PHIL YOON, sales manager of Samsung, a Seoul, Korea-based distributor, relays some basic rules of working in the Asian market
1. When you first contact the buyer, address submissions to the ‘Acquisitions Manager.’ Do not address it to an acquisitions person by name.
2. The Asian market is looking for entertainment programs in which the content translates readily, and can be easily understood by the audience.
3. Keep buyers up to date on your newest material.
4. 30 minutes at a market is too short a time to spend with a potential client. It’s worthwhile to make a sales trip to talk to them in person so that you can find out what they really want.
5. Research what they have bought from other distributors first so that you can understand their buying habits.
6. E-mail is better and more intimate than faxes.
7. Don’t just send a brief synopses, send one-sheets and glossies. Pictures will help buyers better understand the content.
8. Send screening copies, and do follow-ups by phone. Responses to faxes will not be followed up immediately.
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