Exporting: The Definitive Guide to Selling Abroad Profitably

Finding Cross-Border Customers

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

—Theodore Levitt, a late marketing professor at the Harvard Business School¹

Finding customers for your export product and services can be accomplished through a range of programs, largely government sponsored, including trade shows, trade missions, and related trade-networking services. I’ll introduce a number of these services to you and explain how you can take advantage of them. I’ll also revisit how to use social media and networking ...