Why communication is so important when selling to a global market
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Today it is
easier than ever to start and run a global business.
Our advances in technology has made the world
shrink into one manageable market.
You can sell your product to customers in Bangkok
as easily as to costumers in Florida. All you
need is a good product and the willingness to
work hard for your idea. Today it is easier
than ever to start and run a global business.
Running a global business successfully means
you have to be crystal clear in your communication.
Communication is defined as sharing information
with others. You have to inform the public about
your business and your product. And you have
to do this in such a way that people will end
up buying your product.
So whether or not your business is going to
succeed depends on how good you are communicating.
You have to make sure your potential customers
understand what you are talking about and what
your business is all about.
If you want to succeed in selling your product
in a foreign country you have to be aware of
the cultural, politic, linguistic and social
situations in your targeted country. You have
to make sure your information is presented in
a correct and suitable way for the foreign market.
To be able to share your information with your
potential customers and prospects you have to
speak their language. The best way of doing
this is to actually inform them in their own
language using anecdotes and terminology
they are accustomed to. This gives them a feeling
of security and familiarity, and they are more
likely to trust you and buy from you instead
of your competitor.
Did you for instance know that in Japan the
colour white represents mourning? So if you
are selling party gifts to Japan make sure you
dont wrap them in white paper! The examples
of businesses not succeeding because of such
cultural misunderstandings are many. Make sure
you dont make this mistake!
This means you might have to adapt your communication
strategy. The sales letter that works at home
might not bring any sales in a foreign market.
Have a look at your web page, your brochures,
your information leaflets etc. Is this information
presented in a suitable way for the foreign
If you fail in bringing your message across
- your business will also fail. If you cant
excite the people about your product
if you cant get them to trust you
you will not be making any sales.
So make sure your business will be a success
and get your information ready for the foreign
© 2003 Anita Karlson Henssler
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