Georgia Exporter Spotlight: Pyrotechnic Specialties Incorporated (PSI)

A Q&A interview with Brad Swann, Sales Director

County: Peach

Industry: Defense

Pyrotechnic Specialties has been a leader in the Pyrotechnics and Explosives industry for over 50 years. The company supports the U.S. and many foreign military services with custom compositions, pellets and devices. PSI manufactures energetic components and fuses for ammunition, impulse cartridges for ejection of stores, and counter measure flares on fixed wing and rotary aircraft. In addition, PSI produces BKNO3 pellets and powders used in rocket motor ignition systems. Delay compositions, signal devices, and pyrotechnics used in military accessories are also a large volume of PSI’s sales. PSI’s specialized manufacturing facility is headquartered near Byron, Georgia, USA, and employs more than 100 skilled professionals and technicians.

How long has your company been exporting?

Originally the company was formed as strictly a U.S. government contracting company. In 2000 the CEO decided to expand the company's markets and goals so I was brought on board to develop PSI’s international sales department. We have been exporting internationally for close to 20 years now.

 

What motivated your company to start selling internationally?

I was hired to grow the company's markets and customer base. I knew that exporting was an excellent way to accomplish these goals. The motivation was financial as well as strategic.  One of our first markets was Thailand, but we arrived at it indirectly. I took advantage of a catalog exhibition in Malaysia offered by the U.S. Commercial Service.  I sent a number of catalogs to be displayed in a defense sector catalog exhibition for a small fee.  A representative from Thailand attended the show, took one of our catalogs and contacted me.  Twenty years later I am still working with this client, and still receiving annual orders from him. This is one example of how making use of the resources available to exporters can enable companies to grow.

 

What is the biggest lesson your company has learned about exporting?

Over the years our company has learned numerous lessons about exporting. First it is vital to the health of a company to grow its international business. Every year PSI increases sales with existing clients as well as with new customers. Continuous international sales growth can help successfully offset slowdowns in the U.S. economy.

Secondly to sell defense products internationally, U.S. export licenses are required. Licensing is handled by the U.S. Department of State (DOS), and requires that the DOS vet the buyer/ end user. This process ensures that we are dealing with “good guys” and not undesirables.  Applying for an export license can be tedious and complicated, but as I have become more experienced with the process, it has become much is easier.

 

The third big lesson we learned was how to navigate the payment system for international sales and how to mitigate our risks. The resources available at the state and federal levels were very helpful in this regard.

 

How has GDEcD's International Trade Team helped your company? OR What outside resources have been helpful in achieving success internationally?

GDEcD's International Trade team has been extremely helpful over the years. For a small company with limited resources, we have found the state and federal services to be an integral part of our international growth.

 

I have participated in different trade shows where GDEcD hosted a booth and PSI co-exhibited with other Georgia companies. Thanks to participation at these shows I have acquired international customers and partners and increased sales significantly. I have also participated in trade missions organized by GDEcD.

 

GDEcD's international trade representatives have been extremely helpful providing PSI with reports offering vital market research. These reports enabled us to learn about opportunities and challenges in a variety of markets, as well as establish contacts with potential customers or representatives. The GDEcD international trade representatives also facilitated partner and customer contacts and in-country appointments for us. 

 

I have frequently used the services of the Atlanta office of the U.S. Commercial Service. They have been helpful in connecting me with their colleagues at U.S. embassies and consulates around the world.  I have used their Gold Key Service and participated in catalog exhibitions.  Most recently they assisted with facilitating a payment from an international customer.

 

The Metro Atlanta Export Challenge grant program offers exporters the possibility opportunity to apply for a $5,000 grant to help with export growth. 

 

What advice do you have for companies that are just starting to export?

THE GOLDEN RULE:

•  Use good business sense and ethics

NEVER GIVE UP;

•  The international arena can be one of continuous growth for your company if you dedicate the resources to grow it, and continue efforts to pursue growth.        

ASK FOR HELP:

•  Take advantage of the state and federal resources, including the GDEcD International Trade group, the International Trade Center of the University of Georgia’s Small Business Development Center, and the U.S. Commercial Service.  

HAVE A PRESENCE:

•  Attend or exhibit at international trade shows as often as possible. These events provide an understanding of the local market as well as new contacts and opportunities that last a lifetime. 

KNOW YOUR PRODUCT:

•  Focus on having a quality product which can be delivered in a timely manner at a competitive price. The global marketplace is highly competitive!

PRACTICE MAKES PERFECT:

•  The more you export, the easier and more comfortable the process becomes.

What has been your biggest export achievement?

Successfully exporting into Korea was probably PSI’s biggest export achievement. Korea’s focus on quality products at competitive pricing and responsive delivery timetables makes Korea a challenging market to enter.  I tried for 15 years to enter the Korea market but did not have the right contact. Finally through a professional acquaintance at a trade show I was introduced to someone who turned out to be the right contact. 

GDEcD is ready and willing to help you and your company achieve your international sale goals. Just ask for help.

### 

Are you a Georgia business looking for help growing your international sales? Find out how Georgia’s International Trade Team can help at Georgia.org/Trade.