INTERVIEW – WAYNE KLINE, INTERNATIONAL TRADE EXPERT

Wayne Kline has been involved in international business throughout his career. He’s captained trade missions to Europe, Asia, South America, Central America, the Caribbean Island, Canada and Mexico. Starting in 2005, Wayne has been a Licensed Real Estate Agent in Florida working on commercial and residential real estate projects including the coordination of trade events in London, United Kingdom and Moscow, Russia.

From 1992 until 2005, Wayne was the Vice President of International Trade and Investment for the Central Florida Development Council in Polk County Florida. He provided Central Florida companies with the opportunity to market and sell their products overseas and in turn assisted foreign investors in establishing a presents in Florida through direct investment, expansion or relocation.

For twenty-three years prior to the Central Florida Development Council, Wayne had a career in aviation marketing with the airline industry and the Greater Orlando Aviation Authority with an emphasis on building international clientele and leasing facilities at the Orlando International Airport.

Wayne has taught international marketing at the University and College level.

Wayne’s Educational and Professional credentials are:
Bachelors Degree in Business Administration, Jones College, Jacksonville, FL.
Certified International Trade Specialist, Thunderbird, American Graduate School of International  Management, Glendale, AZ.
Certified Xerox Sales & Marketing School, Marina Del Ray, CA.
Licensed Florida Real Estate Agent

Q: You’ve spent your entire career in international business. How has the international business arena changed during your career?

A: In 1969 when I began my career in the international arena until the early 80’s, it was more a novelty and a fun pursuit for small and medium size companies to be engaged international activities. The real serious players then were the large national companies that could afford the expense of time and money to become successful of shore.

From the mid 80’s forward, it became easier for companies of any size to take part in international business thru the advent of state and federal assistance programs and the internet. More companies today have the attitude that a customer is a customer regardless of where they are located.

Q: Is the global marketplace a positive thing?

A: In my opinion yes because the more diverse a company’s client base is the less susceptible they are to the wows of economic change in a single market and the larger the customer base the better the opportunity for more sales. And as the overall economy of the world grows and people have disposable income, more goods and services can be purchased from the United States.

Q: Are there any specific policies that you’d like the U.S. government to implement to promote international business?

A: I believe a strong review of our trade policies, agreements and sanctions are in order. There are way too many loop holes that favor special interest and political interest groups and they give an unfair competitive edge to some countries and some U.S. companies.

Q: You’ve worked in Florida for the past 38 years. Are there any specific policies that you’d like the State of Florida to implement to promote international business?

A: From time to time Florida has been a strong supporter of international trade, mainly depending on the party and particularly the Governor in office. We would be much better served if policies were put in place and left there regardless of who is in power, similar to those of tourism with dedicated funding so programs could be on going. Florida’s trade dollars now rival those of tourism yet tens of millions of dollars are spent on promoting tourism while at times international trade has been hard pressed to receive a million dollars for promotion.

Q: What do you see as the biggest challenges facing an international company in today’s marketplace?

A: Several things come to mind. One is the ever increasing security demands on both goods and travel. It is understandable that since 9/11 most of these precautions are necessary; however, better implementation needs to happen. The process is flawed and the cost in time and money is too high for the results received. As I mentioned earlier, policies, agreements and sanctions need to be revised to all parties involved. Another constant problem will always be protecting yourself against patent infringements.

Q: What are the biggest opportunities?

A: Opportunities change as the rest of the world catches up. Like it or not we are not the best at everything. As a country’s technology develops and exceeds ours, we can embrace that technology and develop new technology around it. We are still the world leaders in most areas and produce quality products. The best U.S. opportunities will be in technology including specific product areas such as electronics, medical equipment, agriculture and food processing.

Q: Is there a specific trait or mentality that is crucial for success in international business?

A: I think a sense of adventure and a lack of fear of the unknown come into play and those that do not have a “business as usual” attitude. I have seen more type “A” personalities in international trade.

Q: How should a company best position itself for success in the global marketplace?

A: First, have a successful business model in the domestic market. Second, set up a separate profit center for international. Third, put together an international team including legal, accounting, shipping (freight forwarding, customs house broker) and sales and marketing. Fourth, research, research and research.

Q: How would you counsel a British company that was contemplating an expansion into the U.S. market?

A: To engage the services of U.S. professionals, in particular legal and accounting. Although we speak the same language and have the same basis for law, there are differences and a proper business structure and tax implications can be quite different. By all means – research, research, research. I would recommend to start with sales, graduate to distribution and on to manufacturing. In other words, establish yourself and your client base in a positive progression.

Q: By contrast, how would you counsel an American company that was contemplating an expansion into a foreign market?

A: The same as above and make sure the professionals you hire have expertise in international law, accounting etc. or have an affiliation with a firm in the country you are entering.

Q: During your tenure as International Trade Director for the Central Florida Development Council, what were the most common types of legal problems encountered by international companies?

A: The most common two problems involved contracts to provide goods and/or services and employment contracts. And in most cases, the problem was the result of not having the proper or no legal representation before the fact.

Q: What basic recommendations would you give to an international company or individual seeking advice about a legal problem?

A: Do not try and resolve the problem by yourself; you may only make the problem worse. I would then recommend seeking counsul from an international attorney with expertise in the law of the country where your problem exist or has an affiliation with a firm in that country and next time call your attorney first.

Q: In your opinion, what’s the biggest mistake an international company or individual can make when a legal problem arises?

A: Trying to resolve an issue without legal advice with the knowledge that the other party has representation or contacting their real estate or divorce attorney to seek advice for an international law problem.

Q: Do you have any predictions about the future of international business?

A: I have an opinion more than a prediction and that is I believe there is great opportunity to be had and that every company should take a serious look at developing international partnerships whether it be to buy or sell. It is truly a world marketplace and becoming a world economy and each of us are touched by international trade. We cannot be separatist and must be aware of the possibilities of doing business overseas when the opportunity arises. On the other hand, I think we should proceed with caution when dealing with China. It is certainly a market with good potential, but with serious pitfalls. It is a market that needs close attention by our government to insure that level playing field that I mentioned earlier.