You are Global Ready NOW! Find that In-Country Sales Agent or Distributor

New Markets are opening for your product. How do you decide to use an in-country sales rep (agent) or distributor?

You did all the work, researched, educated yourself and staff, went to seminars, workshops and more. You worked with the SBDC, US Commercial Service, your State Agency, local economic development and connected with tens of people who all want to see you make it here and sell it anywhere.

Now, how do you connect with the right sales agent? Will they correctly communicate your message or image ? Or will they sell sex, drugs and your product? Pictured is a shop in Israel that sells olive oil and ... Be sure your new sales agent/rep or distributor honors your product. Decide whether you use a distributor or sales agent/rep – better yet what is the difference?

In-Country representation is needed to build your brand.  You may want total control over the message, the distribution, pricing, etc. If you do then a rep is the best choice. A sales representative acts as your salesperson. They represent your company by creating connections with potential buyers and arranging the sale of your products in country. He or She is usually an independent contractor who gets a commission off of the products sales they make.

Working with sales reps (agents), allows you to maintain control over the translations, marketing message and distribution. Many of my clients have chosen this path knowing the translations are maintained by a professional agency whose first concern is the client’s message. The message is consistent with their branding and complies with safety guidelines.

 A distributor will buy your products at wholesale and resell them to their customers in that region or country.  The distributor will maintain an inventory and have ownership of the products they purchased from you. The distributor takes care of all the functions of a business in their country. You keep manufacturing your products; they market them, have an inventory and distribute them. The distributor places orders with you. Your main concern is manufacturing not managing the sales abroad. You have less control with a distributor.

When choosing a distributor, one problem our clients have had is not maintaining a consistent message. If you choose a distributor, ask if you can create the marketing and maintain the translations in house. This will enable you to maintain a consistent brand and information.

Points to consider when talking with a potential sales agent/distributor:

• How fluent are they in your language? 
• Is there a language barrier?
• Do they have clients that are competitors?
• Are their clients in vertical markets?
• How well do they know your industry and product?
• Do they have current clients that you can talk with?
• Are they established?
• What is their reputation?
• Shipping/Logistic concerns?

The next blog will address some avenues you can take to find that sales agent/distributor. 

We can help you with all of your language translations needs! Please visit us at www.allcleartranslations.com or email me directly Linda@allcleartranslations.com

I am excited to meet Terri Morrison author of my favorite International Business Guide!

Have you ever had the opportunity to meet an expert, celebrity, politician that you follow?  I have that opportunity on March 26th when Terri Morrison author of "Kiss Bow or Shake Hands" will be speaking at the Meadville Country Club. This event sponsored by the Northwest PA Commission is going to be a great time. Hearing what Terri has to say about culture and international business will be educational and entertaining. Terri sent her article, Bad Brands and Translation Blunders to share with my wonderful readers!

Bad Brands and Translation Blunders: I Love You, and other foreign language faux pas     by Terri Morrison

    As Alexander Pope said, “A little knowledge is a dangerous thing.” But could learning just a few phrases in a foreign language actually be hazardous? Yes and no.
    In Madrid a few years ago, some coworkers and I stopped at a café for coffee. At least that’s what I ordered. My associate from England was more interested in a lovely cup of tea. But as he looked up at the stunning Spanish waitress, his basic Spanish 101 request came out as “Te quiero” (I love you) instead of “Quiero té” (I want tea). Lucky for him, the waitress smiled – and sat in his lap!
Of course, he was dead chuffed (utterly delighted) and now loves Spain. However, language blunders and poor translations rarely work in our favor.
    Many global firms have struggled with poor translations of everything from annual reports to brand names. Appropriate translations can be particularly challenging in a language that has a different writing system. In written Chinese, characters can represent abstract ideas, so names are very evocative. A poor choice is more than embarrassing; it can sink your business. But propitious ones sell products.
    Adam Wooten, director of translation services at Lingotek (visit lingotek.com), described how Microsoft’s search engine, Bing, eluded disaster in China. “Some Chinese characters that sound like Bing can mean “sick” or have other negative connotations – which would not bode well for Chinese Internet users.” Fortunately, Microsoft identified this problem in its research and added another Chinese character, changing the pronunciation to Bi-ying. “Bi-ying basically means ‘certain to respond’ – a very auspicious phrase for a search engine,” Wooten says.
    For every good Bi ying, or Kekou Kele (Coca-Cola’s Chinese moniker means “Delicious Happiness”) there are as many corporate brand name blunders. Check out these faux pas and see if you can match the tacky name with its company.
1) Incubus
2) Mondelēz
3) Air Bakin’, Air Grill, etc.
4) Bensi

A) Nike
B) Mercedes Benz
C) Reebok
D) Kraft

Answers:
1, C: Yes, Reebok named a sneaker after a mythological demon who rapes women at night. It flopped.
2, D: Mondelēz (pronounced Mohndah- LEEZ) is the new name for Kraft’s $35 billion snack foods company.
Basically Mondelēz violates three rules for a new brand name:
    If you need the Oxford Guide to Etymology to explain how the word is pronounced and what it means, then it probably won’t be easy to remember.
If the word or acronym has any unpleasant connotations anywhere in the world, you might want to skip it. A little research reveals that in Russian, Mondelēz is a lewd, crude, and socially unacceptable
term. If you’re targeting Oreos consumers, you should probably strive for a PG rating.
    Can you write it right? In Mondelēz, the line above the second ‘e’ (called a “macron”) is not even consistently rendered in Kraft’s press releases. The Wall Street Journal reports a Kraft spokesperson saying: “This makes our marketing people sad.”
3, A: Nike was forced to recall thousands of pairs of Air Bakin’, Air BBQ, Air Grill, and Air Melt shoes because of a decoration intended to resemble fire on the back of the sneakers. Unfortunately, when viewed from right to left (which is the way Arabic is read), the flames resembled the Arabic
word for Allah. Muslims saw this as a desecration on two levels:
The name of Allah may not be used on a product.  Arabic tradition deems the foot unclean. Facing worldwide protests and boycotts, Nike recalled the expensive sneakers. (On the good side, Nike’s brand name in China is Naike, which works well because it relates to endurance and perseverance.)
4, B: When Mercedes-Benz was initially translated for the Chinese market, it was rendered Bensi, which means “rush to die.” Fortunately, Stuttgart management made some changes and the brand became Benchi, or “run quickly as if flying.” Translation blunders are obviously embarrassing and expensive. But multinational firms seem at a loss sometimes to avoid errors in global communications. They turn to marketing research firms and forget about quality translations. Having your collateral translated well the first time is not only cost effective, it demonstrates respect for
your prospects and clients.
    As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Finding professional translators is relatively easy these days. LinkedIn has translation groups filled with professionals who would love to
help. Try LinkedIn’s Language Jobs group (with over 20,000 members), Localization Professionals group, or the American Translators Association to start, and post your jobs and questions in front of pros.

Terri Morrison is a speaker and co-author of nine books, including Kiss, Bow or Shake Hands: The Bestselling Guide to Doing Business in More Than Sixty Countries, and her new book, Kiss, Bow or Shake Hands: Sales & Marketing. She is president of Getting Through Customs, developers of
Kiss Bow or Shake Hands Digital - available through McGraw-Hill Digital. Twitter @KissBowAuthor. Visit TerriMorrison.com

We can help you with all of your language translations needs! Please visit us at www.allcleartranslations.com or email me directly Linda@allcleartranslations.com

Lists of Jaw Dropping Export Markets, Industries, Emerging Regions and Top US Exports

Some lists that are interesting and can help you define your direction for your next new market! Click on their links to learn more.

The World’s 10 Fastest Growing Metropolitan Areas

Check out these cities in Asia and the Middle East. Think regionally when you are looking for new customers! 1. Macau (Macao)

http://www.brookings.edu/blogs/the-avenue/posts/2015/02/10-worlds-10-fastest-growing-metropolitan-areas-parilla-trujillo

Top 7 Emerging Markets you should consider: http://fortune.com/2015/01/22/the-new-world-of-business/

All of these markets except Poland have a majority population under 30 years old.

India

Columbia

Indonesia

Kenya

Malaysia

Mexico

Poland

United States Top 10 Exports!

http://www.worldstopexports.com/united-states-top-10-exports/2001

1.    Machines, engines, pumps: US$219,566,232,000 (13.5% of total exports)

2.    Electronic equipment: $171,966,197,000 (10.6%)

3.    Oil: $157,213,437,000 (9.7%)

4.    Vehicles: $135,797,903,000 (8.4%)

5.    Aircraft, spacecraft: $124,831,567,000 (7.7%)

6.    Medical, technical equipment: $84,879,104,000 (5.2%)

7.    Gems, precious metals, coins: $65,522,480,000 (4.0%)

8.    Plastics: $63,025,216,000 (3.9%)

9.    Pharmaceuticals: $43,967,977,000 (2.7%)

10.  Organic chemicals: $42,255,264,000 (2.6%)

Top Ten pharma markets in the world

http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Life-Sciences-Winning-in-Emerging-Markets-to-Drive-Growth.pdf

Emerging Markets will be great markets for pharma/healthcare products. Projections show four BRIC nations will all be in the top 10 of global pharmaceutical markets and will constitute 30 percent of the top-10 market.

1. USA
2. China
3. Japan
4. Brazil
5. Germany
6. France
7. Italy
8. India
9. Russia
10. Canada

When Your Client Values Multilingual Communication, the Sky Is The Limit!

As a vendor of international communications in the form of translations and telephone interpreting, I am always grateful when working with a client that visualizes a bigger picture, a way to help companies in many countries and understands the way to grow is with a global solution.. TrackAbout is a dynamic and innovative asset tracking solutions company that immediately saw the benefits of reaching a global audience for their clients. Their marketing and sales initiatives were always on a global scale. They have created a proprietary asset tracking solution for clients in many languages using All Clear Translations. We have helped them create a multilingual solution that will be read by end users the world over, thereby making it easy for clients to use it in any region. Please read Christine Span's blog to understand how languages will benefit your clients, sales,and end users.

MONDAY, MARCH 2, 2015 / 9:43 AM
BY CHRISTINE SPAN - MARKETING SPECIALIST for TrackAbout

As a result of efforts like the General Agreement on Tariffs and Trade (GATT) and organizations like the World Trade Organization, economies across the globe are becoming increasingly intertwined as economic barriers continue to diminish. The Internet has fueled globalization by creating a cheaper, easier and faster means of communication, providing a pool of limitless information and advancing e-commerce. As a result, the international market isn’t so dependent on national borders anymore.

As economic globalization continues to grow, English is increasingly considered a core competency. A report by EF Education First states, “Around the world, companies are conducting more and more of their business in English. Those that are not may be lagging behind their competitors.” The report also states that English proficiency among adults is rising worldwide, and that high English proficiency correlates with the ease of doing business.

Furthermore, according to the Harvard Business Review, “More and more multinational companies are mandating English as the common corporate language – Airbus, Daimler-Chrysler, Fast Retailing, Nokia, Renault, Samsung, SAP, Technicolor, and Microsoft in Beijing, to name a few – in an attempt to facilitate communication and performance across geographically diverse functions and business endeavors.”

Given this evidence, it might seem that there is no need for software globalization. Surely, if English is key to business success, the burden is on the end user to learn English. The truth is that the rise of English proficiency among adults is far from uniform in all countries and all populations. According to the EF Education First report, “Asian countries have a wide range of proficiency levels, from high to very low, with dramatic progress alongside persistent stagnation.” Similarly, “Almost all countries in Latin America, the Middle East, and North Africa have low or very low English proficiency. Although a few countries are improving in these regions, most are not.”

While English is the global language of business, not all software users speak English. Not all speakers of English as a second language are able to use the language in their daily work. At the end user level, they may only know enough English to get by. This isn’t acceptable in the real world business environment where all users need to understand and use the software accurately and quickly.

Multinational companies want standardized solutions that can be used across their global locations. But if their end user employees are challenged by a language barrier, the efficiency of the operation suffers. IBM project managers Kenneth McKethan, Jr. and Graciela White wrote, “Software that is available in the user’s own language and runs on a localized operating system provides a great convenience to the user and represents a huge competitive advantage. Given the predominance of languages other than English, it just makes good business sense to address those markets.”

At TrackAbout, global opportunities are one of the keys to our success. At the time of this article, TrackAbout software is used in 16 countries – Australia, Bahamas, Belgium, Brazil, Canada, China, Czech Republic, Greece, Malaysia, Mexico, Qatar, Singapore, South Africa, Thailand, Turkey and the United States – and is available in 11 languages – Chinese (simplified), Czech, Dutch, English, French, German, Greek, Italian, Portuguese (Brazil), Spanish (Mexico) and Turkish. Our software is localized for ease of use for the end user by conforming to local accounting principles, currency, date and time formatting, etc. In 2014, we welcomed our first partner in Western Europe. Reverse IT is an IT service provider and mobile computing hardware specialist, based in Emmen, Netherlands.

TrackAbout is the proven asset tracking software solution for companies with international ambitions and multinational requirements. If you’re doing business solely in the United States, you might think this is irrelevant as it may appear to have little impact on your daily operations. We ask you to think again.

Immigrant workers and their children will account for virtually all of the growth in the U.S. labor force in the coming decades, and most of them will have limited English skills. According to the Metropolitan Policy Program, nearly one in 10 working-age U.S. adults (that’s 19.2 million people between the ages of 16 and 64) is considered limited English proficient (LEP). Two-thirds of this population speaks Spanish. “English proficiency is a strong predictor of economic standing among immigrants regardless of the amount of education they have attained, and it is associated with the greater academic and economic success of the workers’ children. Conversely, limited English proficiency represents a loss of productivity that results in not only lower wages, but also lower tax revenues and consumer spending for local areas.”

When evaluating your asset tracking requirements and software vendors, don’t overlook the impact that language barriers can have in growing your business. As you expand to new markets or geographies, increase capacity or manage new business units, you need flexible software designed for growth and the global economy. TrackAbout offers a multilingual solution that is validated by some of the world’s largest enterprises.