Our Shrinking World

Contributed by Elaine Landau

Have you ever heard the phrase “The world is so small, but I wouldn’t want to paint it”? With all our advanced technology, the Internet, and every new invention just on the horizon, time zones are being replaced by real time, boarders are nonexistent, and language barriers are being deleted. So, how do you prepare to enter the World Market?

Do You Want your Small Business to grow?
So many small business owners are still marketing exclusively to their own neighborhood. That is a good marketing strategy for a start-up venture. You will be able to draw from a local pool of potential patrons with whom you share the same zip code. You automatically have some common ground. You might have gone to the same high school. Your kid babysits for their kids. You end up bumping into each other at the Post Office. Cultural business differences are not a real concern if you limit your customer pool to your neighborhood, town, city, state or even country. Going outside your comfort zone may be a little tricky, but it can prove very profitable.

How to be a Global Success
If you have a small business and want to expand, learn how to use a computer and be open to basic Internet training. It may seem daunting, but you can learn at home at your own speed. Take a free Internet lesson to get your feet wet. There shouldn’t be a concern about cost because free Internet training is available as well as free Internet tutorials. With the Internet, your international clients will be able to communicate with you as easily as the client just down the street from you.

Create a Web Site
By creating a web site, customers can buy your products from anywhere in the world. So when you create that web site, keep in mind that potential customers will have wildly varied cultural backgrounds. It is wise to be politically correct and culturally sensitive at all times. You do not want your melting pot of customers to become a boiling pot. It isn’t going to take a stint at the United Nations to prepare your site, just know that serving a global customer base means that your 4th of July sale or pre-Christmas clearance could be absolutely nothing to someone who logs on from another country.

Customer Service
You are now expected to deal with customers you do not know personally and with whom you share very little culturally. Don’t panic. You are probably more prepared than you know. Look around. Many people in your neighborhood were not born there. They were imported from other towns, cities, and, yes, countries. Talk to friends, neighbors, teachers--anyone who may have a global experience and first-hand knowledge of other cultures and beliefs. People love talking about their native land and traditions. It is their connection to a home far away. This is the kind of education that will enhance your personal and professional life.

Smash the Language Barrier
It has been reported that 30% of the world’s population speak English as a second language. Only 7% of the world’s population use English as a primary language. If your primary language is English, you might do well to make sure your web site is accessible to those who speak Spanish, Japanese, French, or whatever languages you feel your global customers will speak. Of course, you may opt for an English only site, but you will be cutting out a large population of potential customers.

Courtesy Speaks Volumes
Knowing that you may be dealing with a customer with customs very different from yours, be patient, kind, and courteous at all times. Study the culture and educate yourself before entering into any business discussion or transaction. If you make a blunder, realize your mistake and sincerely apologize. Chances are the damage is temporary if at all. Arrogance is a huge stumbling block to good international marketing. If a business owner thinks that the product speaks for itself and never bothers to become sensitive to other cultures, that business owner will be left in the dust of other international marketers.

If both parties speak English, do not assume that includes slang, common words from popular commercials, or edgy pop-culture phrases. Speak clearly and simply so that there are no costly communication mistakes.

Remember, communication works both ways. If your client needs clarification, speak clearly and try to explain with universally understood examples. If you do not understand the client, it is not insulting for you to request clarification. Even if it takes a little longer and some creative example giving, that effort will pay off when the order comes in right and on time.

What Time is It?
Time zones can cause glitches when planning real-time conference calls with customers. If your customer is on the other side of the world, you should plan to have your alarm clock go off in the middle of the night. Not your client’s.

Make doing business with your company convenient and pleasant. After all, you’re the neighborhood store… on the other side of the world

About the Author:
Elaine Landau is a freelance writer, publicist, web site editor, and television writer with more than 15 years of experience in marketing, advertising, and publicity.

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