Dawn (Rodriguez) Sarro, vice president of Sovereign Bank's International Trade Banking Group, is the new chairwoman of the CT District Export Council. The DEC is affiliated with the U.S. Department of Commerce and is a statewide voluntary advisory group comprising experienced international-trade executives drawn from business, banks, trade and business associations, educational institutions and state and federal government. The council supports a wide range of international trade assistance programs including educational seminars, conferences and workshops, and business matchmaking. It also facilitates access to state and federal international-trade-related information and resources.
     Sarro spent more than a decade working at the International Division of the Connecticut Department of Economic & Community Development before embarking on a banking career in 2000. She recently talked with ThinkGlobal Connecticut about her goals for the DEC in 2004.

Why did you accept the position as chair of the DEC?
I was delighted to be asked to chair the DEC because it is made up of so many dedicated individuals. Trade is not a spectator sport. The DEC is in a unique position to promote trade in Connecticut by drawing on the energies not just of our active exporters, but also their suppliers, the workforce, our educators, political leaders and even the general public.

What do you see as the DEC's most significant strength?
The membership. The DEC has some 51 members who serve voluntarily and who are all active in international trade - primarily exporting. DEC members are executives from manufacturing firms, banks, trade organizations, international freight forwarders, law firms, universities and consulting firms. These individuals give their valuable time and energies to assist in the promotion of exports from our state.

How do you hope to leverage your background and experience in guiding the DEC in the coming year?
I have experience in the manufacturing sector, the public sector and trade finance. Each of these areas broadened my understanding of international trade-related issues. There are many stakeholders in a statewide trade system, each of whom can offer a valuable perspective. I can see things from different angles due in large part to the variety of trade positions I have held.

What are your goals for DEC?
My primary goal is to increase participation. Although we are extremely fortunate to have a very active group in Connecticut, I believe we can still reach out to more individuals who can have a positive impact on the council. I would like to see the DEC hold three plenary meetings per year, with special committees meeting more often. Another goal is to have DEC members devote anywhere from six to 12 hours annually to council activities. Also, I am encouraging each of our members to bring in new participants from industries that are not currently represented.

How would you assess the effectiveness of the export promotion partnership between the state and the U.S. Export Assistance Center?
We are fortunate in Connecticut to have a mutually beneficial working relationship between the state and the U.S. Commerce Department. The partnership is based on a strategy that eliminates duplication of trade promotion efforts. It leverages federal programs and enables the state to focus on other issues, such as foreign direct investment.

What do you view as the greatest opportunities for Connecticut exporters and why?
Connecticut exporters can take advantage of a variety of training programs, seminars, conferences and workshops sponsored by the District Export Council. These programs are designed to assist small to medium-sized companies in entering foreign markets. The Export Assistance Center in Middletown is staffed by very knowledgeable trade specialists who can assist in customizing an export action plan. The U.S. Commerce Department offers cost-effective programs designed to connect Connecticut companies with buyers overseas. And those programs are working. In Connecticut, more than 22 percent of all manufacturers are exporting; this is well above the national average of 12 percent.

What are the chief obstacles to taking advantage of those opportunities?
In my opinion, the chief obstacles include not taking advantage of the resources that exist right in our own backyard. It is important that firms reach out and network in order to find the resources that will help in their exporting efforts. Moreover, a healthy dose of patience and persistence is required. And, when inroads are finally made in a given market, it is so important for the U.S. firm to visit in person and support its marketing efforts. This shows true commitment to the market and to the company's local distributor or representative.While the short-term outlook for U.S. exports and the trade balance is not particularly favorable, we must not lose sight of our longer-term economic and commercial interests. Successful export development efforts require an extended commitment of human and financial resources.

Dawn Sarro can be reached at 860-570-3219, dsarro@sovereignbank.com