned that because differentcultures have different needs, he has to cater tothose needs. “We can’t use the same approachin Europe that we’re using in Asia.” He has alsolearned the value of the “Made in the USA” brand.“The United States does have a good following.People around the world, especially in Asia, lookup to the United States and to U.S. products. Soif you’re sincere and you have a good product,you have a very good chance of selling overseas,especially in Asia.”He also learned the value of creating a customizedniche product. “We try to tailor-make each productto each manufacturer. And then on top of that, ifthere is a need, what we do is we send some of oursales engineers to actually coach the people andhelp the people grind and make the product workfor them.”Lastly, he learned to ask for help from those mostcapable of providing it, especially from the federaland state government. “You don’t have to be alarge company to export. That’s number one. Andwe’re a prime example. Second, take one countryat a time, and, most important, get help.”Success Story: Advanced Superabrasives57