A young French copywriter recently asked me if an international client should take the sales letter he wrote for them in French and translate it into English and a series of other languages.  And this is for a direct mail piece, which means a fairly large investment for the mailer.

Translation or copywriting?

Now this is something an experienced copywriter and marketer would immediately understand.

A Unique Audience

A copywriter always writes a sales letter for one specific audience. And in addition to the demographic specifics of each audience, the copywriter also writes for a specific market maturity and environment.

This is what increases the results of your sales letter.

Now…

Different Culture = Different Sale

If you change the language you change the culture.  This means you change the audience.

In fact, you are probably also addressing a different market.  This market has a different environment.  There will be cultural differences.  And possibly other differences in market environment.

This different audience might even be at a different stage of market maturity for the product you are selling.

Different Sales Letters In Different Languages

What does this mean?

A different culture will not respond to your letter in the same way. Your sales letter will not work well.

You need different sales letters when you write them in different languages.  It is unlikely a simple translation will get you good sales results.

If you are investing in a direct mail package to sell your product, you should also invest in appropriate sales copy for each different language you use.

A company that invests in hiring a copywriter to write a sales letter, knows that a good sales letter will bring in more money. That is why companies pay large sums of money for experienced copywriters to write their sales letters.

An Example Of How Translation Ruins The Sale

Have a look at this example of translation into English:

• Van Cleef And Arpel’s Feerie Perfume

It is easy to see the lack of good copywriting skills in the English text.  And the text reads as if it was simply translated from French.  The text may work well in the original version.

But here,  it does not go well with the elegant and expensive web design.

The English text will not add to the sales appeal.  In fact, the English text actually takes away some of the sales appeal.  And in some places the English is actually confusing.

It makes me wonder whether:

The translator did not do a good job.  Which would surprise me.

Or with a company this size, I would expect the translator was told to give a strict translation and to follow the original text as closely as possible.  A common problem.

Of course, in smaller French companies, the reason could also be because it was the technically minded webmaster that was asked to write the script.

The end result is a pity… especially after investing in such great design.

Foreign Language Sales Letters

As a marketing executive, I would never turn to a translator to write any sales copy. As a marketer this was easy for me to grasp even before I “discovered” copywriting as a profession.

How did I get foreign language sales copy?

The best solution is to network until you find a native language speaker with the right marketing and sales background to understand both your product and the foreign language market.

Yes, there are translators who do have copywriting skills.  There are also many translators who say they do copywriting, and yet do not have the skills.

If it is my product, I would still prefer  to spend the time to hunt down the person right for the job.

Professionals with good sales skills exist in all cultures.  Your international sales results will increase if you learn to seek out other people with native language sale skills in your industry.

Read more on Culturally Customized Content in these articles:
- What Is Copywriting?
- Customize Your Content For Different Cultures
- Translations, Foreign Language Content and Culturally Customized Content
- What Is Your Culture On The Social Web?
- Who Should You Get To Write Your Foreign Language Web Content
- The 2 Main Reasons Why Companies Do Not Have Good Foreign Language Content
- Who Do You Need To Write Your Foreign Content
- Multicultural Marketing And Colors
- The Phases Of Cultural Communication You Go Through To Increase International Sales
- Info-Products – Writing For International Readers
- Focus On Your Cultural Communication
- What Is International English?
- English For International Appeal
- Culture-Free Communication

And read even more in the…
Get International Clients International Sales Road Map

Culture Customized Content • How can culture-customized content increase your international sales? Find out more here.

International English • What is international English and what can it do your for business? Find out more here.

Cultural Web Tools • How can you connect faster with your international clients? Learn how to adapt your cultural web tools.

The short answer is that no matter what anyone thinks, you are the only one that can find the answer that question.

Here are a few guidelines to help you:

Elimination

First eliminate the obvious restrictions on international trade.

• Lethal products have restrictions

But do not automatically exclude international sales.

• It is usually not viable to sell fresh baked bread to foreign country, but a bakery would easily sell information products to international clients

This step requires a minimum level of common sense and some basic research.

Research Possibilities

Next, research some possibilities.This is a wide sweeping exercise.

• What do you have to sell?

International sales implies international clients.  And this means that you have something to sell to them.

• What would other people in other countries be willing to buy from you?

This is a tricky question, because you may not know what expertise or products you have that interest people in other countries.

When in doubt:

• Get on the phone and ask questions
• Research
• Test your idea

Test Your Idea

The best way for you to know whether you have an international market is to carry out a small test.  Rub elbows with your foreign clients.

The type of test you run depends on your business.

Ideally you need to get direct feedback from your international clients on your products.

If this is not possible you may decide to approach professionals that import similar products and get feedback at this level.

The Actions You Take Will Give You The Answer

There are many examples where people succeed in selling products into foreign markets, and there are also examples where people fail.  This is understandably why people are cautious.

The truth is that only your actions will tell you whether you nave an international market.   As you take action there are a few variables:

• Your product
• The country you are selling to
• Your timing

And there are also many other variables within each of these.

Test your idea on a small scale, and you will learn how to manoeuvre these variables in selling to international markets, whether you start off with an excellent product match or not.

More From Cindy

Interested in reading more on my personal opinions and experiences with cultural communication and international sales?

CindyKing.biz on cross-cultural communication

Read the whole story

This is part of the Get International Clients Business Guide 1 Discover Your International Business Be sure to check out the other useful tips to discover your international business.

Need Help?

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• Instructions on how to use Your International Sales Road Map

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• Core Business Guide 1 – Discover Your International Business

Simply click on one of the 8 different color coded boxes immediately below to access other core business guides.

My recent article on the definition of an International Sales Specialist raised a few questions on what makes a good international sales specialist.

Broad Base Of International Skills

First, I have to say that I distinguish different levels of international skills. The experts are easy to identify.  They always remain professional no matter where they are.

Their experience in multiple cultures is almost palpable.

• They do not get unnerved easily.
• They do not need guidance often in adapting to new cultures.
• If they need to ask a question it sounds like a question from another native and not a foreigner.

Here is something interesting…

All of the people I have met with expert international skills have been more quiet in nature.  They do not boast about their experience.  They have a certain humility about them.

Their quietness is a distinct contrast to the “international experts” with “expertise” in a small number of different cultural environments or regions.

International skills cover a broad range of interpersonal skills that help you adapt to different business environments.

Ability To Adapt To Different Cultures

Now, there are some people who do acquire international skills but do not adapt to different cultures well.

For example, these are people who live in a foreign country, but do not make the effort to understand and meet the other culture.

In addition to international skills, you need to be able to adjust yourself personally to different cultures.

Solid Basic Sales Skills

This is fairly obvious.  To be a good international sales specialist you need good basic sales skills.  And a strong broad base of basic skills will get you further than specialized sales skills.

In cross-cultural communication you usually need to simplify both what you say and how you say it.

Clear Vision Of Business Strategy

And this leads into needing a clear vision of your business strategy and an ability to quickly identify your clients business strategy.

The reason for this is again due to cross-cultural communication differences, your communication needs to clear and consistent.  And you can only communicate clearly and consistently and make international sales, when you have a very clear vision of the business strategies of both parties.

This is also the best way to navigate different business practices.  When you have good basic sales skills and the ability to see the whole picture, you will see how to get where you want to go.

Success Comes With Experience

In summary, a good international sales specialist needs

• Strong international skills
• The ability to adapt to different cultures

Both of these, should be acquired through experience with different cultural groups in different regions.  Diversity broadens these personal skills.

In addition, a good international sales specialist also needs these professional skills:

• Solid basic sales skills
• Clear vision of business strategy

There are different levels of expertise in all of these skills.  And the ability to adapt to a wide variety of cultures often depends on the person’s personal development in cross-cultural skills.

Read more on Culturally Customized Content in these articles:
- What Is An International Sales Specialist?
- Learning International Skills From A Course Or A Book
- Up-Sell Expectations Across Cultures

And read even more in the…
Get International Clients International Sales Road Map

Guide 1 – Discover Your International Business • Do you want to know how to develop your business abroad? • Do you know the different international marketing steps and the different steps to becoming a global business? Read more about how to discover your international business.

Cross-Culture Sales Guide • Are you finding cross-cultural sales a little difficult? Read more in this Get International Clients Business Guide

Cross-Cultural Negotiation Guide • Would you like an easy guide to keep you away from the big first time blunders? Read more in this Get International Clients Business Guide

Cross-cultural communication is not an exact science. When you begin a cross-cultural business conversation for the first time, you cannot be sure where it will end.

Within cultures, people are different. Within the same cultural group:

• There are different ways of saying hello
• There are different ways of being polite
• There are different ways of being respectful

Most people do not fully understand the way in which differences in cultures, and even within cultures, impact communication. Let’s look at how people approach cross-cultural communication.

Different Approaches In Developing Cross-Cultural Skills

On one end of the scale, some people enter a cross-cultural conversation without making any concessions. Some go as far as behaving as if everyone is from their own hometown.

This does not help you pick up good cross-cultural communication skills quickly.

On the other end of the scale, some people are excessively studious and read up on specific local habits. They want standardized answers on what to bring if you are invited to dinner, how to dress, when to arrive, what to say. They look for exact literal translations into their own cultural habits and language.

This also does not help you pick up good cross-cultural communication skills quickly.

Reformat Your Approach

Although both of these methods have their downfalls, practice often gets everyone to pick up good cross-cultural skills.

If you want an easier place to start, you can find a better place to start developing your international mind-set.

The best way to go into your first cross-cultural communication is use a whole brain approach

With your right brain learn to relax.

• Be confident
• Be yourself
• Become aware of your own communication

Then, with your left brain let yourself open to meeting this different culture.

• Recognize your own different personal feelings and beliefs
• Consciously put them to the side

A whole brain approach leads to a positive meeting.

Right Brain

Allow your right brain to become in tune with the other person’s emotions.

• Can you pick up any emotional signals?
• Does your communication appear to be in the same place?

Open yourself up to communication with this other person. Adapt your response to his. Let your right brain open your communication.

Left Brain

With your left brain, look at the scene from a different perspective.

• Is this an interactive dialog?
• Are you in the same dialog?

If something seems out of place in your conversation, ask your left brain if there is something you can do to improve communication. Do not go overboard. Let your left brain keep control of your actions.

A Whole Brain Approach

Appearing warm and communicative, ready to open conversation and taking suitable actions ensures great communication.

Remember, respectful and polite communication works well in all cultures.

The trick is know how to adjust your own definition of respectful and polite to fit in well with other cultures. A whole brain approach will guide you to do this.

Don’t miss this guide on Get International Clients:
- The Secret Of Successful Intercultural Communication

Here are some articles on Mindset In Cross-Cultural Communication:
- Cross Cultural Vision Is More Important Than Learning International Habits
- Communication Across Cultures Is Better With A Whole Brain Approach
- How To Acquire The Right Mindset For International Sales
- The Right Mindset For International Negotiations
- Boost Your Company Way Out Of Your Local Recession Field

Here are some articles on Cross-Cultural Communication Differences:
- Free Courses, Content And Culture Scams
- Different Countries = Different Rules
- Different Eye Tracking For Different Cultures
- Music In Cultural Differences

Read more on Cross-Cultural Communication Challenges in this article:
- Small Businesses Learn From Intercultural Communication Difficulties To Grow Their International Business

And read even more in the…
Get International Clients International Sales Road Map

Guide 5 – Connect With Your International Markets • How can you connect with your international clients?• What communication do you need to connect with international markets? Read about how to create your international marketing strategy.

Guide To Cultural Web Tools • How can you tweak your web site to improve your cross-cultural communication? Lots of tools here.

You need good web design for good online results

For any website aimed at an international audience, be it a personal blog or a corporation website, the web design is even more critical for acceptance.

Good website design can be the difference between a first time visitors leaving after a couple of seconds or adding your site to their favorites.

Here are seven tips to help improve your design:

1. Speed of Loading

Most people will leave your site if it’s not done loading in about 10 seconds. If you have an animation that loads so slow the “Loading…” sign appears on the screen, you will lose visitors who don’t have a fast connection.

Keep in mind that less than 5% of the world has broadband and less than 10% of the users in the most active internet countries have broadband. The 56k modem still exists and is considered good enough by most people.

2. Text should be easy to read

The text size should be big enough, and the background should work well with the text. Black on white is used most often because it is the easiest to read. Don’t decide to write green on red. If you want more color, choose very carefully to make sure it’s still easy to read.

Choose a common font style, one that everyone will have on their computers.

Font size can vary, but your text must be a readable size and in a font that people consider easy to read. It may be hot with your friends to write in Agency, but that does not make Agency a font that is easy to read.

3. Your layout and design should be consistent

If you switch between styles too much, you will confuse your visitors. If the design differs a lot throughout the website, people may think they are now on a different website since the layout changed. This is confusing.

International visitors already have to adjust their cultural perceptions to take in information that is not communicated to them in a way they are used to. Creating a consistent feel to your website will make it easier for them to get used to as they navigate your website.

4. Your website should be easy to navigate

Each link should be clearly identified – don’t use CLICK HERE. Give a description of where you want to take them.

Limit graphic navigation elements like buttons and tabs unless they are small and easy to load, easy to read, consistent. People will leave if they can’t figure out how your Flash menu works (that is, if they waited for it to load).

5. Be careful with music and sounds

Different cultures will react differently to sounds. They may be used to different rhythms, a different volume or a different style of sales pitch,

Remember to verify your target audiences, if your web pages automatically load with a loud audio difficult to turn off. Very few people like to have music forced on them while they navigate, especially if they are already listening to music or if they are supposed to be working.

If you NEED the music, by default have it turned off with an easy button to activate the sound. Do not have the reverse as the default, forcing people to turn your music off or quickly close your web page.

6. Design for browser compatibility

Most people use Internet Explorer on Windows. But not everyone. Do you want to offend those that don’t?

Since most people don’t make the choice to change from Internet Explorer you should understand that those who chosen other browsers are probably more mature internet users. Do not offend them by not testing for their browsers.

If you are targeting technology driven markets, you should do some research. Your readers are more likely to use the newest browsers and gadgets such as PDAs and Blackberries. Having a browser window with frames on a PDA is a nightmare.

Remember to research all of your international audiences and make sure you can see your website as they see it. This might be difficult from your own computer screen.

7. Design for all screen resolutions

You may like to surf in 1240×1080 with your new screen, but some people still use standard sizes. When working on your website, resize the window several times to see what does not work.

What is popular in your international audiences?

Research your international audiences, test and adjust your website design

A little research to see how foreign visitors to your website actually see your website and how they react to your web pages might provide you with some surprising insights.

If you have a doubt, test, test and test! Find people in your target audience and have them surf. Many people like to be chosen as beta testers. You give them a sense of value that costs you nothing, helps you develop a better site, and starts word of mouth advertising.

Adjusting your web design to the feedback you get will make visiting your website a good experience to all of your international readers.

If you follow these tips your web site will be friendlier for all of your international visitors.

Don’t miss the business guide on Get International Clients
-Website Internationalization Guide

As a North American International Sales & Marketing professional in Europe for over 20 years I have a fair bit of negotiation experience between North Americans and Europeans. As I was often the most multilingual person in the office I was often called in desperation when my colleagues thought all communications had be permanently severed with their clients.

There is one essential thing I picked up: if you are well prepared you will be able to navigate the cross-cultural negotiation challenges that inevitably pop up.

So, before any cross-cultural meeting don’t skip the essential preparation. Set aside enough time to sit down, think about the person you will be meeting and clearly identify:

· What does your client want?
· What do you want to sell him?
· What cards can you play?
· What cards he may want but you can’t play or give at any cost?
· What are you prepared to negotiate?
· What win-win outcome possibilities do you see?

After that it is all in your mindset. The right attitude will reap dividends. It is hard to describe but it is easy to recognize people who do have the international mindset. It is also blatantly obvious when someone thinks he has mastered international communications and hasn’t. This is often because he has only dealt with one foreign country or only superficially.

So here is my short definition of the intrinsic element to an international mindset:

Quiet Unassuming Confidence

The key to succeed in international negotiations is having a quiet confidence of your own capabilities. Assume your position without infringing of the boundaries of the others. But do it with quiet confidence.

Knowing you have done all of your homework will help you be confident. Doing your homework will also make it easier to immediately identify any cross-cultural communication difficulties. You will be able to ask questions to clarify the agenda and get the ball moving again in the direction you want. The smoother your communication the easier it is to appear professional.

The more professional you appear the more credibility you have.

Here are a few more tips I picked up along the way for other North American – European negotiations:

Dress

Industry operating environments can change dramatically from country to country. In one country navy suits for men will be the norm and the same industry in another country will be more tolerant. This was the case when I worked in television in London. As a woman I had it easy, but I did wear a blue suit during all out of the office negotiations when I hadn’t previously met my client.

Perfume

Here in France I have gotten used to wearing more perfume than my North American counterparts. I am careful of adapting these habits when traveling to North America. I just would not be able to carry out a good negotiation if I were to wear perfume as I do in France. Smell just seems to be something people notice in others they do not know well.

Smiles

Being North American I smile a lot more than most Europeans. Smiling can be taken as being threatening, or over-provocative, yes, even here in Europe, without going further east. This is something I did not change very often. I smile as I would normally do in North America. But I might change this if I were to have different responsibilities. Too many acquaintances come up to me here in France asking me not to smile, or why I’m smiling.

Cheek Kisses

Smiling leads into the habit of greeting everyone with kisses on the cheeks. I would much rather shake hands or just smile rather than having to stick out my cheek for greetings to everyone I meet. There is an art to it which I will not go into here. The number of kisses depends on the region you are in, the age of the people, and other factors the locals don’t seem to agree on anyways.

But remember that it is a practice that is assimilated to simply saying hello. If you come across someone you would normally say hello to in a country where cheek kisses are the norm, it means no more than saying hello. But if you don’t give yourself in to the practice some people can be offended that you did not say “hello”.

Using Your Cultural Advantages

Being North American living in France and speaking French, I have often gotten away with addressing all of my colleagues as “tu” instead of the more formal “vous”. But I would never do this by force. And I always call people by the given name they were introduced to me with.

Americans have the habit of calling others nick names. This can work for you or against you. You will have to adapt. Personally, being a woman, I find it easier to avoid.

Adapting To Different Cultural Practices

There are two examples that immediately come to mind because they are the two things I don’t like. In France eating and drinking seem to be an obligatory part of every negotiation. Having a glass of wine at lunch when you know you have a full afternoons work to do afterwards is always challenging. There are times when it is possible to avoid drinking. However there are also times when it is well advised to have that glass of wine to fit in with the key players.

The second example is the dress code for North American women to wear stockings with skirts at all times of the year even during a heat wave. The offices are often air-conditioned so it is easy to deal with a jacket, but stockings are an oddity.

Men & Women In Negotiations

Be aware that a male/female sales team works differently in different cultures. On occasion I will hear of a well-dressed woman being invited into a cross-cultural negotiation meeting without any clear role in the negotiation process. Each time has led to the other (male) party asking for the woman to leave the room. I have never personally been in one of those meetings.

Team Play

This has been a source of great fun and success for me. Multicultural sales teams who are aware of the different way they are perceived in a given culture have the opportunity of using and playing on a very wide range of natural skills. This works extremely well if you work together outside of the negotiation.

Cultural misunderstandings do happen. Sometimes more than we would like. The good news is that the more practice you have the easier it gets to develop good cross-cultural communication skills. The rewards are both personally enriching.

If you follow these tips your web site will be friendlier for all of your international visitors.

Don’t miss this guide on Get International Clients:
- Cross-Cultural Negotiation 101

Read more articles on International Business Negotiations:
- Don’t Waste Your Time Negotiating With The Wrong Person
- The Right Mindset For International Negotiations
- Multicultural Client Skills For Small Businesses – 8 Point Strategy For Intercultural Negotiations

What small business development tool will allow a company to communicate internationally and also provide feedback from foreign leads and clients?

Would you believe a Two Page Monthly Newsletter translated into the language of your international target market?

With a little thought and preparation a two page monthly newsletter is the best platform for a small business to start an integrated international marketing plan.

Limiting your monthly newsletter to 2 pages makes it very versatile and limits translation costs. The newsletter can be printed recto-verso on demand from your own office printer. There are many cultures where a hard copy is considered important. A hard copy is seen to have more value than an email. Using your office printer eliminates expensive publishing costs. A factor small businesses really appreciate when they are just starting to develop your international client base.

If your monthly newsletter is evergreen in its topic and by not highlighting the date you will be able to leverage it as an international communication tool for a long time.

You can fit 4 articles in the two page newsletter on a variety of subjects. You should make sure that the articles interesting and on useful topics for your international readers. This gives you the space to write about your products, your company, your industry and your success stories. A newsletter can contain links to guides, handbooks and other information that your client will need and that you can make available on the internet.

Four articles in a newsletter can easily be re-purposed into 4 weekly emails with no extra translation costs. The four articles can even be re-purposed into more than 20 different formats, with little or no further expense, leading to multi-channel marketing. The original newsletter articles can also be made available in online formats, for example, using audio, video or PowerPoint.
All of the communication tools you create each month can be inter-linked and create interactivity with your international prospects and clients.

How have you adapted your international business strategy to multicultural markets?

I would like to offer you a mini-poster “7 Vital Monthly Information Products For Your International Business Development”. Go http://askcindyking.com, fill in the biggest question that you have about developing your business internationally and I will mail you the mini-poster.

Here are a few more International Content Creation articles:
- Who Do You Need To Write Your Foreign Content
- Web Content Conference In French
- Third Transition To A Global Market Internet Business
- An International Development Template
- Foreign Language Communication Simplified
- Easy Small Business Strategy Strengthens International Client Relationships
- Best Small Business Tool For Building Trust In International Clients

You might also like to read the Translation Tool articles:
- How To Use Online Translation Tools
- Translation Widgets – A Small Step Towards Website Globalization
- Online Translations Tools Write Bad Sales Copy

Download this free cross-cultural communication tool on Get International Clients – Translation Widget

Small And Very Small Companies

Most of the small companies do not really have a marketing strategy.  They assume international marketing is a website.

And occasionally, if they realize this is not enough, they look for specific internet tactics to find the right solution.

Larger Companies

What happens here is inaction.

I have come across different excuses for the inaction, but inaction is the main barrier to establishing an effective international marketing strategy.

Company Centered Barriers

Now if you talk to company executives who are struggling with their international business development, you will often hear market-centered excuses.

• Language barriers
• Market differences
• No market for our products

…that sort of thing.

They focus on perceived market-centered barriers.

Now, let’s go back…

Have a closer look at the two barriers I gave earlier:

• No real marketing strategy
• Inaction

These are company-centered barriers.

International Marketing Gives You The Answers

In order to develop your business abroad you absolutely need to understand each of your international markets.

If you think you can target one broad international audience without digging deeper into each specific country and culture, have a look at these two articles:

• 5 Traditional Marketing Steps To Become An International Business
• The 7 Traditional Paths To International Business Development

Review these with your own business and then read this:

• Why Selling To Everyone Is Too Expensive

In international business development your international marketing gives you information you need to make your overall strategy.

Even when you use preliminary market research to guide your international business expansion, you will still need to rely very heavily on your international marketing.

International marketing performs two important tasks.  It gives you the information you need to:

• Make the best decisions for your overall business strategies.
• Find out how each of your foreign markets wants to be sold to.

A Real International Marketing Strategy

Marketing is about communicating with your market. You aim for a two way relationship to make sales.  International marketing is the same, but with international markets.

Imagine giving a speech to a huge crowd of people.  That is what you do on the web.

You can create a two-way relationship with one communication for a large crowd…

…if the crowd of people you are talking to has something in common, with you and with themselves.

But international markets are made up of several different countries and cultures.  This crowd of people is already different.

Action

No matter how great your international business strategy is, you need to put it into action for it to work.

Remember…

• International marketing will give you vital feedback for the success of your international expansion.
• International marketing is authentic interaction with each of your foreign markets.

Many larger companies get caught up into inaction, because every department head wants to control the strategy.

This gives an interesting twist the problem.  Instead of one person speaking to a crowd, you have a crowd speaking to a crowd.

…Now just how do you expect to create authentic communication with people you do not understand in the first place?

Of course, you can say that big companies do this.  Big companies also have big budgets, they can afford expensive mistakes.

Getting Beyond The Barriers

Without any real international marketing strategy and without taking action, your dreams of an international business will never get off the ground.

In today’s North American business world, I often think business complicate things.  There is so much intellectualization of sales and marketing.

International business is most successful when it is kept simple.

You have something to sell.  You just need to know:

• How your buyer wants it
• Why he wants
• Where he wants it
• How he wants to be sold
• Where he wants to be sold
• When he wants to be sold

These are the same basic questions you need to answer for your domestic market. Luckily for your domestic market, you probably know most of the answers to these questions.  And if you don’t it is easy for you to make an educated guess, or carry out a little market research with fast and accurate results.

International markets make this a little harder because you do not have the answers to any of these questions.  The smallest assumptions can jeopardize the success of your international strategy.

The solution is easy…

• Start with a clean slate.
• Methodically use your international marketing for your international market research.
• Cross-research your results.
• Regularly revaluate your strategy.