Over here on the BMF's inward mission of buyers, the three were pressganged into sitting on the panel for the discussion into how UK firms could export to the US.

After presenter David Pilvelait - the US man on the BMF research - had pointed out the US market is not one for traditional British reserve (these buyers, said Pilvelait, have hard hearts and eat their young), the three US buyers backed him up all the way.

The two major points that came out from the meetings were that a UK company needs a local presence. And whoever is on the ground in the US has to have a thick skin.

"Availability and persistence, " said Paul Larussa. "I get 50 calls, 75 to a 100 e-mails each day, " said Lowe. "Most get ignored." "The easier you make it, the easier it will be, " said Larussa.

"More than 2/3rds of approaches are rejected outright because I already carry the products, " said Lowe. "Bring me something unique, or don't bother.

Bring me packaged goods that sell themselves."

Spinlock came in for good comments from both Lowe and Vanguard's Steve Perry. According to Lowe, Spinlock scored points by designing and building special POS display units for his stores. And Perry - with a testimonial for the inward mission set up by the BMF - said he had seen Spinlock's products in the US, but hadn't seen the full range until he got over here. "They are unique, " he agreed with Lowe.

And be warned, said the buyers. You may not make instant profits in the vast US market. One Australian manufacturer had to bear a $4 per unit loss for the first year. After that, he was home and dry.

Other points pressed home were the necessity to take product samples, plus all printed materials - price lists and promotional material - produced in American. "An American doesn't know what a caravan is, " said Pilvelait. "He talks about RVs."

Make the packaging sell the product, said Lowe. And make sure the packaging is easily understood.

Make sure you work out your return merchandise policy, said Pilvelait.

Someone has to pay for that product and it won't be your US dealer."