Simple tools to start selling on foreign markets
CHAPTER 1: Trust and communication 5
CHAPTER 2: Foreign market or foreign markets? 9
2.1 Languages and logics 10
2.2 Respect your customer and his/her values 11
2.3 Holidays, wishes, gifts, invitations 13
2.4 Norms, standards, formats (date, time,numbers,…) 14
CHAPTER 3: Business communication tools 16
3.1 Company introduction tools 18
3.2 Formal sales tools 18
3.3 Real time sales tools 19
CHAPTER 4: Basic communication rules 21
4.1 Consistent communication 21
4.2 Communication charter 22
4.3 The simpler, the better 27
CHAPTER 5:Attract customers 29
5.1 Official company introduction 29
5.1.1 Mission 32
5.1.2 Vision 37
5.1.3 Values 41
5.1.4 Company profile 44
5.2 Company promotion 50
5.2.1 Advertising 50
5.2.2 Exhibitions 52
CHAPTER 6: SELL!!! 56
6.1 Rules for winning presentations 56
6.2 Generic presentations64
6.2.1 Website 64
6.2.2 Company presentation 67
6.2.3 Brochure 70
6.2.4 Products/services presentation 72
6.3 Customized presentations 75
6.3.1 Face to face meeting 75
6.3.2 Customer presentation 78
6.3.3 Proposal 82
5.3.4 Agreement 86
CHAPTER 7: Real time communication tools 89
7.1 e-mail and Fax 897.2 Instant messengers 94
7.3 Phone and SMS 95
CHAPTER 8: Glocal communication 96
In 1998, in a survey about training needs for Chinese companies operating in the United States, Hui Deng, University of Nebraska listed the top three people training needs. There were verbal/ interpersonal skills, customer relations/service, and writtencommunication skills.
Ten years later, China benefits from both solid domestic growth and international sales growth. This economical expansion enables many Chinese companies to enjoy double digit growth. Reasons are simple. Chinese production costs are much lower than in Occidental countries due to cheap labor force and also that China offers a good infrastructure level, such as roads and harbors,enabling good exportations. But, being the factory of the world is not good enough and cannot last forever.
Bright future belongs to Chinese companies that will be able to directly access foreign markets without going through Western distributors. Today, Chinese products are largely exported through occidental distribution channels and a very large part of margins are done outside of China andare not controlled by Chinese companies. In addition, Chinese companies are kept away from these distribution channels by layers of distributors and international brands purchasers.
Also, some other countries currently position themselves to compete versus China. It already started in South East Asia with countries such as Vietnam and Cambodia. Workforce cost there is even lower than Chinese oneand these countries start benefiting from good infrastructures too. Moreover, Chinese workers average salary increases regularly. These emerging countries will address foreign western markets but also domestic Chinese markets.
Future successful Chinese companies will be the ones able to communicate in a professional and efficient way with their international prospects and customers in order toexpand their revenue and profits Ten years after Hui Deng’s survey, Chinese companies urgently need these people trainings, more than ever.
To directly contact future customers Chinese companies must know how to properly and efficiently communicate, using western common communication tools. It is the intent of this book where you will find practical examples. Its objective is not to tell...