Body Clock Health Care Ltd, an East
London company supplying electronic pain relief devices more commonly known as
TENS machines, is an excellent example of a small business embracing international
markets with as much vigour as their home markets. They have fully understood
that to participate successfully in European markets requires not only competitively
priced, high-quality products, but also an appreciation of international communication
issues. While efficient customer service has always been considered important
to Managing Director, Marilyn Bash and her team, their successful supplier relationships
in the Far East have reinforced and contributed to their understanding of the
importance of appropriate intercultural communication. As a result, Body Clock
Health Care has become clearly focused on the benefits of communicating with customers
in their own language, in order to compete on an 'even playing field'. International
sales have grown so much in recent years that they applied to be on the Passport
to Export Programme with the London Business Link, which in turn led to opportunities
to participate in an Explorer sales mission to France, and to undergo a full Export
Communications Review.
This review analysed the key communication issues
facing Body Clock Health Care and recommended options for the French and German
markets. One such example already progressing well is the introduction of consultancy
services direct from a French marketing company. Overall, the review has succeeded
in providing a package of assistance services, including financial advice from
UK Trade and Investment with the aim of improving sales development in key international
markets.
The range of practical measures undertaken by Body Clock Health
Care is extensive. The benefits of good international communications have been
realised with the recruitment of an in-house French native speaker, leading to
improved sales co-ordination and better technical product information. This success
means that consideration is being given to employing other linguists or native
speakers for the remaining key markets.
In
addition to their in-house staff, local agents with multilingual skills are used,
and the services of a professional translation agency have also been employed.
Special attention has also been given to web localisation, with a new French domain
name introduced for easier location with local French search engines, and to multilingual
packaging. With such a dynamic approach to language issues, and their exemplary
relationship management with customers, agents and suppliers alike, Body Clock
Health Care is certainly moving in the right direction.
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