Newspaper article The Journal (Newcastle, England)

Shy Bairns Get Nowt; Kick-Starting the First in a New Series of Expert Insight Articles Exploring How the Region's Businesses Can Exploit Opportunities in Brazil, India and Russia, the ERDF-Funded, NECC's Access Programme Leader Nynzi Maung Considers Whether North East Companies Are, When It Comes to Promoting Their Product or Service, Selling Themselves Short

Newspaper article The Journal (Newcastle, England)

Shy Bairns Get Nowt; Kick-Starting the First in a New Series of Expert Insight Articles Exploring How the Region's Businesses Can Exploit Opportunities in Brazil, India and Russia, the ERDF-Funded, NECC's Access Programme Leader Nynzi Maung Considers Whether North East Companies Are, When It Comes to Promoting Their Product or Service, Selling Themselves Short

Article excerpt

NYNZI explains: "I recently came across an article on the Institute of Directors' website, written by an American entrepreneur titled 'What UK businesses must do to boost international expansion'. The author asserted that in comparison to other nations, the British are not very good at selling themselves.

"Whilst I didn't agree with the article in its entirety, I started to wonder whether North East businesses are sometimes guilty of selling themselves short - particularly when it comes to their own products or services.

"After sharing these thoughts with my professional network, locally, some useful insight arose as to how North East businesses - many of whom are doing an excellent job selling overseas - can improve their selling techniques."

TOP TIP 1: USE THE BRITISH REPUTATION TO YOUR ADVANTAGE Nynzi continues: "Analyse and assess your company's particular added value for a client. Being British holds a considerable sway in some markets so be sure to build on this.

"In the instance of Russia, the executive director of the Russo-British Chamber of Commerce, Trevor Barton, explains: "Understand the power of the UK's reputation in Russia for quality, reliability and honesty. UK-based companies should take advantage of this when marketing themselves and their products, whilst of course doing nothing to undermine that reputation!" TOP TIP 2: IT'S A LONG-TERM RELATIONSHIP YOU'RE SELLING Nynzi continues: "For each of the markets of Brazil, India and Russia, you're not selling a product or service - you're hopefully entering into a long-term, mutually beneficial and profitable relationship."

Dr Stan Higgins, CEO of North East Industry Process Cluster, agrees with this and advises: "Having spent time helping companies find new business in India I have found the only way of getting good, reliable business is to visit regularly attend sector events and be persistent. Invest the time to find that trusted local partner and remember that business is a two way experience."

TOP TIP 3: UNDERSTAND WHAT POTENTIAL CLIENTS REALLY NEED Nynzi explains: "Just because your offering sells well in one market doesn't necessarily mean it is right for another, even if it is in the same sector. …

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