ATA CARNETS
 I do a ton of international shows, and another exhibitor just told me I should look into ATA Carnets. What are they, and how might they help me?
 An ATA Carnet (Admission Temporaire/Temporary Admission) is sort of a “merchandise passport.” When you ship goods into and out of a country for short-term business use, the carnet allows your goods to bypass extensive customs procedures, duties, and taxes, saving you time and money, especially if you are shipping to multiple countries.
This one single document — as opposed to a variety of customs declarations, export declarations, valuations, origin declarations, and commercial invoices (depending on the country) — is used for all customs transactions, and the carnet assures you pay a predetermined cost for temporary importation, rather than having duties and taxes assessed based on the value of what you are importing.
For exhibit managers importing products temporarily, carnets prevent you from having to pay value-added taxes (VAT) and wait for lengthy standard customs procedures, such as waiting for shipments to be inspected and paperwork reviewed, and having to purchase a temporary import bond.
If you have shows in multiple countries, a carnet can be prepared to cover temporary import for more than one country at a time. Carnets are accepted in approximately 75 countries, and they’re valid for one year, allowing you unlimited import and export during that time period. Carnets are valid for commercial samples, professional equipment, and goods for exhibitions and fairs; however, consumables and disposables (food or giveaways) are prohibited.
There are, however, a few restrictions to consider. The items exported must exactly match the list of items imported, which means you must bring back exactly what you take in to the country. If items imported on a carnet are sold, donated, or otherwise disposed of, the shipper is liable for hefty customs duties and fines. Additionally, if a carnet expires while the shipped items are still in a foreign country, the shipper may have to pay standard customs import charges.
To apply for an ATA Carnet, you must create a list of the products being shipped, fill out an application, and pay a security deposit. The deposit is refunded once the carnet returns to the United States with no outstanding duties and taxes. The U.S. Council on International Business (USCIB) has two appointed carnet service providers, the Corporation for International Business and the Roanoke Trade Services Inc.
Carnets can be submitted online at www.atacarnet.com, or freight forwarders can usually assist you in filling out paperwork as well. Plan ahead, as it usually takes three to four days to process a carnet application.
— Jori Wilmoth, manager, international services, Derse, Milwaukee
CUSTOMER COMPLAINTS
At a recent show, an unhappy customer stormed into our booth and demanded to talk to “someone in charge.” When I asked if I could help, she launched into a long — and loud — tirade in front of everyone. How could I have handled this situation more effectively without losing my cool?
The old saying rings true: You can’t please everybody all of the time. And often, those unhappy few are also the most vocal with their opinions. The key to handling these sticky, and sometimes high-volume, encounters in your booth is to be ready for them. Here are a few tips to handle these uncomfortable situations, which will not only help you avoid embarrassment but also calmly and effectively address any of your customers’ concerns.
 Designate an in-booth problem solver. To prepare for these situations, consider designating one staffer as the head problem solver in the booth — one to whom all customer complaints are directed during the show. Doing so allows this person to prepare for these tense situations, and provides you and your staff with a systematic approach to complaints, rather than delivering a scattered and sometimes reactive response. If you designate a problem solver, be sure he or she is properly trained to handle a variety of complaints and customers at the show.
Record complaints. Develop a simple method of recording complaints in the booth. Keeping a written record will ensure important details are not forgotten and that all complaints will receive the necessary follow-up after the show.
Move to a private area. As soon as the situation seems to be escalating, try to move the customer to a private area out of the earshot of attendees, such as a conference room. The trick to this location shift is to avoid making the attendee feel like a nuisance or as if you’re trying to whisk him or her out of sight. Try to reassure the person that you merely want to give the problem your undivided attention. You can also try a phrase such as, “I’d like to take notes, but my notepad is in our conference area. Would you mind stepping in there with me so we’ll have more privacy?”
Listen without interrupting. Allow the customer to vent his or her anger. Be patient, courteous, and non-judgmental, as he or she likely has a valid concern, even though it may be overshadowed by anger. Many times the customer will feel better after simply verbalizing the complaint. Remember, even though you might not be the person with whom the customer has a “beef,” at that point and time, the visitor sees you as the company.
Repeat what was said. This helps to demonstrate you heard and understand the facts. Lead in to your statement with something like, “Just to make sure I understand the problem ... ” and then try to be apologetic rather than patronizing when you restate the facts. Also ask questions about any gaps or inconsistencies in the information, and try to use the person’s name to humanize the situation and make a more personal connection.
Assure resolution. Assure the customer that the problem will be resolved — and then make sure it is. Since you are the person the customer approached, offer him or her a business card and tell the customer to call you if the problem isn’t resolved within a certain time period. Avoid making promises you can’t keep, but at least promise to direct the complaint to the right person and follow up with it after the show. Also ask for the customer’s business card, so you know how to contact him or her after the show.
— EXHIBITOR Staff
STAFFING REQUIREMENTS
My exhibit always seems over or under staffed, and my staffing budget is all over the board. Aren’t there some general staffing guidelines based on booth space and travel costs that I can use to accurately predict my budget and staffing needs?
The typical rule of thumb is to plan one exhibit staff person for every 50 square feet of open exhibit space. You can also budget $2,000 per staffer to cover the cost of air travel, ground transportation, hotel, food, Internet, and tips.
— Candy Adams, CTSM, CME, CEM, CMP, CMM, The Booth Mom, independent exhibit-management consultant, trainer, speaker, and writer, Defiance, OH
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