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Small Island Big Business: The Insider's Guide to Success in the British Market

Small Island Big Business: The Insider's Guide to Success in the British Market

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Small Island Big Business: The Insider's Guide to Success in the British Market

Lunghezza:
174 pagine
2 ore
Editore:
Pubblicato:
Jul 10, 2018
ISBN:
9780463698747
Formato:
Libro

Descrizione

Do you want to grow your business in Britain?

You speak English, but that's only half the battle.

To really succeed in Britain, you also need to think like a native and get to grips with our small but feisty island. If you're frustrated because you're not getting the straight answers you need – and more importantly the sales you know are possible – this is the book for you.

It's the insider's guide to doing business with the Brits.

Born and bred in England yet with international experience and language skills (gasp!), my foreign colleagues claimed me as one of their own. They called upon me to explain British behaviour, our hidden messages, and how to cope with our cultural oddities. You'll find all that and more – applied to your business – inside this book.

Getting a bigger share of the British market despite budget cuts, Brexit and regulatory nonsense means refining your export approach. Focusing on effective strategies and knowing the cultural shortcuts will save you time and money, and will grow your business in Britain.

Do you want a business strong enough to sail through the choppy waters of the English Channel?

Take the easier and more profitable path to success in Britain with Small Island, Big Business.

Editore:
Pubblicato:
Jul 10, 2018
ISBN:
9780463698747
Formato:
Libro

Informazioni sull'autore

Born and bred in England, committed tea drinker, extreme apologiser – yet my foreign colleagues would still include me in their conversations complaining about the British. It helps that I speak fluent German and a smattering of other languages. “You're not like the others” (sorry guys, I know other British linguists exist, we're just slightly hidden and understated like our humour). My day-to-day work as a chemical translator, writer, and occasional speaker is focused on adapting messages for the British market. I love to travel, and see the world and my homeland from a different perspective. Otherwise you'll find me in Kent, the Garden of England, with my husband, our two sons, and a growing number of pets. When not translating or writing I love to cook, I'm a demon reader, podcast junkie, and every so often I like to shake things up a little by doing a sky dive, abseiling off a block of flats, or learning an obscure skill – I don't like being pigeonholed. And neither should you. Break the mould, use some of the tips in my book (is it in your basket yet?) and shake up your business. I can't wait to hear about your results!

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Anteprima del libro

Small Island Big Business - Sarah Silva

SMALL ISLAND

BIG BUSINESS

The Insider’s Guide to Success

in the British Market

Sarah Silva

Illustrations by Mark Thatcher

Smashwords Edition

All rights reserved.

No part of this book may be reproduced in any form by photocopying or any electronic or mechanical means, including information storage or retrieval systems, without permission in writing from both the copyright owner and the publisher of the book.

Copyright 2018 Sarah Silva

Copyright for artwork: Mark Thatcher

This book in available in print at most online retailers.

Dedication

This book is dedicated to my husband, Mark, whose support and belief in me has been unwavering. To my mum, Norma, who has given me the tools and opportunities to get me where I am today, and to my sons, Brett and Cameron, in whom I hope to inspire a love of languages.

Table of Contents

Preface

Introduction

Chapter 1: Getting Clarity and Cutting the Clutter

Chapter 2: Burrowing into the British Mind

Chapter 3: How to Be Special and Position Your Business to Beat the Local Competition

Chapter 4: Useful Strategies and Tips to Make Life Easier for You and Your Clients

Chapter 5: Save or Splurge – Where to Focus Your Budget for Maximum Results

Chapter 6: Websites and Online Marketing

Chapter 7: How Language Can Make or Break Your Business Success

Chapter 8: How to Get Great Translations: What You Need to Know

Chapter 9: Your Action Plan to Turboboost Your Profits in the British Market

How to Work with Me

References

Resources

About the Author

Acknowledgements

Preface

You’re not really British, Sarah, we don’t mean you

WELL I AM – born and bred in England, committed tea drinker, extreme apologiser – but my foreign colleagues would still include me in their conversations complaining about the British. Because I spoke other languages, and understood and loved working with other cultures, so to them I didn’t fit the British stereotype.

I was often called on to explain why we British do what we do, say what we say, and frequently found myself smoothing over issues caused by cultural misunderstandings.

So now I’ve put pen to paper, or fingers to keyboard. This book is your essential guide to doing business with the British and to winning more clients from our small but feisty island. My suggestions in this book are just that: suggestions (except for the specifics on language, that’s non-negotiable). I’m not saying that you must follow everything in this book exactly, or that everything will work for you. Rather it’s the insider’s guide based on my experience working with customers around the globe, and that of my clients and business colleagues.

As a native Brit and translator, my day-to-day work involves adapting written messages for the British market, so here I am sharing my insights. Where I’ve not directly mentioned a source or quoted a person, they are my own opinions. In areas where I have limited experience I’ve called on the experts to give their advice.

Over the next few pages, I’m going to be tackling culture and international marketing, language and multilingual websites, where to invest your budget and where to rein in your spending, as well as some tips on business productivity to help you enjoy making more sales with less stress.

A note about country terms

In this book I refer to Britain as popular short-hand for Great Britain. It’s often used interchangeably with the United Kingdom although this is technically incorrect. Here’s why.

Great Britain includes England, Scotland, and Wales.

The United Kingdom encompasses England, Scotland, Wales, and Northern Ireland as per its full name The United Kingdom of Great Britain and Northern Ireland.

I’ve even seen England being used to mean Britain, which is a sure-fire way to annoy any Scottish or Welsh business partners or prospective clients so please be careful.

By reading this book and most importantly, taking action where needed, I hope that these insights will mean less frustration when dealing with the British, smoother negotiations, and easier daily business. You’ll be able to make minor adjustments to your marketing that will save you time and money, and boost your sales in this market.

Here’s to happy exporting!

Introduction

ARE YOU BAFFLED by the British? Frustrated by the fact that even though you speak English fluently, you’re still not getting the answers you need? And more importantly, the sales you know are possible?

International business brings with it a whole host of challenges. You already have great products and services so rather than developing new ones, you decide to leverage your existing business and sell these products and services to a new market. It’s a good move but it’s not as simple as it sounds. Making it work needs a fair amount of tweaking and adapting for your foreign clients.

When it comes to Britain, you’ve got to cross the water to reach us as well as deal with the usual international business issues such as communicating in another language, working out cultural etiquette, and competing with the local, more convenient market.

That extra body of water makes a world of difference. We’re in Europe yet out of it. We drive on the left not the right, use our own special electrical plugs, and appear to have a fondness for queuing inbuilt at birth.

Translated to business, this means a bit of special handling to maximise your profits. As a nation we have a healthy appetite for imported goods and services – US$ 636.2 billion worth of goods in 2016, about US$ 9900 for each person living on this island. [1] Getting a bigger share of this market amid budget cuts, Brexit, and local competition means applying laser focus to your export activities. Concentrating on the right things will save time and money, and will help you grow your business.

This book will help you break down the cultural barriers you might face when doing business in the British market. It will guide you and suggest practical steps to analyse your marketing, help you avoid common mistakes, and make the whole process a heck of a lot easier.

Why read?

This book brings together what I’ve learnt and most importantly, how I’ve applied this to my work as a translator and helped my clients succeed in the British market.

I’ll take you from start to finish. All the basic steps you need to banish the obstacles getting in your way, clarifying what you want, who you want, and what you are offering. International marketing and business tips, and how to make it as easy as possible to convert those prospects into happy, regular clients and loyal fans.

Ultimately this is about putting more money into the profit section of your business. Wild success, prestige, and promotion are optional though certainly not out of reach.

This is what we’re going to cover:

• In Chapter 1 you’ll have a few probing questions to answer to make sure you’re set up for success and to give you the laser focus you need to get the exact results you want.

• In Chapter 2 I’ll burrow into the British mind and answer some of your burning questions about our island and its ways.

• Chapter 3 will clarify your positioning, pricing, and explain why and how people buy, which will help you stand head and shoulders above the local competition.

• Chapter 4 is about making things easy. Business doesn’t have to be hard and there are many, many things you can put in place to make your life – and that of your clients – easier. Which means more sales and more time to focus on what you do best.

• By the end of Chapter 5, you’ll know where you could be saving your marketing budget and what makes a savvy investment. No more scrabbling around to justify your budget allocation, I’ll suggest the six things you should invest in for business growth and the top things you can do to save money.

• In Chapter 6 you’ll discover the key mistakes people make when creating international websites and what you need to consider from a prospective client’s perspective. After all, every visitor to your website is a potential client.

• Chapter 7 is all about language. How to communicate effectively in English, some tips and things to watch out for: how to avoid the five biggest mistakes non-native English speakers make.

• In Chapter 8 you’ll discover what to look for when you want to get specialist help.

Finally, we’ll bring everything together into a blueprint for action and consider your next steps.

At the end of each chapter I’ve given suggested actions to take and have dotted a few exercises throughout the book. These aim to pare down the constant flurry of activity to focus on the core wants and needs of you and your clients. If you read this book you’ll gain knowledge, but if you take action and try the exercises I’ve suggested, you’ll understand, for example, why defining your one core value will help you beat the local competition.

Who is it for?

You’ll get the most out of reading this if any of the following applies:

• You work for a business that exports or wishes to export to the British market

• You’re ready to consider tweaks to your marketing strategy and are open to some of these suggestions

• You want to refine your international marketing but don’t know where to start

• You struggle to fit everything in your working day and need to know where to focus to get maximum return on your time and investment. And a way to make things easier for you, your colleagues, and your clients

• You’d love some sound, clear justification for projects on your marketing budget to present to those with the purse strings

What to expect

This is a how-to book with practical advice rather than an in-depth training manual. It’s designed to give an insight into the particularities of a specific market and advice on international marketing that you can apply right away to achieve results.

I’d like you to approach this book as you would a new friend on a holiday in an obscure destination: with an open mind, questioning how you can adapt to the way things are done to fit in, and how you can best represent yourself.

And just like after a great holiday, be determined to take a little bit of this new-found knowledge home with you on the plane to enrich your everyday life and business.

I recommend reading the book in the order it’s written. Don’t be tempted to skip through Chapters 1-3, as what you’ll clarify in these three chapters is the foundation for everything else.

My promise to you

If you implement these actions, take a little time to do the exercises, and work through the book, you will improve your business in the following ways:

• You will get more British clients and know what to do to get you even greater success and maximise your profits

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