A roomful of area business owners participated Wednesday in a session reviewing the basics of selling to foreign markets. The crux of presenter John Hayes’ message was: “Have resources; must execute.”

Hayes, president of the N.C. World Trade Association’s Cape Fear Chapter and executive director of the Wilmington-based Foreign Trade Promotion Council, gave his talk, "Dollars and Sense of Exporting," at the Wilmington Chamber of Commerce. He pointed out that there are many federal, state and private entities and programs to help businesses market goods and services overseas.

“There are 22 federal agencies involved in foreign trade. Do they talk to each other? No,” he said, pointing out that the same lack of communication among North Carolina agencies makes it more difficult for companies to get the information they need and to set up an international components for their business.

Among the many resources Hayes mentioned were the North Carolina ports, the federal programs that guarantee payment to U.S. exporters, and the fact that Wilmington has two foreign trade zones, which will soon become much more flexible in terms of accommodating a company’s location.

These resources are underutilized, he said.

“North Carolina is almost there, but not ready for prime time,” he said, noting that the foreign trade zones were not effectively designed, but that a new “alternate site framework” will allow a trade zone to be created around a particular plant location.

Hayes said that many companies are afraid they lack the know-how to get into exporting, but there are people and programs to help them at every step. In general, those steps are:

- Develop a marketing strategy;
- Commit to a long-term global and diversified business growth strategy;
- Determine methods and channels for exporting: hire an international attorney and an international agent who knows what they’re doing;
- Use government and other free resources in the private sector;
- Align with an international bank.

One impediment keeping companies from getting into export is a fear that they won’t be paid for their goods or services. There are government programs that guarantee payment, Hayes said.

“Commit, seek out experts, find markets and connect with your new clients through media channels,” Hayes advised his audience. “Offer quality products, serve your new customers and deliver, and use export financing as a marketing tool.”