Why communication is so important when selling to a global market Back to Articles
Copyright © 2003 Anita Karlson Henssler

Today it is easier than ever to start and run a global business. Our advances 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 don’t wrap them in white paper! The examples of businesses not succeeding because of such cultural misunderstandings are many. Make sure you don’t 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 market?

If you fail in bringing your message across - your business will also fail. If you can’t excite the people about your product – if you can’t 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 market! Back to Articles

Anita Karlson Henssler is working as a freelance translator.
Visit her web page PolarText for more information about the advantages of preparing your information for the foreign market.