INSIGHT ASIA

SOUND ADVICE

Speaking at the recent UKTI Asia Task Force Explore Asia event, eight successful UK exporters share their tips for doing business in the region

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ROBBIE SWALES is a director of Steps, a provider of drama-based corporate training. The company is active in Delhi, Mumbai and Bangalore, and its clients include American Express and HSBC. “Indians don’t like to say no – be patient and acknowledge that there will be challenges, especially in negotiations. If you do this, you won’t get frustrated. Integrate your expertise with local talent – fi nd a trustworthy local representative or partner to build your fi rm. There is a different type of loyalty there – people will recommend you to others even if they haven’t used your services, which happened to us on a number of occasions.”

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ALAN PEEL is managing director of ALTEK, which develops systems for the recovery and recycling of aluminium. Market leader in China, it has won 16 projects over the last six years. “Be prepared to travel to China personally, which will gain you respect from potential clients. Work with good local partners. They act as your eyes and ears on the ground and will help you identify genuine business opportunities and provide after-sales support. Offer advanced technology to differentiate from the local competition and provide good return on investment. Be prepared to negotiate, don’t be afraid to walk away and spread the risk.”

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RICHARD KAYE is CEO of Fired Up, a UK and China-based manufacturer of electrical goods including the Corby Trouser Press. “Establish and maintain strong relationships. Select the right person to head up your operation and share some equity with them. Pay better than average wages to attract and retain the best personnel. Create products with an international appeal that can be shipped from China worldwide to benefi t from low-cost production and single ship effi ciencies.”

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PAUL HUSSEY is CEO of Strix, an electrical components company. Active in Asia for 20 years, it has 630 employees in the region. “UK businesses coming to China shouldn’t do so just to take advantage of lower wage rates – which are now rising fast. They should be focusing on doing business locally and growing with their local customers. Get the right support and advice through organisations such as UK Trade & Investment – local knowledge and insight can really help navigate the different business and cultural landscapes of each market.”

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SIMON NORTHROP is vice chairman of M&C Energy Group, which helps businesses improve energy effi ciency. Operational in Malaysia and Thailand, the company employs more than 500 people globally. “Don’t challenge authority and always be polite. Ensure that you’re clear with explanations to avoid information being misinterpreted. Always verify language skills. Spoken English is not well tested up to university level in Thailand. Learn and be respectful of Thai culture. It generates huge loyalty. Research opportunities in Malaysia. It is the least complicated country to work in for an English-speaking company in Asia.”

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MIKE ANDREWS is CFO of Global Immersion, which specialises in the design and build of digital planetaria and 3D and 4D theatres. Its clients include Disney and NASA. In 2011, Asia-based customers accounted for 22 per cent of its sales. “Accept there will be different ways of doing business from country to country and ensure you are aware of local customs and etiquette. In Taiwan, trust is often considered more important than the contract itself. Focus on building strong and sustainable relationships and be prepared for high levels of bureaucracy. Work with UK Trade & Investment, whose reputation is well founded.”

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JACQUELINE BECKINGHAM is design director of Benoy, an international fi rm of architects with offi ces in the UK, Abu Dhabi, Hong Kong, Beijing, Shanghai, Singapore and Mumbai. “Never underestimate the importance of spending time in India getting to know your clients and the way they work. Each client and project varies so much, so listen and learn. Their way of doing business is often quite conservative – you need to respect this and adapt your approach accordingly. The Indian pricing structure is very different from the West. Have a positive attitude, lots of patience and don’t forget to do your research.”

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PAUL SMITH is executive chairman of Harvey Nash Outsourcing, an IT provider and professional recruitment consultancy operating in Vietnam. “With 83 per cent of all graduates possessing a science degree, its highly skilled workforce makes it an attractive market for any technology or science business. English is widely spoken – it’s one of a few countries in Asia with a roman character set, so you won’t have as much of a language barrier to overcome.”

GET ON THE ASIA MAP

UKTI’s Asia Task Force wants to hear from other inspiring UK-based companies operating in Asia – share your story and personal experiences in its showcase at www.businessinasia.co.uk/case-studies or see more from the Explore Asia conference, including messages from Theo Paphitis and Tamara Mellon, on the UKTI’s channel at youtube.com

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ASIA TASKFORCE

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