FOCUS ON: INTERNATIONAL TRADE Getting your message across


One of the other specific elements which makes international trade different from doing business domestically is that you may be dealing with people who don’t speak the same language. It’s not just a linguistic issue – it could be cultural too.


Something in your marketing material which is amusing in one language could be insulting or offensive in another. In fact you can still run into trouble in countries which apparently use the same language. Who could forget the “Nothing sucks like an Electrolux” vacuum cleaner advert that turned out to be less than a roaring success in the United States?


There are specialists among our Chamber members such as Sally


Walker, whose company offers expertise in more than 80 languages. Most commonly requested are Spanish and German followed by French and Italian and there is significant growing interest in Chinese. Sally explained: “We use mother tongue linguists with a detailed knowledge of the particular nature of the business being undertaken, whether it is a matter of translating marketing material, translating a legal document or providing live interpretation to assist in a contract negotiation. “This is sophisticated work because it is not just a question of providing an accurate translation, it is about getting the right message over in the most appropriate and suitable way to match the culture you are hoping to work in.”


Navigate the system


Some companies who could be successful exporters turn down the opportunity is because of the complexities of the process. The questions are endless and certainly appear daunting at first sight. How do you know the customer enquiry is genuine? Do you know what contractual arrangements apply in the country you are dealing with? How can you be sure you get paid? Does your product meet local regulations? Where do you find the best value shipper? The list goes on and on.


But take heart because plenty of help is at hand. Apart from private advisers, exporters of all sizes and experience can get advice from Acorn Interactive, a new online Business West service, which brings together international expertise for import and export with all the necessary tools and information. Lyn Palmer, from Business West, said: “We have combined online services from the best international trade partners and trade information built up from years of experience so that we are in the perfect position to help any business trading overseas. “It is fair to say that the paperwork looks to be something of a maze. But we can help simplify the whole process, helping to identify which is the most appropriate means of payment and to ensure all legal and other documentation is in order. We’ll help with research so you properly understand the market, the language and the culture of the people with whom you will be doing business.” Many issues are more practical, though just as vital. Some countries require independent testing or a pre-shipment inspection. Another question is how you are going to transport your goods? That will depend on a variety of factors such as how quickly they are required, how they need to be packed, the weight/bulk of the goods and whether they are fragile or perishable. Whichever way the goods are transported will have a bearing on the final cost you need to charge.


‘Whichever way the goods are transported will have a bearing on the final cost’


Sign of the times


The issue of transport costs was a new factor for a Bristol Chamber of Commerce member company to take into account after it took a stand at a Birmingham trade show and a representative of an airport in Oman enquired about the attractive signage they had on display. Universal Aluminium general manager, Peter Cawley, admitted they had to consider the deal carefully but saw the obvious benefits. He said: “We recognised the opportunity and spoke to our bank about the way in which payment was arranged. However, they were poles apart from what the Omani Bank had in mind and so we fell back on the tried and tested Letter of Credit route through the Chamber of Commerce which is accepted around the world.


“The great thing for us is that we now have a foothold in that part of the world and we are already looking at doing more business both in Oman and the surrounding region.”


20 Business West Update JANUARY/FEBRUARY 2012


Partnership working


UK Trade and Investment (UKTI) is another excellent source of advice and has recently been promoting the idea that SMEs could enter the export market by working in collaboration with much larger companies.


UKTI chief executive Nick Baird said: “We can offer British companies of all sizes access to our global network of expertise to help them win more of these high value opportunities which in turn will contribute to the delivery of a stronger economic recovery and long- term sustainable growth for the UK. “Critically, we are developing new partnerships with key businesses and organisations which support SMEs, using their networks to raise awareness of the benefits of exporting.”


There are any number of large scale international projects and contracts which offer huge opportunities. For example, Brazil will be spending more than £10bn on the Rio 2016 Olympic Games infrastructure. Meanwhile, China is planning to improve its healthcare by building no fewer than 2,000 hospitals, which UK companies have the expertise to build.


UKTI, which has a presence in 96 countries, has also commissioned a report called “Smart cities of the future in Asia: The opportunities for UK business” which will set out city profiles, principal business challenges as well as main developments and opportunities. “This research is incredibly insightful as it analyses and benchmarks ten key markets in Asia with wide-ranging growth opportunities for UK businesses. The key sectors are the built environment, education, energy and environment, health, technology and transportation,” said Nick.


The complete report will include information on Japan, South Korea, Indonesia, Taiwan, Thailand, Malaysia, Philippines, Hong Kong, Singapore and Vietnam and is due to be published in February. In short, there are opportunities to do business all over the world. It is true there are difficulties to be overcome, but advice is available from a variety of sources and profits are available which will not only benefit your own business but will contribute to a return to profitability of UK plc.


If you are considering doing business overseas, contact www.acorninteractive.co.uk or talk to your local UKTI International Trade team about a comprehensive range of export services - 0845 60 60 969, enquiries@uktisouthwest.org or www.ukti.gov.uk/southwest


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