Providing international assistance to members.

Increase your value members by providing information on low-cost services provided by the US. government.

Think about your members for a moment: They're busy people, always on the go. Their varied responsibilities keep them on the lookout for information that helps them do their jobs more efficiently or more profitably. And while they're well aware of NAFTA and other international opportunities, they seldom have the time to gather, digest, and analyze all the information related to the growing global market.

That's where associations come in. In this age of business without borders, trade associations and professional societies can increase their value to members by sponsoring events, initiatives, and services such as the following:

* Conferences focusing on Mexican and other international opportunities.

* Trade missions to Mexico and other countries.

* Newsletters (or newsletter inserts) with an international focus.

* International research studies of specific industries in foreign markets.

* Identification of global manufacturers, distributors, sales agents, and potential joint venture partners.

* Promotion of association membership abroad. Increasing the number of members from other countries leads to greater knowledge, international cooperation, and a better understanding of lucrative international markets.

An association's clout can be especially helpful for small or medium-sized members, who otherwise might not have easy access to international policymakers, businesspeople, or key government representatives. Even larger members, who may have international departments or divisions, often appreciate the assistance of associations in opening some doors and fostering dialogue.

You can begin helping the members of your association simply by providing information on services provided by the U.S. government. For example, the United States and Foreign Commercial Service (US&FCS), a division of the U.S. Department of Commerce, maintains 72 offices in the United States and 133 in other locations.

Available in Mexico

Here's a description of the information and services that US&FCS provides, at little cost, in Mexico City, Monterrey, and Guadalajara.

* Free general export support services. Staff members of the commercial library at the U.S. Trade Center in Mexico City maintain commercial telephone directories, trade statistics, and customs and regulatory references. They regularly catalog corporate and product information, which remains available in the commercial library for 30 days. Contact the library at 011-52-5-211-0042, ext. 3281.

Also, in the Commercial Section of the U.S. Embassy, US&FCS officers provide private counseling sessions. They'll answer questions regarding the Mexican business climate and import and export regulations.

* Gold Key Service. This service includes a market briefing, a survey of potential sales representatives, arrangements for daily appointments with prospects, interpreting and secretarial services, a debriefing, and office space. Cost: $300 for the first day; $150 for each additional day.

* Silver Key Service. This service consists of the arrangement and scheduling of up to six appointments with local contacts. Cost: $100 per day. Other support services, such as market research and promotional events, are tailored to a company's specific needs. The cost varies.

* Industry subsector analysis. Through this service you can obtain information on the most promising sectors for U.S. exports to Mexico. The industry reports include market size, contacts, duties, and forecast trends. Cost: $10 per document.

* List of key companies and contacts for exporters. The list costs $50 per sector, including fax transmittal costs. In other cases, fax charges are $10 for the first page and $6 for each additional page.

* Product promotion. US&FCS will mail a company's brochures to key industry associations and potential clients, Cost: $100. US&FCS also offers business promotion events.

On the domestic side

At each of its 72 domestic offices, US&FCS provides these services:

* Individual counseling. Professional trade specialists provide counseling to U.S. firms interested in exporting. (This is often the first step when commencing an export program.)

* Customized sales survey. Your members can use a customized sales survey to obtain a quick, accurate assessment of how their product would sell in Mexico and other markets. A typical survey report covers sales potential, competitors, normal sales channels, comparable product prices, buyer concerns and sensitivities, best methods to achieve exposure, existing non-tariff barriers, potential distributors, end-users, and joint-venture and licensing partners. Normal turnaround time is 45 days. Cost for Mexican survey: $2,000.

* Foreign market research. Your members can use this service to select new markets, analyze market conditions, formulate selling strategies, and enter international markets. They'll receive in-depth market data on selected products and industries in Mexico and other countries, including those that offer the best opportunities for U.S. goods.

Available in print or on diskette, the research reports may include best-selling products, top imports, end users, trade barriers, market size and characteristics, a competitive analysis, market and industry outlook, economic trends, trade events, and government regulations. Cost: free.

* World Traders Data Reports. A special service for exporters, the WTDRs program provides thorough, confidential background reports on potential foreign trading partners, including buyers, distributors, agents, and retailers. WTDRs assess a potential customer's reputation and recommend whether to conduct trade with the firm and on what basis.

In addition to this screening, the program provides information on the potential customer's product lines, number of employees, capitalization, bank and trade references, sales volume, reputation, and key officers or managers. Turnaround time is 45-90 days for most countries. Cost: $100 per report.

* Agent/DIstributor Service (ADS). US&FCS will verify a product's marketability, help a firm prepare product literature packages, and have the product information reviewed by commercial specialists in the targeted country. These specialists locate and contact potential agents and distributors, evaluating them in terms of their interests and capabilities. The exporter receives a list of up to six of the best qualified and most interested contacts. Turnaround time normally ranges from 60 to 90 days. Cost: $250 per report.

Additionally, US&FCS provides guidance in writing correspondence, making agreements, obtaining information on local business practices, and requesting background reports.

* Export Contact List Service (ECLS). A data base maintained by the Foreign Traders Index includes thousands of foreign companies interested in doing business with firms located in the U. S. The companies include agents, importers, manufacturers, retailers, wholesalers, distributors, licensing partners, advertising agencies, service companies, marketing firms, banks, and state trading and procurement agencies. US&FCS screens each company and develops a business profile that includes name, product or service, telex, telephone, key contact, year established, number of employees, and relative size.

In addition to the profiles, mailing lists and labels are available by type of firm, import interest, country, and other variables. Government agencies, trade associations, and banks are also included. Cost: 25 cents per name or label (the minimum order is $10).

* Trade Opportunities Program (TOP). This program provides leads to U.S. firms interested in finding Mexican or overseas customers. TOP leads, which appear daily in leading commercial newspapers, list the products or services requested, Standard Industrial Classification Codes, product specifications, and contact names and information.

TOP leads are also distributed through commercial electronic data base services and the Economic Bulletin Board, where they're maintained for 21 days. Cost for the Economic Bulletin Board: $25 plus online fee. To subscribe, call [phone].

* Product promotion. Services to promote U.S. products in Mexico include catalog and video/catalog exhibitions, Commercial News USA, a foreign buyer program, matchmaker trade delegations, trade missions, and trade shows. Prices vary.

John L. Manzella is an author, consultant, and lecturer on international business; he is based in Amherst, New York. Manzella's most recent book is Mexico & NAFTA: The Real Impact, available from The Journal of Commerce. (See "At Your Fingertips").