The America economy is now looking at renewed interest in exporting that we have not seen in recent years fueled by a soft domestic economy and the terrorist events of September 11.

I am writing this article 35,000 feet over the Pacific Ocean as I am flying back from a two-week trade mission to Korea and Japan. It has been one month since the tragic "event."

After business meetings with numerous companies in both countries visited, I can sum up the trip in two words: "increased opportunity" for those U.S. companies with the courage to press on in the export arena.

All the companies we visited expressed both sympathy for what America is going through and a transformed respect for the commitment of those U.S. export sales reps and marketing executives who are going abroad to do their export promotion in spite of the "event" of last month.

True, we won't see business as in the past; however, those who venture forth will surely be rewarded for their fortitude. The reception of companies visited reminds me of the late 1960s and early 1970s when American marketing executives and technical salespeople were welcomed and respected by our trading partners.

I had the occasion on this mission to speak to several business travelers from Norway, Sweden, Germany and England. They felt Americans have an increased opportunity to export our products and technology as well as our culture as a way to negate the terrorist ethos currently plaguing the global economy.

In this first of what I hope will be a meaningful series of many articles on the marketing/sales techniques of exporting, the current message is clear. The benefits of exporting are needed more than ever, and the window of opportunity has expanded. Let's trade, not fade.

Those who take their export marketing activities seriously are creating a stronger American economy. Expanding exports not only creates new jobs, it sustains the good jobs we already have.

Just as our country is forming new political and military alliances against terrorism, savvy U.S. companies now have a new venue to form new business alliances and partnerships.

Future articles will focus on patterns of export marketing and promotional challenges that I have viewed over the past 30 years and highlight solutions and techniques for successfully penetrating and expanding sales in the field of global commerce.

When I initially meet a company whether new or a traditional exporter, I always ask the following four questions:

1. Where are you now?
2. What are your targets?
3. What are your difficulties?
4. What are your needs?

I will address these questions in further detail in future articles.

Other areas or patterns of marketing importance involve sales negotiating, representation, product adaptation, market research, literature, balancing sales offers and contracts with export documents and compliance and how to effectively find and utilize multipliers and allies.

If there are any particular subjects involving export marketing problems and their subsequent solutions and promotional techniques you would like to see in this monthly venue, let me hear from you.