Commitment to export is a serious choice

10:15am Tuesday 22nd April 2008

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AS we continue our series on the Top traits of successful exporters C vision, commitment, focus, research, planning, training, relationship building, quality, adaptation and energy C we now come to commitment.

Someone is reputed to have once said: If you want success, youve only got to do two things. First, decide exactly what it is you want. Second, decide exactly what youre prepared to sacrifice to get it.

But what can you give up that you havent already sacrificed? As a hard-working, successful businessman or woman, you already know plenty about sacrifice C you work long hours, you smile wryly at the mention of work-life balance and you think a holiday is what banks have from time to time on a Monday.

But is that commitment? Just as activity is not necessarily progress, obsession is not necessarily commitment. Commitment has been defined by The Oxford English Dictionary as an obligation or promise that restricts ones freedom of action; a liability.

Certainly food for thought.

As weve said before, international trade is not a game C competing against the best in the world is a serious business and its the one youve chosen to be in.

Its far better to be in this business by design than by accident. It takes time and talent to build and defend a market share. If youre allocating only ten per cent of yourself to international trade, it isnt enough.

Worse, if youre allocating just a little bit of your teams time and talent to it, without taking responsibility yourself, you not only jeopardise your chances of success, you risk the business.

Your vision has brought you to where you are now. Your commitment has won you the accolade of a strong business, thriving in difficult times. And when youre talking about exports, joint ventures or investing in an overseas operation, you have to realise international trade is not an add-on to your business C it is your business.

The sacrifice of scarce resources to your international trade ambitions is not exploratory thinking. Its not dipping your toe in the water. Its an investment and like any other investment, its a liability, an obligation and it restricts your freedom of action.

The vision of your company engaged in international trade is an alluring one, but its not enough on its own. You need the commitment from management to succeed.

UK Trade & Investment offers a wide range of services to help companies develop and implement an export strategy. To find out more, call the North-East International Trade Hotline on 0845-050-5054, or email enquiries@ukti.rito.co.uk ö David Coppock is trade director of UK Trade & Investment in the North-East