How to further establish competence and keep in touch with your clients

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One of many efficient ways to further establish competence, and keep in touch with your clients.

A  customer retention tool to engage with your clients rarely used.

Industry updates.

Great example by Thomi Frischknecht, 2Assistu, Switzerland. A competence center for emergency and crisis management.

Monthly Aviation Highlights Switzerland

Monthly Aviation Highlights Switzerland 01 / 2020

Die SWISS-Show am Lauberhorn

Die drei grossen Flughäfen mit mehr Fluggästen im Jahr 2019




FlyBair startet Direktverkauf für Flüge ab Bern

SWISS fliegt neu nach Beijing Daxing International Airport (PKX) und stoppt Operation nach China

Swiss verlegt Flüge zum neuen Peking Airport

Zürcher Flughafen testet Öko-Kerosin

Air Force One landet in ZRH

Leonardo kauft Kopter

Copyright @ Thomas Frischknecht, January 2020

More about the author:

Thomas Frischknecht war 25 Jahre in unterschiedlichen Funktionen bei Airlines und Airports tätig. Von 2007 bis 2014 war er CEO der Belair Airlines AG. Thomas Frischknecht ist Managing Partner der 2assistU GmbH und Fitnesstrainer für Organisationen und Unternehmen in den Bereichen BCM und Notfall- und Krisenmanagement.

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Going Global is a Masterpiece

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Part I:

When it comes to sales in foreign marketplaces key factors, like Trade shows, come into play due to the fact that they are the most direct marketing tool to understand customers’ needs. They are the leading tool to gaining information around product placement, features, and observe competitors in real time.

Going Global requires the highest possible professionalism, as product and marketing are quick to be judged; therefore, the company must clearly showcase what it is capable of. Continuous growth and the will to continue learning all play a role in achieving global expansion, while also branding the business as innovative and hard-working. If done correctly, results will be game-changing, and build a strong foundation that will reap longevity for the business.

Ten Things necessary to build a successful foundation for a Global outreach:

  1. Expanded Thinking – The American corndog is unique to the US, but the stick it is on, is not. This same wooden stick is used in ice cream in Europe; same size, shape, and form but different usage. Not all people may enjoy corndogs or ice cream; however, this small wooden stick is implemented in so many products that it is not connected to any certain part of the world, yet it’s uses can be connected to cultural icons.
  2. Knowing the product inside and out.
  3. Knowing the competition in local markets: sales figures and channels, the names of executives and key management, technical support staff, warehousing, and the warranty and customer service procedures. It is important to know the competition as well as, if not better than your own products.
  4. Recognizing up sell and cross sell opportunities in local markets.
  5. Ensuring relevance to customers in local markets (understanding the target market).
  6. Reviewing the product from the customers point of view.
  7. Identifying/Utilizing all sales tools.
  8. Showcasing what makes the company unique and successful, and what is the value preposition of the product.
  9. All employees must maintain the same mindset and understanding of the goals, so no time is wasted, and these goals are constantly being strived for.
  10. The ability and willingness to sacrifice family time, holidays, or otherwise for extensive travel abroad or being on standby 24/7 for the next 5-10 years. This is the hardest part-staying determined and not giving up.





Part II:

Goal: Aiming for a year-over-year revenue increase by building credibility and creating a presence.

A presence is always earned through hard work, authenticity, integrity and commitment. This is true in every market, but vital in a foreign market! It’s hard enough in local markets not to think about language barriers, cultural differences, and time zones, but these obstacles gained the company success in the first place.

The next steps cannot be guided by ego or quick decisions, rather, highly professional step-by-step strategy. Using all the knowledge acquired via the research and preparation listed in the above guide it is now time to:  

  • Gather the sales intelligence
  • Create a prospecting process
  • Determine upsell and cross sell opportunities

It is critical to demonstrate the capability of being a potentially valuable resource to the venue abroad and others when it gets to market and industry knowledge (which you can also potentially turn into another revenue stream).

Key Takeaway: Creating a humble but successful elevator pitch is what differentiates a successful Executive and determines a products success. In a foreign market at this stage of the planning, it only serves the purpose of polite introduction and should not serve as a sales pitch.

In order to expand globally, a business must research the target country’s biggest media outlets and platforms for relevant information in their industry, and then contact the journalists/sources behind it. These articles come with complete and thorough market analysis, all done by local journalists/sources who are knowledgeable in their region/country. This invaluable information, which is normally gained through extensive field analysis, will help the business to gain insight, leading to targeted placement. With cooperation, this new source might be the market entry interview that leads to a press release or article. In addition, conducting interviews with Association Leaders in the industry of the country that is being targeted, is key.

It is of profound significance, to ensure compliance with all US and Foreign Government regulations. To understand local trade laws or regulations, communicating with a local port or airport customs official to discuss all import/export product related features, processes, and to determine product classification. Furthermore, obtaining all relevant declaration forms and training at least two of the employees on the process and relevance of these procedures will guarantee on time product handling and shipment. This is an invaluable asset in every customer centric daily operation.

Quietly comparing methods and thought processes. Taking notes and focusing on cultural differences, language barriers and experience presented by executives in a different cultural environment.  Gaining insights about business mentality and common practices in the target market.

If this all resonates with the corporate identity and all employees support the decisions, the business is set to successfully go global.

In our next edition we will talk about the different ways how a marketplace can be entered:

  • Assemble an international sales team
  • Working with Distributors
  • Franchise
  • Licensing Agreement
  • Acquisition | | Tel.: US-214.774.4403 |


Copyright by Andrea Kastner, December  2019

Speaking Engagement | International Marketing & Sales Program

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November 21, 2019 IERG – International Executives Resources Group – 12 Noon EST

Guests are welcome!


Learn more about Jacques de Jaeger

Learn more about Andrea Kastner

other speaking topics – Tel. US-214.774.4403

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Trade Show Marketing

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Are you interested in establishing yourself as the top expert in your field?

Throughout my professional career, I have successfully organized trade shows in various industries nationally, as well as internationally. Working all aspects of design, marketing, implementation, and execution of sales events, I understand every individual’s role and responsibility, as well as my own.

After countless years and hundreds of shows, it became obvious that the most powerful marketing tool that there is, a trade show, never gets fully utilized.

Trade shows tend to be viewed as the high budget item that causes too much extra work and does not deliver a return on investment. This shouldn’t occur, which is why I developed a seminar for corporations of how to turn a trade show into a profit house.

Furthermore, I have created many customized trade show strategies and executed them for my clients, causing me to become a key note speaker for associations, chambers of commerce, etc.

With this leadership opportunity, I showed their members that the most vital focus is to get the customers to view the exhibitor or corporation as the top expert in their field.

Nothing has changed! This powerful tool is still not getting utilized!

Are you interested in establishing yourself as the top expert in your field?

Reach out to us, we are looking forward to learning more about your next trade show participation! | | Tel.: US-214.774.4403 |


Copyright by Andrea Kastner, November 2019

Photo credit and Copyright by

HANNOVER MESSE 2019, 01 – 05 April (HM19_H02_13_1560236)

Research and Technology: Leading Trade Fair for Research, Development and Technology Transfer. Christian-Albrechts-Universität, Hall 2, Stand C07

Why drop-down menus kill human capital

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International human resources and recruiting drop down menu.

Why drop down menus kill human capital

Who does not like drop down menus? Creating them or using them…all – users seem to love them alike. It is just something simple, easy to use, easy to come up with, and easy to create from a technical standpoint. The drop down menu is the way to go.

Internationally, the drop down menu enters a new dimension.

There are many recruiters and human resources generalists that take care of hunting down the right candidate for an open position.

They write a job description, the specifics and details of the hire, try to put some behind the scene hints in there and post it on all applicable job boards. It will be shared with colleagues and they network it in groups they belong to hoping that one of them will present the right candidate to them on a silver plate.

That would be the easy way.

Most likely this is what is going to happen…

The job post has a link that takes the candidate to the ‘online application process’. Sometimes it gives the candidate the choice to apply through the company website and at other times the candidate application process starts with the registration on the job board’s own website.

The candidate has to go through the drop down menu screening… nothing major you would think, but after reading this article, dropdown menus will never be the same for you again. Promise!

There is no such thing as a universal drop down menu either. Most every site,,, to name a few have their own. Not to talk about all other databases and email platforms with databases attached and of course corporate sites.

You are here because you are interested in International business, correct?

Well, let me tell you there is a world out there that is not America or Europe or the Middle East and none of these countries have the exact same educational system and/or graduation degree titles etc.; an imperative factor on job application databases.

What do you do, if your school is not listed? What do you do if there is no official ‘translation’ for the education/graduation level that you have mastered in your home country? You have not even gotten to the point to express and explain your nationality or educational home base.

That question they all keep to the very last… at least in the United States of America. In Europe, nobody truly cares as except for the new situation that Brexit creates. Before Brexit, all EU-citizens were eligible to live and work in all EU- countries, which is the majority of countries in Europe. So prepare yourself and do not wonder. That question won’t come up. Not that they are ignorant, it simply does not have priority.

Well, that for sure is not the case in the United States and many other countries such as Australia to again, just name a few.

After you’ve pulled out your hair in an attempt not to lie but also not having a clue of what your degree or diploma compares to with the ones listed… post graduate or graduate degree, associate degree … and so on and so forth. What does that compare to in Europe? Asia? India or Mexico? Again, just to name a few.

Just because nobody talks about it, does not mean this misleading database mishap does not exist.

The limitation of human capital reaches new heights due to this as if the hiring manager or assistant (would that be a post grad, associate grad, no grad?) did not check mark the ‘other’ candidates from the education dropdown menu, the candidate never gets to go on the ‘to be considered’ pile.

Not because he would not fulfill the requirements, simply because he had no clue of what to chose from the drop down menu.

Silly right?!?

Same with the school name not listed. The moment one cannot chose one of the schools listed in there, one gets to the ‘other’. With the exception of some super smart international databases where you can actually type in your ‘own school’ name, but does that get you on the ‘to be considered pile’? Probably not as you could not overcome the first ‘highest degree of education’ drop down.

By now the drop down became already engraved in your brain and it should be like this as:

Simply because his education is not listed. The school he attended is not listed. There is no official equivalent for the highest degree earned in the language he is trying to apply and last but not least, the visa status he owns which grants him/her permission to work in the target country, is not listed in the drop down menu does not mean he is not perfectly qualified for this position. Especially when the company is seeking someone to work in another country for them. This person might be the absolute perfect fit ever imaginable, but he/she won’t get considered because of the above.

But the candidate does not know yet. All the candidate has, is this silent voice telling him or her that this part was not good, after he has worked his way through writing a CV streamlined to the job description, spent 2 hours on researching the company and writing a compelling cover letter (that now get limited to 799 characters, but that’s another topic in international job hunting) just to get to the point after typing in all his qualifications, interests, answering all the equality questions just to get to the point that he does not equal to any local applicant!

There is no translation for his school degree and people are wondering why they cannot find the right candidate for the open position that lasts longer than a few months!?!

Are we pulling from the right pool?

Copyright by Andrea Kastner| September 2016 | Tel. 214-774-4403 |

How Brexit will affect your business

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Brexit will affect every international business currently located in Europe. Especially US corporations tend to open their subsidiary in England.  It appears to be much easier, as the language seems to be quite similar.

Please see our separate blog post on British English vs. American English. With said language similarities, assumes cultural similarities and completely ignoring that England is an island, they start their new European headquarter in Great Britain.   Not even knowing why England sometimes is called Great Britain or United Kingdom.

Just like starting a new business venture, these details are important to research and know about before making a decision to finalize on a business location for years to come. The political situation might not be as interesting in the first place but it is a huge part of the decision making and should be taken into consideration in the first place.

Among other things, the political situation will decide over how easy or difficult your business endeavor might become with aspects that are a.) out of your control and b.) have nothing to do with your products. One very strong example is the visa situation that now has become drastically different with Brexit. Why does this affect you and your business you might ask yourself. Simply because one of the reasons you chose the United Kingdom for your European headquarter was that is was located in Europe (which technically is still the case, but practically not anymore) you could hire every European Union citizen to work for you without additional visa hassles.

You did not have to take import/export taxes into consideration within the European Union as well as some Commonwealth countries (which could lead to a future blog about England and the Commonwealth) and last but not least, billing, phone rates and an endless list of things, you did not have to worry about. Well, now you do! Brexit causes citizens  that have lived and worked in England or British citizens living outside of England in a European Union country having to having to apply for visas.

Did you prepare to sponsor your British citizen working in your Italian subsidiary? What about your highly qualified CEO currently residing in England and leading your entire Western European Country business from there? You sponsored his visa for ‘England/European Union’. Well his status is now in jeopardy as he might not be able to lead your subsidiary in Germany, France or the Netherlands anymore. Simply because he won’t be authorized to work there any longer.


These are just tiny examples of how a political change can effect your business to a degree that it might be in jeopardy from an operational and financial standpoint.


Copyright Andrea Kastner – September 2016