In today’s competitive business world, the ability to expand commercial horizons beyond national borders is fundamental to the success of many companies. In the chemical industry sector, the work of an Export Manager is essential to achieving that goal. In this post, we have the privilege of speaking with an expert in the field, who will share their knowledge and experience on how the challenges of international trade in the chemical sector are managed.
Interview
1. Explain what your role is as Export Manager at CH Química
My name is Albert Chaparro, CCO of CH QUIMICA SL and the company’s export manager, with more than 10 years of experience. The needs of exporting mean that you have to speak at least English, a language I learned as sales gradually grew in different countries of the European Union. We export to LATAM, the Persian Gulf and Europe.
2. What is the main approach when developing export strategies for chemical products?
In order to work on exports we have set out 3 lines of commercial development that are working for us:
- International trade fairs: we are currently attending two international fairs in Europe, ISH (in Germany) and MCE (in Italy). Both fairs are similar in nature, focusing on the heating and air-conditioning sector. CH QUIMICA is growing along this path, thanks to our CLIMATE, AQUA and AF GLYCOL LINE ranges. In addition, we intend to commit to two more fairs, CHILLVENTA (Germany) and BIG5 (Saudi Arabia).
- Commercial Consultant Export: we have a sales representative, expanding the sale of our references at European level, who is a specialist in the sectors we develop most and who manages sales and expands references with former customers.
- Web investment to attract new international customers: we invest in advertising to grow in new EU markets.
3. How do you identify and evaluate new potential markets for expanding chemical product sales? What factors do you consider when selecting a target market and how do you research it?
Before starting our international growth, we already had some customers outside Spain, but it was very marginal. If we apply our commercial logic, we look for countries worldwide that are hot, so that we can use our air-conditioning cleaners. Our mistake was thinking that we had to go to LATAM, because in Europe there is a strong market niche in which to grow with these references, so we opted for this new path. On the other hand, seeing our customers’ concerns, we have been expanding our references, hence the research. In the end, the most important thing is to know what needs our customers have and extrapolate them to all of them, since we know they can use the references.
4. How do you handle the challenges related to international regulation and compliance when exporting chemical products?
I have to say that one of the biggest drawbacks we come across when exporting is the regulations and standards of each country on import. In LATAM there is a lot of complication, due to some of the references the products carry. Some raw materials are used for drugs, and this makes introduction into the continent very complicated. In Europe there is a free market and it is simpler, to be honest. In the Persian Gulf, there is a lot of regulation, but if you comply with it, in the end there are no problems; they are very “European” in that respect.
5. What is your approach to building strong relationships with customers abroad?
At the end of the day, what a customer, whether domestic or international, wants is reliability, quality and service. Prices are secondary as long as the value for money is good. Another factor in consolidating international business relationships is collaborating on languages, packaging and, above all, exclusivity, as long as agreed minimums are reached. These relationships must be beneficial for both parties.
6. How do you supervise and manage the logistics and distribution process for chemical products internationally? What measures do you take to guarantee safe and punctual delivery of products to foreign customers?
CH QUIMICA is a family business, which means we do not have a large logistics department managing exports; here people do a variety of jobs and we try to adapt to each export in the best way we know how. We normally work with EXW shipments, and customers want to work with the agencies that collaborate with us, because it makes managing the shipments easier. In the end, our winning card is to work with companies that, even if they are not the cheapest on the market, help us make deliveries safe and punctual, in line with the service being paid for.
7. How do you tackle cultural and language barriers when negotiating with international customers? Of all the countries you have worked in, which ones have impacted or surprised you the most.
Honestly, this point is one of the most difficult to manage. Sometimes a language barrier does not mean that you do not think the same as your customer culturally and in business terms, whereas a cultural barrier can give you a lot of problems when it comes to closing international deals. In this case, to give an example, with LATAM there is no language barrier, but at a business level, or culturally, they will never say no in a meeting; what is more, they will show a lot of interest, yet they have a capacity to disappear suddenly when you stop interesting them. In Europe, on the other hand, if they are not interested they tell you quickly so as not to waste your time or theirs.
We are currently working a lot with the Persian Gulf, and I am very surprised by these people’s capacity for work. They are able to stay switched on at any hour of the day. They are always available and, for them, business is sacred.
8. What is your approach to risk management in the international trade of chemical products? How do you assess and mitigate risks related to safety, transport and documentation in export transactions?
Our technical department is responsible for the formulations of all references and for managing the SDSs in all the languages of the countries to which the products are shipped. In this regard, it always provides our customer, as well as customs in the case of international shipments, with what is needed for the introduction of the chemicals in question into each country. To do so, it is necessary to be clear and transparent when presenting this documentation, so as not to have problems with the authorities of each country we work with. To be able to transport the references as well as possible, we work with small containers to avoid problems in shipments.
9. How do you keep up to date with trends and developments in the field of chemical product exports? What sources do you use to obtain information and how do you apply that knowledge in your daily work?
In this regard, and in all honesty, I do not look for an external information source to keep up to date with trends and developments in chemical products. CH QUIMICA is a member of associations such as PIMEC and AMEC, which inform us of new regulations and/or legal updates on products or references. Thanks to them, we stay informed and at the forefront in order to give our customers our best service.
In short
In this interview, Albert Chaparro, CCO of CH QUIMICA SL and the company’s export manager, highlighted several key aspects of his role as Export Manager and of the company’s export strategy. Overall, CH QUIMICA SL’s export strategy is based on a combination of commercial approaches, market research, regulatory compliance, a focus on quality and customer service, and adaptation to different cultures and regulations. Albert Chaparro plays a crucial role as Export Manager in successfully carrying out these international operations and expanding the company’s presence in different regions.