The first steps to international trade

ETL Systems enjoy huge success in the global satellite communications market and have won three Queen’s Awards for International Trade. The key to overseas success? Be brave and bold, says Sales and Marketing Director Andrew Bond.

Making the move from national sales to international sales is daunting, but ETL Systems are a leader in their field. They design and manufacture RF distribution equipment, and distribute to a wide-ranging export market including broadcast, telecoms, and government and defence. As a hugely respected global brand, they are exceptionally well-placed to share their expertise and knowledge with local businesses.

However, there is never room for complacency, as Andrew explains. “The first thing we’ve always said is ‘be brave and be bold’. It’s important to get out there and be seen.

“But it’s also important to be humble as there is always competition. This is why the look and feel of our marketing constantly evolves to stay ahead of the game.”

So where to start with exporting? Andrew says, “It’s important to have a set of terms and conditions. T&Cs are a comfort blanket - people may not read them, but they provide a great framework for contracts, especially when dealing with a foreign entity.

“The most crucial point in T&Cs is money - setting up payment and currency requirements, and bank accounts to handle the three staple currencies, Euros, dollars and pounds.

“The other point to consider is transfer of ownership. This makes it clear the product is owned by the exporter throughout the whole shipping process until payment is finally made.

“Use international credit checkers like Dun and Bradstreet or Experian to ensure potential customers are able to follow through with actual business and payment.”

Andrew adds, “The most important thing to demonstrate as a business is credibility. So whether you love or hate trade shows, they work for us because we can physically show our products and services, and prove we’re genuine.

“I’d like to emphasise that you can’t just ‘sit’ behind a website and distribute catalogues. You need to go out and meet real people. See them face to face because they will love you for it. Our international customers are fascinated by British people, and as a nation we are very good at selling ourselves abroad.”

He adds, “The Chamber provided a huge amount of initial support to ETL Systems through training and business advice, and access to UK trade and industry grants. Funding like this helps advertise our products globally. By this I mean getting on a plane and standing in front of a customer or meeting them at a trade show.

“We couldn’t have built those relationships, and been able to properly learn about, bid and win new projects, if we hadn’t taken the time to know the people in the first place. The ’travelling salesman’ is still very important.

“Our team has done an awful lot of air miles over the years, but the hard work has paid off. When I first started, there were three people in international sales. Now there are 25!”

Trust is a key factor too. Andrew says: “It’s important to work with people and partners you can trust in any industry. And it goes both ways, so we rely on an excellent network of overseas sales agents, who have also become close friends.”

Being a reliable export partner is very important. “You need to be aware of trade tariff codes, VAT import duties, shipping and customs clearance costs, and Incoterms. Will any of this add to your price?”

Andrew concedes that Brexit ‘red tape’ has complicated European exports. “There is a lot more paperwork, and we are calling on the government to simplify the process. In the meantime, we help our customers fill in the necessary forms.” Gov.uk and cbi.org uk are good starting points for advice. He also highlights the Chamber’s networking opportunities, adding, “Hereford is very lucky to have the local technology centre, to share notes and advice. It really helps if you feel you’re not alone, especially for young start-ups with limited time and funds.

“ETL Systems is a local success story, and we are very open to sharing our export expertise and networking opportunities. It would be nice to help other companies gain that experience and confidence.”

For an informal chat, drop Andrew a line at andrew.bond@etlsystems.com www.etlsystems.com

Helping local businesses across borders

In an increasingly connected world, businesses of all sizes operate across borders. This can involve a myriad of legal intricacies and complex regulations due to the unique laws for each country. We help organisations forge a path free of legal issues, allowing you to focus on what you’re good at.

Our international offering is based out of our six hubs, including America, Australia, China, India, the Middle East and Europe. Our international team includes dual-qualified lawyers and several of our solicitors are members of the International Bar Association.

As a member of Law Exchange International (LEI), an association of law firms serving clients doing business in the world’s major commercial markets, we have access to the expertise of 37 independent law firms across five continents and 31 countries, who all share our commitment to excellence.

America

Our American hub is based within Boston and reflects the vibrant city itself; being our most commercially active hub with significant clients. The litigious approach adopted by American colleagues means that our advice must be a match to the combative nature of the US market. Led by Partners Natalie Minott and Rob Rice, our American hub has worked with many British companies who want to establish themselves in the United States or need assistance with their US legal issues.

We have a substantial network in Boston and call on lawyers from many different firms depending on what our clients need.

China

Our Chinese practice is led by Nicolas Groffman, who spent 16 years practicing as a lawyer in Beijing and Shanghai. Our years of experience in China have provided us with an exceptional understanding of the local legal and economic landscape, and means that we have personal ties with China, not just businesses. We draw on the resources of more than 40 lawyers at different firms in China, all with expertise in different areas of law.

We also have a strong network of friends in Chinese business, commerce, government and politics through our own connections and do as much Chinese legal advice work in-house as possible, to avoid China’s cyber security law and its restriction on lawyers’ abilities to guarantee confidentiality. Where necessary, we draw on the expertise of trusted lawyers in China.

India

In India, our collaboration with the Mumbai-based India Law Alliance enables us to provide advice on multi-jurisdiction transactions. Lawyers in both firms share experience and skills which benefits clients and allows us to advise on the subjects that matter most to our clients in the UK-Indian corridor. The hub is led by Partner Syed Alam.

This depth of experience, including representation of clients in the lower courts, right up to the Apex court, means our clients enjoy the same level of service in their Indian business transactions as they do in the UK.

Europe

Our European hub, based in the Netherlands, allows us to introduce our clients across the world to those closer to home. Close relationships with legal advisers based throughout Europe ensures our clients are served in a timely, cost-effective and expert manner. We’ve acted for a variety of European companies, advising on the acquisition of UK assets as well as assisting those withing to establish operations in wider Europe.

Australia and the Middle East

Our Middle East base, in the heart of Dubai, means we are now able to provide expertise to the Gulf Cooperation Council (GCC) countries, which include the UAE, Saudi Arabia, Bahrain and Kuwait. We’re helping businesses from the UK establish a presence in the Middle East, and advising Middle Eastern businesses on their dealings in the UK. The hub is jointly led by Partners Raj Pahuja and Richard Morgan.

On the other side of the world, our Australian hub, covering all six Australian states, provides legal and commercial support to law firms, Australian businesses and citizens. Partner Claire Holford leads the hub, helping to shrink the distance between the UK and Australia.

For further information on how we can support your local business across borders, please get in touch.