The A-Z of Exhibiting OverseasWritten by Susan Friedmann
Continued from page 1
Nail negotiating. Negotiating in international business is extremely complex. Socializing is often considered essential to negotiating process. Learn cultural rules, especially as they relate to timing and how business is conducted. Patience is often a real virtue. Offer quality and uniqueness. High quality products and services are expected, particularly when dealing with Japanese and South Koreans. The packaging is as important as product. If your products and services compete directly with native companies, there needs to be something unique in technology, innovation, design, styling or image to gain acceptance in Asian market. Plan on having a third-party contact. Many Asian and Latin American cultures prefer to do business with people they know. Meeting right people often depends on having right introduction. If person you wish to meet respects your intermediary, then chances are you too will be respected. Question whether "no" really means "no." Much confusion, frustration and irritation can occur when different cultures communicate real meaning. In some countries, such as France, "no" can often mean "maybe’ and "maybe" can mean "no." In many Asian cultures, individuals will not say "no" outright. Rather, they use subtle clues, for example, saying "It’s very difficult," or "I’ll consider it." A "yes" or a nod of head may very well mean "maybe" or "I understand," instead of it being affirmative response you might interpret. To avoid saying "no," Koreans in particular will often give you answer they think you want to hear. Learn to listen to subtleties by asking open-ended questions. It is at times like these that a cultural mentor can be particularly helpful. Recognize role of women in business. Research customs of country you are visiting as they apply to women. Although female business travelers account for one of fastest growing segments of travel industry, problems still exist. Be prepared to prove yourself as you may not be taken as seriously as your male counterparts. Familiarize yourself with local and regional attitudes and cultural differences about women in business. This will help to define your approach and avoid potential problems and embarrassing situations. However, business overseas is based on trust and relationships. And women, like men, are responsible for creating necessary rapport to accomplish their goals. Supply all your company representatives with bi-lingual business cards. In Europe and Asian societies, business cards are essential. They act like a business passport. For countries where English is not widely spoken, have cards printed on reverse side in local language. This is best done in country you are visiting. Also be aware of specific etiquette that exists, particularly in Asian countries, for presenting cards. For example, in Japan, business cards are exchanged ceremoniously using both hands and a bow. Both parties will read and study card. It is extremely impolite to write notes on card or shove it in your pocket. Train your people. Make sure that people who represent your company at overseas shows are well trained and know and understand cultural differences of people with whom they will interact. They should know how to greet and address visitors. Formality is norm in Europe, whereas a more casual and friendly style is acceptable in U.S. Understanding different business negotiating styles, conversation sensitivities, and how women are treated in business, is essential, in addition to knowing eye contact, handshakes, body posture and spatial distance differences. The key is to develop relationships of trust and sincerity as they are critical for successful business. Use ATM’s (Automated Teller Machines) to get local currency. They give you wholesale exchange rate of 5-10%, which is a far better rate than you would get at hotels or currency exchanges. Always try to purchase enough local currency before leaving home to pay your transportation from your destination airport to your hotel, plus a little extra for tips. Value different decision-making processes. The key is not to sell but rather to build relationships. Decision-making differs around world. For example, in Asian cultures, it starts from lower levels in organization, and works its way up ladder. Many times, lower level employees will visit a trade show to gather information, which they will include in a report to a higher manager. Don’t expect a decision from an initial meeting. Decisions are usually made collectively, and process is often slow and thorough. However, once a decision is made, especially in Japan, a quick execution is expected. The key, once again, is to do your research. Watch out for cultural differences. Know and understand cultural differences of people with whom you will interact. Be sensitive to color and symbols and their meanings in different countries. For example, mourning is symbolized by white in Asia, purple in Brazil and yellow in Mexico. If your product, packaging and literature are in wrong color, you will lose sales. Red and yellow are lucky colors in China — conversely, never use red printing in South Korea. In many of Asian countries, number four denotes death and should be totally avoided, including products packaged in fours. If possible, avoid number nine, as it has connotations of suffering. Seven and eight are considered lucky. Be safe and always do your research! Expect to follow-up personally. Personal contact and immediate follow-up after show is best way to establish foreign buyer/seller relationships to produce future orders. Yield to a time investment. Building relationships is a key component to doing business overseas. Behavioral differences are real. It is wise to recognize them and to make allowances when doing business. Willingness to cultivate business contacts through personal visits plays a major role in export success. Plan regular visits to your major buyers, agents, or distributors. Be available, interested and quick to react to problems or complaints. Zero in on fact that doing business overseas demands time and patience. It may take several appearances at trade shows before your company is taken seriously. Foreigners want to feel confident that you are sincere and totally committed to your involvement in their country.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
| | Get Traffic & Sales Using Discussion ForumsWritten by Jean Sutherland
Continued from page 1
3. Success in getting your post read is your first priority. Subject lines MUST catch a persons eye in order for them to open it. Stick to topics that are hot or create your own hot topic. That way your message is right at top. People like to look at hot topics and busy threads. 5) When posting or responding to a topic, use keywords that people using search engines would use to find that topic. Put those right in subject line since search engines do index many popular discussion boards. 4. Keep in mind that message boards are also websites and search engines pick up keywords. Make sure you use a lot of good keywords in body of your message and also in subject line if possible. 5. As well as keywords, offer a link to someone that is free that people can use. An ebook, a free software program etc. The link alone will bring people back to topic time and time again, bringing more and more traffic. 6. Signature files...you should already be using a signature file with your emails but make sure to use them every time you post. Make sure it explains your site and your product. This will also count as sites that link to your website and thereby increase you popularity and rankings. Make sure you do it tastefully or you will see your message tossed very quickly. 7. Make sure you are contributing something of value when you participate in these communities. Once you start to become a valuable contributor others will be more trusting of you and will feel safe making purchases from your site. 8. Forum etiquette. Make sure you follow rules to a "T" or you will develop a reputation for being combative. So many people attack others and if you must respond to someone attacking you, take it to private messages. Attacking others or attacking in defense will drive business away from your site faster than you can blink an eye. Before you post any message, read it carefully and make sure it does not sound combative. Always read your posts before hitting submit button. 9. Posting on a regular basis will give you more traffic than you dreamed of. Set aside ˝ hour a day to monitor boards and to post on some. It should pay off very nicely in end.
Jean Sutherland has successfully run her own ezine for over 5 years and has a subscriber base of 35,000. Her ezine revolves around people doing business online and beside offering free software, it also provides traffic & marketing tips, informative business articles, free ebooks and computer tips for those trying to work online. http://www.emailpromotions.net
|
