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For forty years a fleet
of floating litter collectors called Water Witches has been a familiar sight on
the docks of the River Mersey. Since 1963 the Liverpool-based family business
has tirelessly been cleaning up the polluted waters of the city with their patented
marine clean-up vessels.
With their sights set on global market share,
the founders of Liverpool Water Witch were quick to recognise the international
potential of these ‘floating JCBs’. Already established in fourteen
countries across the globe, it was clear that there were plenty more opportunities
to sell the equipment abroad. The news that China was tightening up its anti-pollution
laws was just the incentive the company needed to embark on a new export campaign.
But, as export manager, Jackie Caddick, was well aware, knowing where to start
was the difficult part.
“There was no point going over to China
unprepared,” she explains.
“What we needed, before we even considered a proactive sales campaign,
was some professionally translated promotional material and a thorough understanding
of Chinese business ethos.”
With this in mind, Joe Caddick engaged
the services of a BLIS
Professionals provider. "A representative paid us an initial visit to
assess our language competence," he recalls. "We explained our plans
to enter into the Chinese market and a comprehensive international communication
plan was developed to help us break into the Chinese market."
Top
on the list of priorities was translating the company's brochure, website, technical
glossary and marketing correspondence into Chinese. However, it wasn't just the
complexities of the language that needed to be addressed - the traditions of the
country also played a crucial role in establishing relationships in the East.
A series of cultural awareness training sessions were organised to fully prepare
Joe for the vastly different business environment in China.
Following
twelve months of preparation, translation and cultural briefings, Joe, accompanied
by a specialist Chinese interpreter, went on a trade mission to Shanghai. And
the many hours of planning and research finally paid off - as interest in the
Water Witches proved.
Joe
said, "It was obvious that the delegates appreciated the time and effort
we had invested to make our offerings accessible to them. We made several particularly
useful contacts, all showing real enthusiasm for the Witches. I'm convinced that
was due in no small way to our international communication plan."
The
cultural briefing sessions Joe received in the months leading up to the visit
certainly weren't wasted either. "Much of my success in China depended on
non-verbal communication to break the ice. It was the little things that really
made the difference over there - like making sure I presented my business cards
Chinese side up, with both hands, not one. Those were the kind of tips that paid
dividends when it came to establishing trust and respect." With relationships
with several major Chinese companies already established, Joe is confident it
will only be a matter of time before Liverpool Water Witch begins to reap the
rewards of its investment. - back Source:
RLN North West |
