Communication in business.

Communication in business.

Exporter enjoys the fruits of learning foreign languages Trying to export potatoes to the land of pasta would seem crazy to some people, yet one small company was successful after it had taught its staff lo speak foreign languages. A& C Lx ports has seen its annual export sales rise by 40% since it improved its foreign language skills. When the company first targeted Italy it used an interpreter, but this was very frustrating. A middleman, however fluent, can't hope to establish relationships in the way a committed member of the company can. A& C also takes great care to
respond to the cultural requirements of its customers, for example by choosing the right colour for packaging. This approach has doubled sales to Germany. Karen Burdett, a language specialist who joined A& C eighteen months ago, is the key to the firm's export success. When Burden was

appointed, she spoke Spanish and French fluently, but her knowledge of Italian was limited. In the four weeks before she took up her new post, she set about improving it. She listened lo Italian while she was driving, cooking, dusting, and sleeping. She watched Italian videos. She read newspapers, magazines, pizza packets, shampoo bottles, and jars of pasta sauce. Her reward came with her first phone call to Italy. 'I explained that I was learning their language, and asked our clients to be patient with me if I made mistakes. Far from being critical, they were delighted, and from then on a strong relationship was established, ' she says. Burdett is teaching Spanish to senior staff, and she says she's going to have a working knowledge of German by Christmas. More importantly, staff at all levels can now handle simple telephone enquiries in French, Spanish, and Italian. Now they are all quite confident that export sales will continue to rise.

 

Nature of people and employment. Changes in the nature of employment.

Dear Ms Summers

I am writing in reply to your advertisement for salespeople in 'Strike Out' magazine

I am a fully qualified primary school teacher with eight years' experience. Six years ago, I gave up my teaching post to become a full-time mother and housewife. Now that my children are both in full-time education, I am keen to return to the job market.

I am very excited by this opportunity, as it will give me the chance to work with teaching professionals once more, as well as allowing me to fit my career around the needs of my family. I have a very wide network of friends and former colleagues and am active in the community. I am confident that these would all be highly useful contacts. I have enjoyed using your materials with my children and I feel I could communicate their advantages to other parents and teachers.

Dear Julia

I was really pleased to your ad in last month'* " Strike Out' magazine. This is exactly the kind of opportunity I have been looking for! 1 dunk 1 am the kind of person who would soon

become a key member of your team.

I don't have much of a formal education and learnt most of what 1 know in the 'universe of life'. One thing I can promise you is that I can sell anything. I have sold holidays at a travel agency, kitchen equipment at exhibitions all over the country, and imported toys from the Far East

I've had a look at some of your publications and I have got to agree with you that they are really beautifully produced – like link works of art.

I'm sure you can tell from this letter that I am full of energy and enthusiasm and that I'm an excellent communicator, There is nothing I love more than travelling around and getting to know new people.

Dear Madam

I was most interested to see your advertisement in 'Strike Out' I should like to put my application forward for your consideration.

After serving as an officer in the Navy for seven years, I took up my current position as a naval training officer. I specialize in navigation and radio training at the Negus Training College in Soharma. 1 have spent four happy and productive years here but would now like to return to the UK for personal reasons. Consequently, I am seeking suitable employment using our large family home as a base. I have a number of your publications in my possession and have certainly enjoyed using them with my students.

 

Today employers are looking for relevant qualifications - that is, not people who are over-qualified, but have no experience. And they are then looking for flexible workers, who bring useful skills to their company.

When people are being interviewed two types of approaches can be used. The soft approach can feel quite comfortable to the person being interviewed, but it may not get to the real issues. The hard approach, where really quite aggressive questions are asked, can seem very intimidating, but in fact, a candidate who gets through that, can really shine and appear very strong to the employer. So the soft approach doesn't necessarily mean that the interviewer is on your side, as it were.

Some people will exaggerate their achievements, when they present a CV, others will underplay what they've achieved. The ones who exaggerate their achievements

will probably be found out at the interview stage, the ones who underplay their achievements may never get to the interview stage

The main don'ts while interview would be not to ask questions purely about the salary, or the holidays, or what perks the job might offer - a good employer, at an interview, will explain all those things. If you are asking questions, at the end of the interview perhaps, it's a good idea to concentrate on aspects such as the training opportunities, and the prospects for the company generally.

 

Company culture

We can divide culture in the company on 4 main groups:

· The family culture (highly personal with close face-to-face relationships, but also hierarchical. The leader is the caring father)

· The Eiffel Tower culture (has a steep hierarchy, broad at the base and narrow at the top. Impersonal. Authority comes from a person’s role and position in the hierarchy)

· The guided missile culture (egalitarian and oriented to tasks typically undertaken by teams or project groups. Impersonal)

· The incubator culture( the organization serves as an incubator for self-expression and self-fulfilment. Personal and egalitarian with almost no structure at all. Often a strong emotional commitment to the work)

Organizations should strive for what is considered a " healthy" organizational culture in order to increase productivity, growth, efficiency and reduce counterproductive behavior and turnover of employees. A variety of characteristics describe a healthy culture, including: Acceptance and appreciation for diversity; Regard for and fair treatment of each employee as well as respect for each employee’s contribution to the company; Employee pride and enthusiasm for the organization and the work performed; Equal opportunity for each employee to realize their full potential within the company; Strong communication with all employees regarding policies and company issues; Strong company leaders with a strong sense of direction and purpose

Organizational culture is the collective behaviour of people that are part of an organization, it is also formed by the organization values, visions, norms, working language, systems, and symbols, it includes beliefs and habits. It is also the pattern of such collective behaviours and assumptions that are taught to new organizational members as a way of perceiving, and even thinking and feeling. Organizational culture affect the way people and groups interact with each other, with clients, and with stakeholders.

 

Inventions and Innovations.

James Dyson had never been satisfied with the performance of his vacuum cleaner. He noticed that it lost half its suction as soon as a bag was inserted. However, it wasn't until 1978, when he had to build a cyclone filter in a factory, that he had an idea for an alternative. Cyclone filters use centrifugal force and lose none of their suction. Why not he thought apply the same principle to a domestic cleaner? His first prototype was made from an old vacuum cleaner without its bag. He developed his product and protected his ideas with patents. When he approached manufacturers to see if they would produce it under licence, they simply wanted to cheat him. He was so disappointed with the cut-throat business world that he decided to produce it on his own. In the meantime, he had to renew his patents regularly and almost went bankrupt in the process. After fifteen years and over 5, 000 prototypes, the product reached the market It is largely made of special plastic. Dyson established a high-tech factory in Wiltshire, where annual 'turnover soon reached Ј100 million. Dyson was criticised when production was relocated overseas in 2003, though research and development remain in Wiltshire. Smoking and ties are banned - ties, Dyson says, make people go deaf. His design and engineering genius has also been applied to the washing machine. Dyson now produces one which uses two counter-rotating drums, instead of one.

In 1993, inventor Trevor Baylis was watching a programme about the spread of aids in Africa. Me found out that radio, an effective weapon in preventative health, could not be used because many villages had no electricity, and a set of batteries cost a month's salary. Then he had a brainwave: if an old-fashioned gramophone con be powered by clockwork then surely clockwork could be used to generate enough electricity for a radio. His experiments produced a first prototype which worked for twenty minutes after being wound up for two minutes. However, when he approached businessmen to get backing for his invention they couldn't see its commercial value. It was only when he appeared on a TV programme that he attracted the attention of a South African entrepreneur who backed the project, and in November 1994 the Baygen Power company was founded. With o team of engineers, he developed the Freeplay radio. A factory was set up and the first commercially produced radios appeared in January 1996. Many of its employees are disabled. The radio has been a worldwide success and has been developed into market- specific versions. The Freeplay lantern, a wind-up torch, has been produced using the same technology. Since then, Baylis has invented an electric shoe which generates enough electricity from walking to power a mobile phone or MP3 player. He has also created a foundation to help inventors.

 

Negotiating a bank loan.

One of the biggest difficulties most new businesses face is raising capital. Unless we've already got money, we'll have to persuade other people or Institutions to part with theirs. Some people automatically approach their families. Do think carefully, though, before asking family members to trust you with their life savings. If the business falls,
how will you tell them? Another possibility is to find a business angel-, someone who is prepared to invest in return for a share in the business. Sadly, angels are in short supply. You can use a credit card, of course, but after loan sharks this is the most expensive way of financing your borrowing. This leaves us with our bank manager who should be at the top of our list if we want to negotiate a loan.

Banks are in the business of lending money, so you'll get a polite and fair hearing Fine words won't be enough to talk them into giving you a loan. While they'll expect to see enthusiasm and energy, evidence that you've thought seriously about your proposal is essential. An intelligent business plan is the most convincing argument of all. Establish realistic budgets and work out what the absolute minimum is that you need to live on. A cash flow forecast is vital. So give details of your projected Income and expenditure and have an idea of how long it will take you to break even. If you can supply evidence of firm orders or contracts, so much the better. Be prepared, though, for some tough and searching questions from your bank manager. If your ideas don't support a reasonably friendly examination, they probably won't make business sense either

Before agreeing a loan, banks will want to see your own financial commitment to the success of your business. You must be prepared to put your money where your mouth is. After all. if you were in the bank managers position, you would probably act in the same way. They'll also want some kind of security like your car or house. Therefore, if things go wrong you could find yourself out on the street. And if the business fails, as so many do. the bank will be the first in a long line of creditors to get their money back. If you are declared bankrupt. It will be difficult to secure any further loans. And finally, on a darker note, once banks have made a decision to get their money back, it's hard to talk them out of it.

 

 

Market research methods.

McDonald's made a classic sales promotion blunder with its heavily advertised 25th anniversary offer. The company expected to sell one million burgers a day when it offered two Big Macs for the price of one. Demand was so great that customers had to queue for more than an hour. Two drive-through restaurants, where too many cars turned up, were closed on police advice.

Certainly McDonald's is not going to suffer any long-term damage – unlike the company which led the most disastrous sales promotion of them all: Hoover. Although it is hard to believe. Hoover offered two free nights to the US, which were worth £ 400, to customers who spent over £ 100 on its products. Hoover should have realized that this was a recipe for disaster! Over 300, 000 people claimed free flights and there were numerous court cases. Overall the promotion cost Ј50m and the heads of Hoover's top executives, whose jobs were lost.

Just recently Avon, the cosmetics company, committed a similar mistake by offering mobile phones to customers who spent more than Ј15 on its products. Instead of an anticipated 60, 000 handsets, there were an astonishing 750, 000 requests! When Avon was forced to refer to the offer where it said that there were only limited numbers of phones available, it caused a storm of protest. Furious customers have threatened to boycott Avon's products and one representative has quit.

Recently, as a gimmick, Pepsi jokingly offered a military jet to any customer who could save enough tokens. However, extra tokens were available for ten cents each. They hadn't counted on a k harp-eyed student, who worked out he could buy the jet for £ 450, 000, which was a tenth of its real price. He formed a •consortium which bought the tokens and he claimed his prize. At this point Pepsi went to court. Clearly, Pepsi shouldn't have indulged its sense of humour.

In fact Pepsi ought to have know n better after a previous fiasco. In the Philippines, it had announced that anyone who found Pepsi bottle tops with the number 349 could claim a £ 30, 000 prize. A mess-up in production meant there were 800, 000 bottle tops which had the winning number and Pepsi paid out more than five limes its budget before it stopped paying out prize money. This angered the public, who set fire to the company's offices and lorries.

 

There are four types of market research methods. These methods help manufacturers to understand the taste of customers, their opinion about some product and they help to improve the taste of their products.

First type of research is street survey questionnaire.
This type helps to know consumers think of the product in general. Several people ask questions in passers-by about the product.

Second one is dustbin survey.

For example if you need to produce monthly reports with information about the buying habits of consumers. You should study the consumer for some period of time.

Third one is focus group

If you want to know about the facilities of the airport or railway station you should use this method.

And the last one is blind test.

It helps you to find out the opinion about the same products from different manufacturers.

16. Ad - makers

An Advertising Manager develops, implements, and manages the company's advertising strategy, both from a business, sales and technical perspective. It is their job to Initiate and manage discussion and sales with sponsor and agencies. They spend time negotiating agreements with outside sales representatives. managing the development of sales materials, including media kits. They are generally responsible for managing a group of advertising sales representatives. In this role, you’ll manage the creative development, production and media strategies for global, regional and local advertising. You’ll work with print, broadcast, online and outdoor. You’ll also oversee our advertising agencies to keep them motivated and producing brilliant work.

Advertising & promotions managers may work for an agency, a PR firm, a media outlet, or may be hired directly by a company to develop branding for the company's product or service. This position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns. Ad management incorporates various specialized sub-functions like media strategy, message strategy, media planning, media buying etc. While advertising management is an inseparable part of the marketing department, usually, the marketing department of an organisation is concerned more with market research and evaluation of results. All the critical processes of advertising management are generally outsourced to specialized advertising agencies. For example the media buying is done in bulk by these ad agencies on which they receive discount/commission, that goes into their earning. It involves designing the strategies to be adopted for influencing the public ie media selection and deciding on the aspect to be advertised based on the image of the company and the present marketing objective.

Time-management

 

You probably know that effective time management will help you get more done each day. It has important health benefits, too. By managing your time more wisely, you can minimize stress and improve your quality of life.

But how do you get back on track when organizational skills don't come naturally? To get started, choose one of these strategies, try it for two to four weeks and see if it helps. If it does, consider adding another one. If not, try a different one.

· Plan each day. Planning your day can help you accomplish more and feel more in control of your life. Write a to-do list, putting the most important tasks at the top. Keep a schedule of your daily activities to minimize conflicts and last-minute rushes.;

· Prioritize your tasks. Time-consuming but relatively unimportant tasks can consume a lot of your day. Prioritizing tasks will ensure that you spend your time and energy on those that are truly important to you.;

· Say no to nonessential tasks. Consider your goals and schedule before agreeing to take on additional work.;

· Delegate. Take a look at your to-do list and consider what you can pass on to someone else.; Take the time you need to do a quality job. Doing work right the first time may take more time upfront, but errors usually result in time spent making corrections, which takes more time overall.;

· Break large, time-consuming tasks into smaller tasks. Work on them a few minutes at a time until you get them all done.;

· Practice the 10-minute rule. Work on a dreaded task for 10 minutes each day. Once you get started, you may find you can finish it.;

· Evaluate how you're spending your time. Keep a diary of everything you do for three days to determine how you're spending your time. Look for time that can be used more wisely;

· Limit distractions. Block out time on your calendar for big projects. During that time, close your door and turn off your phone, pager and e-mail.;

· Get plenty of sleep, have a healthy diet and exercise regularly. A healthy lifestyle can improve your focus and concentration, which will help improve your efficiency so that you can complete your work in less time.;

· Take a time management course. Take a break when needed. When you need a break, take one. Take a walk.

 

Multinationals

A multinational corporation is a corporation enterprise that manages production or delivers services in more than one country. Multinational is a corporation that has its management headquarters in one country, known as the home country, and operates in several other countries, known as host countries. An example of multinational company is Loreal, the French cosmetic giant. This company uses different strategies – Maybelline is positioned as a mass-market name available in supermarkets and department stores. Loreal paris is on offer department stores only, while Lancome is sold in just the most exclusive outlets. Multinations can benefit from emerging markets like China. The government’s more open outlook, combined with a growing urban population, have combined to produce a consumer base with disposable income and a taste for modern, western goods. Western corporations have been expanding throughout China. Beijing has the distinction of being the site of the largest Kentucky Fried Chicken restaurant in the world.McDonald’s, the rival fast-food chain, operates more than 235 outlets in 41 Chinese cities and hospitality group Hyatt opened the third tallest in the world in Shanghai. (p.39 PROFILE) Some multinational corporations are very big, with revenues that exceed some countries' gross domestic product (GDP). Multinational corporations can have a powerful influence in local economies, and even the world economy. They play an important role in international relations and globalization. Research always shows that globalization is a best way of fighting poverty. As a rule, poorer countries benefit when they open up to foreign trade and encourage foreign investment. In the other hand, take commodities, raw materials like rubber or coffee. Most of the time, western firms dictate prices and take advantage of producing countries. The producers rarely see the larger part of the value added. But rich countries should be worried. It’s fine to export manufacturing if you keep the creative knowledge in your own country. That is where your comparative advantage lies. But once this know-how is exported as well, then the advantage is lost.

 

Supply and demand

Supply and demand is an economic model of price determination in a market. It concludes that in a competitive market, the unit price for a particular good will vary until it settles at a point where the quantity demanded by consumers (at current price) will equal the quantity supplied by producers (at current price), resulting in an economic equilibrium of price and quantity. Supply is how much of something is available. Demand is how much of something people want. It sounds a little bit harder to measure, but it really isn't. To measure demand, we can use a very simple numbering system, just like the supply one. If something has a high price, you can usually conclude that the demand for that item is low. In the same way, if something has a low price, you can usually conclude that the demand for that item is high. So we have supply, which is how much of something you have, and demand, which is how much of something people want. Put the two together, and you have supply and demand.

The four basic laws of supply and demand are: ^[1]

1. If demand increases and supply remains unchanged, then it leads to higher equilibrium price and higher quantity.

2. If demand decreases and supply remains unchanged, then it leads to lower equilibrium price and lower quantity.

3. If supply increases and demand remains unchanged, then it leads to lower equilibrium price and higher quantity.

4. If supply decreases and demand remains unchanged, then it leads to higher equilibrium price and lower quantity.

 

N egotiation T echniques

Negotiation is the process of searching for an agreement that satisfies various parties. An agreement may be reached either through a barter or through real negotiation. A barter allows only one party - the party in a position of power - to " win"; the other party is forced to accept something of lesser value. A real negotiation implies a " win-win" situation, in which all parties are satisfied.

Let us go through some negotiation techniques in detail:

The first, for an effective negotiation is one should be well informed with everything related to the deal. Find out even the minutest detail you think is important and you might require at the time of negotiation. Be prepared for everything. Remember the second party might ask you anything.

Look confident. While speaking, don’t look around or play with things. It’s just a discussion, no one will kill you if you are not able to close the deal. Take care of your dressing as well. Don’t wear anything which is too casual. If you dress casually people will not take you seriously. Be a patient listener. Listen to others as well. Think about their interest and needs as well. Don’t ask for anything which would not benefit the second party. Don’t jump to conclusions and never interfere when the other person is speaking. Communication is also important in negotiation. Speak clearly and precisely. One should not confuse others. Playing with words is one of the biggest threats to negotiation. Don’t use derogatory or lewd remarks against anyone.

 

Dealing with customers

Good customer service plays an essential role in building a network of loyal customers who will return to your business and will recommend your business to others. A good business will try to minimize customer complaints through good customer service. However, establishing compliant handling procedures can lead to turning dissatisfied customers into loyal customers and provide feedback that can be used to improve your business.

In negotiating with customer the most important thing is to be very well prepared.

That is, understands the buyer’s expectations and also you should know how far you can go to reach a compromise both sides are happy with. If the salesman and the customer know and trust each other, the salesman can do business more quickly.

To be a good listener and a bit of psychologist is ones??? of the main skills that a good salesperson needs. He needs to de able to recognize the buy “signs”. For instance, when the buyer starts to talk about possible delivery dates? Or specific schedules, the salesman can take the initiative and close the deal.

If the customer is quiet, the salesman can put some obvious holes in his presentation which will get the customer to ask a question he cans to answer. Aggressive customers are insecure so you reassure them and make them think they are the boss. Things go better after that. Confrontation and losing your temper lead absolutely nowhere.

    But, everyone in business has to deal with an upset customer. The challenge is to handle the situation in a way that leaves the customer thinking you operate a great company. If you’re lucky, you can even encourage him or her to serve as a passionate advocate for your brand.

When it comes down to it, many customers don't even bother to complain. They simply leave and buy from your competitors. To prevent this the salesman should listen carefully to what the customer has to say, and let him finish, repeat back what he is hearing to show that he has listened. Put himself in customer’s shoes. The customer needs to feel like you’re on his or her side and that you empathize with the situation. Apologize without blaming.
You [1]need to immediately answer the complaint and solve the problem. It may be to give money back, exchange a product or do some repair.

To make sure the customer is completely satisfied, some companies will provide some special service or a reduced price on another product. This is done to assure the customer will come back for more business. Many retail stores have a generous return policy to satisfy dissatisfied customers.

Corporate Mergers

One plus one makes three: this equation is the special alchemy of a merger or an acquisition. The key principle behind buying a company is to create shareholder value over and above that of the sum of the two companies. Two companies together are more valuable than two separate companies - at least, that's the reasoning behind M& A.

This rationale is particularly alluring to companies when times are tough. Strong companies will act to buy other companies to create a more competitive, cost-efficient company. The companies will come together hoping to gain a greater market share or to achieve greater efficiency. Because of these potential benefits, target companies will often agree to be purchased when they know they cannot survive alone.

In the pure sense of the term, a merger happens when two firms, often of about the same size, agree to go forward as a single new company rather than remain separately owned and operated. This kind of action is more precisely referred to as a " merger of equals." Both companies' stocks are surrendered and new company stock is issued in its place. For example, both Daimler-Benz and Chrysler ceased to exist when the two firms merged, and a new company, DaimlerChrysler, was created.

A purchase deal will also be called a merger when both CEOs agree that joining together is in the best interest of both of their companies. But when the deal is unfriendly - that is, when the target company does not want to be purchased - it is always regarded as an acquisition.

One size doesn't fit all. Many companies find that the best way to get ahead is to expand ownership boundaries through mergers and acquisitions. For others, separating the public ownership of a subsidiary or business segment offers more advantages. At least in theory, mergers create synergies and economies of scale, expanding operations and cutting costs. Investors can take comfort in the idea that a merger will deliver enhanced market power.

 

International trade

If you walk into a supermarket and are able to buy South American bananas, Brazilian coffee and a bottle of South African wine, you are experiencing the effects of international trade.

International trade allows us to expand our markets for both goods and services that otherwise may not have been available to us. It is the reason why you can pick between a Japanese, German or American car. As a result of international trade, the market contains greater competition and therefore more competitive prices, which brings a cheaper product home to the consumer.

International trade is the exchange of goods and services between countries. This type of trade gives rise to a world economy, in which prices, or supply and demand, affect and are affected by global events. Political change in Asia, for example, could result in an increase in the cost of labor, thereby increasing the manufacturing costs for an American sneaker company based in Malaysia, which would then result in an increase in the price that you have to pay to buy the tennis shoes at your local mall. A decrease in the cost of labor, on the other hand, would result in you having to pay less for your new shoes.

Trading globally gives consumers and countries the opportunity to be exposed to goods and services not available in their own countries. Almost every kind of product can be found on the international market: food, clothes, spare parts, oil, jewelry, wine, stocks, currencies and water. Services are also traded: tourism, banking, consulting and transportation. A product that is sold to the global market is an export, and a product that is bought from the global market is an import.

Global trade allows wealthy countries to use their resources - whether labor, technology or capital - more efficiently. Because countries are endowed with different assets and natural resources (land, labor, capital and technology), some countries may produce the same good more efficiently and therefore sell it more cheaply than other countries. If a country cannot efficiently produce an item, it can obtain the item by trading with another country that can. This is known as specialization in international trade.                              

 

 

Damages claimes

          A damage claim, defined as the claim of damages, to a liable or insuring company, which result in financial loss from an associated victim party, are a common legal concept. In a damage claim, there is a victim and an alleged damaging party. The damage claim seeks to repair the damages of the victim party when the damaging party is at fault. Usually, damage claims come in the form of monetary payment. Other times, the damaging party is responsible for seeing that the damages are reversed or fixed. In either instance, the damaging party will most likely make a payment, either to the victim or to the service provider who fixes the damage. A full damage claim report will be needed to present the case to vendor, insurer, or court officials.

    A damage claim, explained as the path to reparations when one has experienced damage at the fault of another, is common in the personal as well as the professional world. In business, a damage claim is particularly common. In many instances where two businesses are doing commerce with one another, they are connected through material as well as relational means. A damage claim can be made when one party is responsible for damage to the assets or business operations of another. For example, if a company promises to deliver raw materials at a certain time but does not follow through on the promise, the purchaser can claim damages in the form of lost income. Due to the fact that the reseller was not able to make a sale, and perhaps even lost a client of their own, the vendor would be responsible because they did not fulfill their end of the agreement to deliver.

 

 

Communication in business.

Exporter enjoys the fruits of learning foreign languages Trying to export potatoes to the land of pasta would seem crazy to some people, yet one small company was successful after it had taught its staff lo speak foreign languages. A& C Lx ports has seen its annual export sales rise by 40% since it improved its foreign language skills. When the company first targeted Italy it used an interpreter, but this was very frustrating. A middleman, however fluent, can't hope to establish relationships in the way a committed member of the company can. A& C also takes great care to
respond to the cultural requirements of its customers, for example by choosing the right colour for packaging. This approach has doubled sales to Germany. Karen Burdett, a language specialist who joined A& C eighteen months ago, is the key to the firm's export success. When Burden was

appointed, she spoke Spanish and French fluently, but her knowledge of Italian was limited. In the four weeks before she took up her new post, she set about improving it. She listened lo Italian while she was driving, cooking, dusting, and sleeping. She watched Italian videos. She read newspapers, magazines, pizza packets, shampoo bottles, and jars of pasta sauce. Her reward came with her first phone call to Italy. 'I explained that I was learning their language, and asked our clients to be patient with me if I made mistakes. Far from being critical, they were delighted, and from then on a strong relationship was established, ' she says. Burdett is teaching Spanish to senior staff, and she says she's going to have a working knowledge of German by Christmas. More importantly, staff at all levels can now handle simple telephone enquiries in French, Spanish, and Italian. Now they are all quite confident that export sales will continue to rise.

 

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