August 6, 2004

Europeans would much prefer that a relationship be developed before any business is started. Besides Europe, this last statement strongly applies to Japan. If there is one country where ‘sales preliminaries’ are of the utmost importance, it is in Japan. There are many different traits between the Japanese culture and the North American way of doing things, especially as it relates to business. Many books have already been written on the subject and companies wishing to sell there are advised to read on the subject.

When in other markets, think local not international
You will need more than a foreign language in search listings and on your landing pages if you really want to score it big on the international scene. For example, there are certain words or phrases that just cannot be translated by certain translation software or similar tools. You will need a good translator—- ideally one that lives there and is very proficient in his or her mother tongue.

Another important consideration would be pictures or graphics that faithfully represent the local lifestyles or their specific cultures. Depicting the North American lifestyle would be a big mistake, since many Europeans, some Asians and even some Latin American countries don’t specifically approve of it.

Tailor your audience to your respective local markets. If you are marketing women’s handbags in China, make sure you research that market before trying to enter it. China is very different from the US and the Chinese people would prefer if they would be treated differently, in a way that applies to their habits and lifestyles.

Once you’ve successfully entered a foreign market, and if your company has gained a good percentage of that market, you should consider opening a physical office there.

Next: Sell reputation over cost >>>

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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