To help Vietnam suppliers enhance their export marketing and buyer communication skills, Global Sources and the non-profit Kearny Alliance coordinated with the Investment and Trade Promotion Center Ho Chi Minh City to organize “How to win more export orders” workshop on Mar. 17 in HCMC.
Invited participants were the Investment and Trade Promotion Center’s members and Global Sources’ clients. The organizers scheduled the workshop before Global Sources’ China Sourcing Fair: Home Products scheduled for April 20 - 23 in Hong Kong to help better prepare suppliers to attract more buyers and generate more sales.
The workshop facilitators offered insight into key marketing issues, including:
• Understanding buyers’ needs;
• Suppliers’ unique selling points;
• Effectively buyer communication, and;
• Effective trade show participation
The aim was to give suppliers practical skills and tools to apply into their trade show and online marketing platforms to generate more sales and create more jobs.
“Supplier training has always been a focal assignment of ITPC,” said Trang Tran, head of training department of the Investment and Trade Promotion Center. “The value can clearly be seen when the suppliers can apply them into real export marketing platforms supported by the Government.
“Our survey shows 90 percent of attendees gave top marks to intensive training. Thanks to Global Sources and the non-profit Kearny Alliance, we could see the attendees leaving the seminar with their just-found unique selling points and many useful export concepts that are realistically applicable to their export business.
“We believe when our beneficiaries can have their export sales skills fully upgraded, they can have what it takes to compete well with suppliers worldwide.”
Ho Chi Minh-based supplier Kim Ban’s sales manager, Do Phuong Thuy, said: “The workshop was informative and interactive. We find the ‘What buyers want’ and ‘Effective buyer communication’ sessions very useful and practical to our companies.
“Our company didn’t know finding the unique selling points was so critical to an export business. We are changing our ads’ messages to send to buyers.”
Global Sources Vietnam chief representative, Ong Din Han, said: “While training the participants who are all experienced exporters, we realized some didn’t yet fully grasp the importance of their unique selling points to attract the right buyers. We trust they can attract more of the right buyers with this new understanding.
“The workshop has offerred valuable insight into what a professional supplier needs to do to win more orders – something Vietnam suppliers need to sharpen to gain more competiveness in the market.”
One workshop instructor, Alexander Boome, program director of the Kearny Alliance, said: “Export marketing and inquiry management training is a key component of our Developing Country Export Assistance Program, which is designed to help developing Asia’s SME exporters generate more orders through effective buyer communication.”
A participant and beneficiary of the Developing Country Export Assistance Program, Nguyen Tuyet Nhung, sales officer of Vinh Cuu, said: “Now I have more practical tips in how to effectively communicate with buyers.
“I am thankful to the Kearny Alliance with its export assistance so far. I hope I can attend such kind of useful training again in the future.”
Global Sources and the Investment and Trade Promotion Center is scheduling further training which focuses on better buyer inquiry management in Ho Chi Minh in the second half of 2011.
About Global Sources
Global Sources is a leading business-to-business media company and a primary facilitator of trade with Greater China. The core business uses English-language media to facilitate trade from Greater China to the world. The other business segment utilizes Chinese-language media to enable companies to sell to, and within Greater China.
The company provides sourcing information to volume buyers and integrated marketing services to suppliers. It helps a community of over 1 million active buyers source more profitably from complex overseas supply markets. With the goal of providing the most effective ways possible to advertise, market and sell, Global Sources enables suppliers to sell to hard-to-reach buyers in over 240 countries.
The company offers the most extensive range of media and export marketing services in the industries it serves. It delivers information on over 5.5 million products and more than 262,000 suppliers annually through 14 online marketplaces, 13 monthly print and 18 digital magazines, over 80 sourcing research reports and 73 specialized trade shows a year across nine cities.
Verified suppliers receive more than 127 million sales leads annually from buyers through Global Sources Online alone.
Global Sources has been facilitating global trade for 40 years. Global Sources' network covers more than 60 cities worldwide. In mainland China, Global Sources has about 2,700 team members in more than 40 locations, and a community of over 2.8 million registered online users and magazine readers for its Chinese-language media.
ITPC, or the Investment & Trade Promotion Centre of Ho Chi Minh City, Vietnam, is a government agency specialized in facilitating investment and trade.
Our mission is to promote the growth of Ho Chi Minh City’s enterprises and foreign investors. With the networks to over 20 international BSO partners, we offer services to help enterprises export, develop business capabilities, find overseas partners, enter new markets, and to help foreign investors develop their projects in Vietnam.
We focus on promoting foreign direct investment into Ho Chi Minh City and helping small to medium size Vietnamese enterprises maximize their global export potential.
About The Kearny Alliance
The Kearny Alliance, a US nonprofit 501 © (3) foundation, partners with other international organizations to further its mission of ‘Aid through Trade’, to advance international development and poverty alleviation through trade-related business, education, training and applied research.
Key programmatic areas include:
• Livelihood development at the grassroots level: Through the social enterprise Export Service Centre in Indonesia and Cambodia, the Kearny Alliance assists small producers who do not have the capacity to export direct to participate in the global economy. It estimates that in 2009 it created more than 3,800 jobs.
• Job creation for small & medium producers: Through the Developing Country Export Assistance Program, the Kearny Alliance connects smaller exporters in developing Asia with buyers worldwide. Surveys of beneficiaries show that suppliers have received $772,000 in export orders, and they expect more than $5,500, 000 to develop in the next 12 months.
• Education & skills development: The Kearny Alliance offers stipend support for students from Myanmar, Cambodia, Vietnam and mainland China to study in Hong Kong and the US. The dozens of Kearny Alliance Scholars receive internships and on-the-job training in export-related companies and organizations in 10 countries.
• Trade policy research: One major initiative is The Future of US China Trade .Com, an online center for data, analysis, and insightful discussion on U.S. - China trade offering Forum Discussions, News & Analysis, Facts & Figures, Discussion Outcomes, Book reviews and Meet the Experts. This was developed from The Kearny Alliance – Arizona State University forums on China, trade and the world economic order high-level series of interlinked meetings – held in Phoenix and Beijing which explored potential solutions to issues and challenges of mutual benefit to China-US trade relations.