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AMANI

High-Tech Export Consulting · since 2003

High-technology exports to the Middle East.

Schedule a meetingSee the background
years in international business
40+years in international business
negotiating languages
5negotiating languages
mechanical engineering, 1974
ITAmechanical engineering, 1974
AMANI, São José dos Campos
2003AMANI, São José dos Campos

The agreement

From first contactto a closed deal.

Behind every international contract are months of preparation, cultural reading and trust built step by step. That is the path AMANI walks with your company — all the way to the handshake.

The route

From Brazil’s aerospace hubto the Arab world.

São José dos Campos is Brazil’s aerospace hub, home to the Air Force’s aerospace science and technology centre (DCTA) and to ITA, where Khaled graduated as an engineer in 1974. From here, AMANI connects Brazilian technology companies with buyers and partners in the Middle East and North Africa.

São José dos CamposGulfLevantNorth Africa
Arabic-speaking countries
22Arabic-speaking countries
regions: Gulf, Levant and North Africa
3regions: Gulf, Levant and North Africa
shared business language
1shared business language

Business culture

In the Arab world, “no” is rarely said out loud.

Many companies arrive in the Middle East expecting a yes or a no. The answer usually comes in another form. Those who cannot read it misunderstand — and decide wrongly.

  1. “That is a good idea.”

    How it sounds to a newcomerThey liked it. The deal is on track.

    What it usually meansCourtesy. Not a commitment — yet.

  2. “We will look into it.”

    How it sounds to a newcomerThey are evaluating the proposal.

    What it usually meansOften, a polite refusal.

  3. “Come and have coffee with us.”

    How it sounds to a newcomerA kind gesture before the meeting.

    What it usually meansThe negotiation has already begun. The relationship comes before the contract.

Technology is sold on specifications. In the Arab world, it is also sold on reading the context. AMANI prepares your company for both conversations.

Solutions

From diagnosisto the negotiating table.

Every project has its own scope. AMANI steps in where your company needs it — from the first study to following the negotiation through.

  1. 01

    Export readiness diagnosis

    Product, capacity, goals and risks. Is your company ready to export? What is missing?

    Deliverables

    • Gap and priority map
    • Product and capacity assessment
  2. 02

    Market intelligence

    Which countries, which buyers, which competitors, which barriers. With sources and limits stated.

    Deliverables

    • Priority countries and buyers
    • Competition, channels and barriers
  3. 03

    Market entry strategy

    Compare paths, set priorities, define the channels and partners to reach the market.

    Deliverables

    • Entry paths compared
    • Channels and partners defined
  4. 04

    Commercial and cultural preparation

    Value proposition, materials, arguments and posture for the meeting with an Arab counterpart.

    Deliverables

    • Adapted value proposition
    • Meeting preparation
  5. 05

    Proposals and negotiation

    Support in building technical-commercial proposals and following each stage of the negotiation.

    Deliverables

    • Technical-commercial proposals
    • Follow-up at every stage
  6. 06

    Training and lectures

    Arab business culture, technical sales to the Middle East, high value-added products.

    Deliverables

    • Tailored lectures
    • Sales team training

Background

Those who have negotiated with governmentsknow what is at stake.

  1. 1974Mechanical EngineeringAeronautics Institute of Technology — ITA
  2. 1985International careerInternational sales and foreign trade
  3. AvibrasSales to governmentsHigh-technology systems for foreign governments
  4. AlgeriaJoint ventureRailway project with the Algerian government
  5. 2003AMANIConsultancy in São José dos Campos
Khaled Sarout
Eng. Khaled Sarout
At the AMANI stand, at a business fair.
At the AMANI stand, at a business fair.

Who leads

Khaled Sarout

Engineer · Managing partner of AMANI

A mechanical engineer who graduated from ITA, he was international sales manager at Avibras, negotiating high-technology systems with foreign governments, and worked in Algeria as deputy director of a joint venture with the local government. Brazilian and Lebanese, he negotiates in five languages.

  • AvibrasInternational sales of high-technology systems to foreign governments.
  • AlgeriaRailway joint venture with the Algerian government.
  • Teaching and lecturesForeign trade, Arab culture and sales to the Middle East.
Full background

Sectors

Where engineeringdecides the sale.

High value-added products call for someone who understands both the specification and the negotiation. These are the sectors in which Khaled’s experience was built.

Method

Five stages.Each one ends in a decision.

Including the decision not to go ahead. No stage starts until the previous one is clear.

  1. 1

    Understand

    The company’s goals, product, capacity and context.

  2. 2

    Investigate

    Markets, competition, channels and entry conditions.

  3. 3

    Prioritise

    Compare opportunities and choose the focus.

  4. 4

    Prepare

    Value proposition, materials and approach.

  5. 5

    Advance

    Follow the next steps, within the agreed scope.

Languages

Five languages.No intermediary.

Let’s talk.

The conversation takes place in your counterpart’s language — led by someone who understands the product.

Frequently asked questions

Before thefirst conversation.

Does AMANI work with companies that have never exported?

Yes. The work can start with an export readiness diagnosis, showing what the company already has and what it needs to prepare before approaching the market.

Does AMANI guarantee buyers or contracts?

No. No serious consultancy can guarantee that. The work structures the analysis, the preparation and the approach; the purchasing decision always belongs to the buyer.

Can a specific country be studied?

Yes. The scope is defined with your company: country, segment, depth and sources. The study states its own limits.

In which languages do you work?

Portuguese, Arabic, English, French and Spanish — in meetings and in written materials.

How does the first contact work?

You send the context through the form or WhatsApp. An initial, no-commitment conversation follows to assess the fit. If it makes sense, AMANI presents a scope proposal.

Does AMANI give lectures?

Yes, for associations, institutions and companies. Topics: Arab business culture, technical sales to the Middle East and the international sale of high value-added products.

Contact

Is your company consideringselling to the Arab world?

Tell us the context. The first conversation is to understand whether — and how — it makes sense to move forward.

What happens next

  1. 01We read the context you sent.
  2. 02An initial conversation, with no commitment.
  3. 03A scope proposal — if it makes sense for both sides.

The message goes out already filled in, by email or WhatsApp. Your details are used only to reply to this contact.

Prefer direct contact?Contact AMANI