Provide training and product information. To be successful internationally, you must be able to merge product know-how with the rep's market knowledge. Foreign reps need training on the product line and ongoing communication on new applications of the product to fit customer needs. Salespeople are only as good as their ability to explain the product and how it will solve problems.

Discuss future goals and objectives. The measure of cooperation received from the foreign rep is closely linked to what the rep perceives as their place in the company's future. Commitment to developing long-term relationships is rewarded with rep commitment to develop the market.

Quick response. Constant communication and quick follow-through builds rep loyalty. With a fax machine, email, and next-day air delivery to the industrialized countries, it is now possible to respond immediately.

Visit the reps. The more personal visits made to the company's foreign reps, the harder the rep will work for your company.

Be a good partner. The foreign rep works with your company - not for your company. Treat them as valued partners in exporting efforts.

Set reasonable geographic areas to cover. It is a common export marketing practice among companies to appoint one foreign rep to handle an entire foreign country. U.S. exporters talk about "their rep for the United Kingdom" or "their rep that handles Canada." Because of the vast territory to be covered, it is often impractical to have one representative cover all of the territory in a country. The exception would be a representative who has sales offices in each of the major markets within a country, or in the instance that there are very few potential buyers in the market, and the representative makes frequent trips to call on all potential accounts.