Export Smarter, Not Harder: How Trade Data Reveals Your Ideal Buyer
Trade data shows who buys, how often, and at what price bands. This guide explains how to use HS classifications and shipment patterns to find ideal buyers, rank markets, build a target list, and start evidence based outreach that earns replies.
Trade data shows who buys, how often, and at what price bands. This guide explains how to use standardized customs data to identify ideal buyers, rank markets, and start evidence based conversations that convert.
Why trade data works
Customs records are standardized and time bound, they show real purchases rather than intent. By reading the pattern of shipments under the correct classification, it is possible to see active demand, buying cycles, and price realism in each destination market.
Key definitions
Harmonized System (HS) code is the global goods classification used by customs. Digits 1–6 are harmonized worldwide, many countries extend to 8 or 10 digits nationally. HS‑4 is used for market sizing, HS‑6 is used for product fit and duty checks. Average unit value (AUV) is import value divided by quantity for a code, used to sanity check price bands.
Signals that reveal ideal buyers
- Recency, days since the last import at HS‑6 in the destination market.
- Frequency, number of import months in the last 12, steady activity reduces one off risk.
- Volume and growth, shipment values or quantities and their direction.
- AUV fit, price band alignment in the chosen HS‑6.
- Supplier diversity, multiple origins suggest openness to new suppliers.
- Lane clues, ports and routes indicate lead time expectations.
Method, from code to conversation
1) Confirm the right HS levels
Select the HS‑6 that matches the essential character of the product, keep adjacent subheadings for substitutes. Retain the HS‑4 for demand sizing across countries. Record the decision and legal basis to support quotes.
2) Map demand and select markets
Pull three to five years of HS‑4 imports per country. Rank by size, growth, AUV fit, and month to month consistency, keep the top five to seven markets for the first pass.
| Signal | Measure | Reason |
|---|---|---|
| Size | Latest annual import value | Indicates total spend |
| Growth | YoY or 3 year CAGR | Shows momentum |
| AUV fit | Value per unit at HS‑6 | Checks price realism |
| Consistency | Import months in last 12 | Reduces one off projects |
Data sources include UN Comtrade, national customs portals, and partner datasets.
3) Move from flows to names
In the selected markets, triangulate likely importers using procurement portals, sector directories, distributor networks, and shipment records where permissible. Build a first list of 150 to 300 entities to learn quickly while preserving personalization.
- EU TED and SAM.gov for tenders.
- Association member lists and sector directories.
- Distributor and integrator networks in the category.
4) Build a target account list
Normalize entity names, merge subsidiaries, deduplicate by domain. Track fields that drive prioritization and messaging.
| Field | Description | Use in outreach |
|---|---|---|
| Importer | Legal entity or trading name | Personalization and verification |
| Country | Destination market | Local approvals and timing |
| HS‑6 focus | Primary subheading imported | Subject line and credibility |
| Last import | Days since last shipment | Recency signal |
| Import months | Count in last 12 months | Frequency signal |
| AUV | Value per unit at HS‑6 | Price fit check |
| Ports and origins | Top lanes for the account | Lead time and lane proof |
5) Enrich decision makers
For each account, add a procurement lead, category manager, or technical or plant manager. Verify email quality, add a phone number and a profile link where available.
6) Write evidence based outreach
Reference the HS‑6 and a recent activity cue, for example recency or frequency, then state the specification and approvals. Ask for a short fit check, keep the copy concise and specific to the subheading and market.
7) Prioritize and run a weekly loop
Start with the highest scoring accounts, call the top fifth the same day, then repeat with two new markets or segments next week.
Simple buyer readiness score
Normalize each signal to 0–100, then apply weights. Sort descending to plan outreach.
| Signal | Weight | Notes |
|---|---|---|
| Recency | 0.30 | Days since last HS‑6 import |
| Frequency | 0.25 | Import months in last 12 |
| Volume trend | 0.20 | Recent value or quantity changes |
| AUV fit | 0.15 | Price band alignment |
| Supplier diversity | 0.10 | Multiple origins indicate openness |
Worked example
Category, motorized valves. HS‑4 for demand mapping, 8481. HS‑6 for fit, 8481.80 considered. Rank markets on size, growth, AUV and consistency, shortlist five. Build a list of distributors and OEMs from directories and tenders, enrich contacts, then send a short note referencing recent imports under 8481.80 in each market.
References
- UN Comtrade, global trade statistics.
- WTO tariff tools, duty and preferences by country.
- US HTS, United States tariff schedule.
- EU TARIC, EU tariff and measures.
- OEC data resources, trade and partners.
FAQ
How many HS codes should be tracked
Track one primary HS‑6 that matches essential character, plus one or two adjacent subheadings for substitutes. Also retain the HS‑4 for demand mapping.
What if importer names are not public
Use flows to pick markets, then triangulate likely buyers with tenders, sector directories, and distributor networks. In outreach, reference HS‑6 activity so qualified buyers self identify.
How large should the first prospect list be
150 to 300 accounts across five to seven markets is a practical starting range, large enough to learn, focused enough to personalize.
What reply rate is reasonable
A 5 to 8 percent reply rate within two business days is a healthy baseline for HS referenced outreach. If results lag, review HS‑6 targeting, value clarity in the first sentence, and approval alignment.
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