Joseph Marando is Director of Impulse Products, which is a fully service integrated organisation that offers product sourcing, product development, sales and marketing of branded and private label retail products.

Joseph has worked for some the largest blue chip suppliers in the consumer packed goods industry which include British American Tobacco, Philip Morris, Fujifilm / Hanimex and L'Oreal Paris and major retailers such as Franklins - Dairy Farm International, Conad, Jusco and The Warehouse in a Marketing, Sales and Buying capacity in Australia, New Zealand, Italy and Japan. This broad experience and knowledge gives him a unique understanding of business from both sides of the desk. Joseph has tertiary qualifications in Marketing, Management and Accounting. He is also a AFAMI CPM with the Australian Marketing Institute.

PRINCIPLES TO OUR SUCCESS

IMPORTING – FEAR NOT!

Effective importing can be a key success factor to your business; however the thrill of importing is missed with the fear of where to start. Even with almost 20 years experience working for multi-national organisations did not prepare me for the joy ride of importing and the success it brings to your business.
For any organisation, effective importing can mean the difference between success and failure. 
Key steps to your business are including identifying a market/product opportunity; identifying your key supplier; developing a clear and concise importing strategy; efficient distribution of your product.
All of these steps are important for a business in Australia, but what will differentiate you from the rest is an effective importing strategy.

SOME PRINCIPLES OF AN EFFECTIVE IMPORTING STRATEGY

So if the fear of the unknown detail is stopping you from commencing an import business, take it face on.
The devil is in the detail. The first Principle I learnt in importing, if Fear is the problem, Action is the solution. Another principle is Keep on talking, continually ask questions, seek out information, and you shall find all the answers.
Ask any marketer what their definition of marketing is and you undoubtedly receive a slightly different answer each time. What is agreed is “Everything is Marketing”, practice this Principle in every touch point of your business.  What is a core component in importing is Perception is Reality, how you market yourself is one of the most important Principles - the manner and consistency in which you represent yourself and your organisation - business card, website, office facilities and your promotional activity.  What I have learnt in my short 3 year journey in importing is in everything you do act like a big player and be true to your Brand – this Principle is non-negotiable. It doesn’t matter if you are importing from Malaysia, Lithuania or New Zealand (which are all countries we import from) the Principles are the same. 
Another key Principle of importing is Building Trust – this is fundamental to success. You need to earn the trust of the supplier. Make them feel that your company is not only the best option, but the ONLY solution to enter this market. All communication from your office, whether it is sending an email or sending a parcel (do you have an international courier account?) must all be building toward a positive trusting relationship. Make your supplier a priority of yours, and they will make you a priority.  Make it easy for your potential suppliers to transact with you and you will have a loyal partner for life. 

SO YOU WANT TO MOVE BIG BOXES?

In late 2006, I set up Impulse Products with the vision to source and market value for money, quality products with a point of difference. When I came up with the notion to import containers, the immediate response I encountered is “why would you give up a good paying job to move steel boxes”? Enter another of the Principles, Back Yourself!

Blog by Joseph Marando - Impulse Products