Aligning businesses with different cultures

Qualify International Leads

Good sales professionals do not want to waste time on leads that will never turn into sales.  This is why they qualify their leads.  To concentrate their efforts where they have the most chance of success.

Lead qualification in international sales is also important.  The international element can potentially increase your costs in getting leads.  So you do not want to waste your efforts.

Remember, a good lead qualification process tells you where to focus your time and effort for a maximum sales.

International Leads Need More Time To Qualify

If you are just starting international sales, lead qualification can be a little tricky.  Cross-cultural communication can:

• Make appearance deceiving
• Slow the sales process
• Influence sales timing

This is why you must think about your lead disqualification process very carefully for international sales.

If you disqualify international leads based only on your own assumptions you could disqualify valid leads too soon.

Yes, experience in a specific cultural market does help you to make better disqualification decisions.  But, you will also find that your qualification process will probably need to be adjusted for each foreign market you sell to.

International Market Intelligence

There is a major advantage to this different sales process.  If you take the time to listen to your international prospects you can learn much more through this direct sales contact than through standard market research.

This is why international sales professionals must communicate closely with their company’s other international sales and marketing staff.

A little bit of good teamwork behind the scenes and some extra analysis on the front lines can give your company a competitive edge.

And who knows, you may see other sales opportunities because you take the time to listen and use company teamwork to respond to new markets.

Balance Your Lead Qualification Process

The lead qualification process can be have a different timing.  It can be shorter or it can be longer.  Your evaluation process may need to change.  But while you adjust to your international lead qualification process, keep in mind the value of:

• Giving your international clients the time to buy
• Getting international market intelligence from direct contact with your foreign markets

A good international lead qualification process is based on balancing these elements into the sales equation.

More From Cindy

Interested in reading more on my personal opinions and experiences on how to connect with international markets?

CindyKing.biz International Sales

Read The Whole Story

• How can you connect with your international clients?

• What communication do you need to connect with international markets?

• What are the key components of an effective international marketing strategy?

This is part of the Core Business Guide 6 Run Your International Sales Strategy Be sure to check out the other elements you need to run your international sales strategy

And for many businesses this is also a part of the Core Business Guide 4 Build Your International Marketing Strategy Be sure to check out the other elements you need to build your international marketing strategy

Need Help?

Need instructions?

• Instructions on how to use Your International Sales Road Map

Need to see where this fits in?

• A complete list of current Core Business Guides & Sub Guides for Your International Sales Road Map.

Still confused? Review your answers in the first Core Business Guide

• 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.

Assumptions are the source of many cultural blunders.

If you enter international business with wrong assumptions, and you do not correct them, then you have little chance of success.

If you make a wrong assumption during an international sales call, you can lose the sale.

Wrong assumptions lead to poor cross-cultural communication.  They slow down your international sales process, and can even jeopardize your success.

The problem is that it is easy, almost natural, to make assumptions when you first begin international sales.  It takes time get to know different cultures and to adapt your sales process.  And before you learn to adapt your sales process, it is easy to make assumptions.

There are a few ways where assumptions seem to pop up more than others.

Lack Of Effort

If this is your first experience of international sales, you may not realize how important it is to get to know your new foreign markets.  You need to adapt your business tactics to different cultures.

A lack of effort in getting to know who your international clients are leads you into all sorts of wrong assumptions.  And your chances of making many international sales go slowly down the drain.

The difficulty is that we may not even know that our assumptions are misleading us.

False Perceptions

A more covert form of miscommunication pops up when we allow our own cultural perceptions to give reason to our assumptions.

When we base assumptions on our own perceptions meaningful communication is impossible.

The trouble starts here starts within ourselves. We perceive things, but interpret them wrongly.

Cultural Generalizations

Assumptions can also pop up due to accepted cultural generalizations.

We usually acquire these generalizations from our environment.

Avoid Cultural Assumptions

So, how can you avoid falling into the trap?

The easiest way to:

• First, refrain from reacting emotionally
• Then, get curious
• Turn to your international prospect, client or market
• Ask questions

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 5 Connect With Your International Markets Be sure to check out the other useful tips to connect with your international markets.

Need Help?

Need instructions?

• Instructions on how to use Your International Sales Road Map

Need to see where this fits in?

• A complete list of current Core Business Guides & Sub Guides for Your International Sales Road Map.

Still confused? Review your answers in the first Core Business Guide

• 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.

Why a systematic case study plan at time of sale is important to your international business development.

If you implement a systematic case study plan at the time of sale, you will get several case study elements. Some of your clients may not be willing to commit to a full case study. Not to worry.

There are three variations of the case study.

1. The most sought after is the long format case study with the full story and results outlined. This can be used printed out or in PDF format online by your sales teams, on your website and even as a call to action.

2. A short story testimonial is a few short paragraphs long. It can be used in your monthly newsletter, your ezine, in a sidebar in your promotional material online and offline.

3. The shortest form is a quote. Some quotes can be as long a short story testimonial. The more specific the quote the better for you, highlighting the type of information you would have in a full length case study. Quotes are the most versatile benefit of having a systematic case study plan. These can be used to build your credibility in almost all of your international communication tools.

Remember to ask for permission to use your client’s full name, location and some contact details if possible. A quote without at least the name and location will lack credibility. Photos and audio testimonials are great to add as well and can add even more appeal to your online marketing.

And what happens if your international client says he is not interested in your case study program when you mention it to him at the time of sale? Or what if you forget to ask? Follow up at the appropriate time, when enough time has elapsed for him to evaluate your product and ask him another question.

Ask him for a referral. Does he know of any other companies in his country who could benefit form your product?

All of this dialogue with your international clients will be easy. It will create dynamic relationships with your clients. And you will learn more about your international markets.

Use this action-incentive tool in addition to the prospect-generating monthly international communication tools discussed last week as part of your International Business Development Strategy.

Case studies are the first of seven action-incentive tools. How can the other six action-incentive tools help your international business?

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

5 Success Keys For Small Businesses Developing Into International Markets

As a small business would you like to have clients from exotic places? An online business can in theory open business opportunities for you all around the world. But does your website actually get your message to cross cultures? Are you actually communicating with people from afar?

Hold off a moment with your website translations. Do you really know what you are getting yourself into? Before deciding to develop your company abroad, here are 5 success elements to things to consider.

Target – online companies need to set up localized websites to target each specific culture. You will need to have one website for each country you are targeting. This is the only way your message can be effective.

Flexibility – once you get feedback from your targeted website, you must be prepared to change your approach if necessary. Flexibility is critical throughout all of your business processes.

Awareness – As you target your foreign market, adjust your communication and business practices as needed, you will become more aware of your foreign market. Once you acquire this awareness of your foreign market you will be able to evaluate other business opportunities specific to each country.

Readiness – When you spot opportunities in a specific cultural market, you need to be ready. You will need to communicate with your prospects in a way they understand. You might need local staff or business partners.

Do you know how things are done in your target market? Even if you think you have all of the answers, there are often adjustments to be made. You must be ready to adapt to situations.

Reactivity – Once you have an international presence, the rate of your success will depend on your reactivity. Countries are different. Cultures are different. Markets are different. And this means there are different opportunities for your products and services. Reactivity to these opportunities can make your international business a success.

If you are prepared to embrace these 5 elements of a successful international development, you are ready to start the adventure of opening your company internationally.

This article is part of a series on International Market Research. Here are the other articles in this series:

• Take Action To Uncover International Business Opportunities
• 7 Initial Market Research Ideas To Define Your First International Expansion
• Initial International Market Research Can Feel Like A Cliff Hanger
• International Market Research - Don’t Get Stumped When Digital Age Communication Fails
• How To Learn From Intercultural Communication Difficulties
• 5 Factors To Consider When Marketing To Different Cultures
• Music In Cultural Differences

What international business development tool is so powerful it calls your prospects and clients to action… and can demolish the biggest stumbling block of all in international business?

A Case Study

You see, telling a story is a very powerful communication tool. It speaks across cultures, across language levels. A case study is a story. The story of how one of your clients had a problem, how he chose your product as the solution, and the results he has had.

A case study often has more selling power to international prospects than any other promotional document because the case study tells the story of someone else resolving the same issue your client has.

If you have a success story with any foreign client it is a fantastic tool throughout all of your international markets and you should make a case study do describe that success. If the success story is with a client located in the country you are targeting it is even better. If you don’t have an international client case study but you do have local client case studies, don’t let that stop you. Your story will still have great pull because it still shows a problem and a solution.

The case study also has one enormous benefit often missed. In international business in a multicultural environment, the biggest barrier to your international sales is trust. The nature of a case study helps you get past the lack of trust and helps build your credibility. The Case study shows someone who has already succeeded because they trusted you.

This example alone should motivate small businesses to implement a systematic case study program. When you are at the moment of completing a sale, bring up the possibility of writing a case study with your client.

Don’t you already tell your client you are interested in hearing how he likes your product, and the results he gets? Well go one step further at the time of sale, tell him you have a case study program and would love to give his company the exposure if he is happy with your product. Make sure that you follow up at the appropriate time.

Think of creating a success story of each sales point on your products and services list, in each of your markets, by industry and by country. Just imagine the strength of your sales pitch if you have a case study for each client.

Your case studies will be of great use in your integrated marketing plan. It is the first of seven action incentive tools. How can the other six action-incentive tools help your international business?

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

International Business Development

Small businesses complicate their efforts in trying to uncover international business opportunities. Their own personal actions have far more impact on their success than relying on translators and looking for foreign joint venture partners.

The small actions you can take at home will have more immediate impact on your international business development than the services you can buy. Why is this? The more interaction you have in learning more about your foreign markets, the more you will be able to equate your acquired market knowledge with the products and services you sell.

Yes, you will probably end up needing the services from your target market. But the knowledge you can acquire from the countries where you would like to grow your business is priceless.

Sure translations are important. Adapting your sales materials to for a perfect cultural fit is important. But if you can start off from where you are, with what you have, you will learn a lot more in the process and you will make a better choice when seeking to get those foreign services.

Actions : If you already have some international clients or prospects :

- Develop those contacts further, so that you can learn more about those clients. - Call them up.
- Find the appropriate person to speak with.
- Talk to him.
- Ask him if he liked your products and why.
- Ask how he finds your products different to what he can buy locally.
- Ask him if he knows anyone else locally who could benefit from your product.

Actions : If you do not already have international clients and don’t know where to start:

- Which market do you think your product might sell well in?
- Or is there an international market that really attracts you?
- Choose a country and start researching.
- Google your competition in that country.
- Use Google Advance Search to set the country.
- Use automatic website translation software to read online.
- Get a feel for the market.
- Then pick up your phone, call your embassy in that country.
- Are there any other associations in that country for professionals from your country living there?
- Get on the phone and start talking to people.
- If you feel you are not getting anywhere, change your conversation style.
- Ask different questions.

You need to know as much as possible about each specific foreign market. Start off slowly, one country at a time. Make a concentrated effort to understand everyone’s opinion. You will begin to see a path to take.

Next Step

Once you have a basic understanding of your foreign market. Create a localized website, in your target country. Start with a mirror image of your main website.

You will need to adapt your communication to local cultures. Ask for local market feedback. Depending on your target market you may be able to do this in your own language.

You may want to set up a landing page with a survey for locals in their own language. It would probably be a mistake to translate your entire main website before getting feedback from your target market. Keep any translations to a minimum in the first stage.

Think of the actions you can take to build relationships with these foreign clients. Do not be afraid of language barriers. Simply present yourself truthfully and show your eagerness to learn how to do business in their culture.

When people see your willingness to meet them on their territory, they will notice you. The more action you take, the more you will be visible and the faster you will open your new international markets.

Here are a few more International Business Development articles:
- European eCommerce Market Still Strong
- Should Successful Internet Marketers Get Into International Marketing?
- Online Success? Study Traditional Paths To International Business Development For More
- Action Strategy For International Business Development
- The Business Of Content
- Brick And Mortar Companies Use Information Products For International Business Development
- Is The Expense Of Foreign Travel Stopping You From Getting International Clients?
- New International Business Development Phase Today With The Right Marketing Mix
- Boost Your Company Way Out Of Your Local Recession Field
- Case Study For Getting Your Website Visible In Japan
- Information Products Can Save Your Business In A Slow Economy
- Internet Success For An Isolated Brick and Mortar Store
- Third Transition To A Global Market Internet Business
- Internet Strategies For French PME
- International Marketing Strategy For Small Businesses - The Right Mindset

Website Internationalization

Some companies feel they have a global market e-commerce with an online presence. But are the international clients coming to your online store? And if they are, how did they find you?
Does your online website have a real presence in foreign countries?

Once you have a local or national business operating through a website, there are a few steps you can take to develop your market further abroad.
Targeting international markets still involves the same type of market analysis you needed for your current business. Often a bit more market analysis is needed to allow for the cultural adaptation of your products.

This market research is multiplied by the number of countries you would like to do business in.

Assess Your Communication

Then you must step back and look at your current means of communication. The website you have for your own local market. How would foreigners react to your website?
There are a few general questions to ask yourself:

• Is your website clear and easy to understand?
• Could an 8 year old easily understand what your company does?
• Do you only provide an 800 number? Do foreigners know how to reach you? Put in your local land line telephone number. Give your full physical address.
• Is your order form compatible for international addresses, or does it get stuck if you don’t put in an American State code? Make sure your order forms have enough lines for foreign addresses.
• Do you use one specific word for things? – having two or three ways for saying one thing makes it harder for foreigners to follow you. Choose between “car” and “vehicle”. It is a good idea to create a glossary of company terms – you will greatly appreciate this later on.
• Do you use specific cultural expressions or slang? Keep your communication easy to understand by everyone.
• Does your website refer to specific national holidays? Is that something you should change?
• Do you have any embedded words in your diagrams? Avoid them and it will make it easy for you to translate any images later on.

Making these changes should not take away the strength of your sales message to your local market. The good practices for an effective website in your local market are very similar. Taking those local good practices a little further will open your website up for international expansion.
Your communication will become clearer to your international clients.
Once you make these transitions to your current website you will be on your way to your next transition towards an international business: Localized Websites.

Don’t miss the business guide on Get International Clients
-Website Internationalization 101

Here are a few more Website Internationalization articles:
- How To Get Your Communication Platform Ready For International Marketing
- Why I Am Creating An Information Product On Website Internationalization
- Write A Better International Website
- Buying Logos For International Websites
- Design Websites For Speed In International Internet Marketing
- First Transition To A Global Market Internet Business
- Stop Pushing Your Foreign Visitors Away
- Easy Content For All Of Your Web Site Readers
- Be Reachable To Everyone
- Show The World Your Location
- An Easy To Read Website For Your International Visitors First Impression
- Is Your Website Sabotaging Your International Business Development?

Website Globalization

Your online business can have global visibility. But is your message getting across to different cultures as you expect it? Are you able to adapt quickly to global market opportunities you see pop up? Or would you like to know how to quickly target different international audiences, with little investment on your part?

With a little thought and some careful preparation you can have an effective international presence through your current local business. Sure, language skills can help you open doors. But careful consideration to different cultures can give you a great advantage.

Get More Business From Non-native English Speakers

Today there are more non-native English speakers in the global web market than there are native English speakers. And the e-businesses in many foreign language countries is expanding rapidly.

Today you need to know if your sales message is getting through to everyone, everywhere they have a market. You need to nurture communication with each specific cultural market.

A lot of foreigners do speak English. But most don’t. And the people who do speak English as a second language, do not have the same level of understanding as native English speakers do. The problem is your international readers have different levels of English language skills.

Language is only one part of the complexity in multicultural communication. There are also the whole set of cultural differences in mindset, in habits, and in other aspects of communication as a whole. Miscommunication in some form or other happens very easily. Sometimes without either parties realizing they are not of the same understanding.

Written English also has its pitfalls in cross-cultural communication. Of course people have more time to understand when reading. But the person writing can’t tell the effect his writing is having on the reader. Is the reader understanding what the writer intended in the first place? Is he even interested? Remember, he reader can not hear your spoken tone of voice and has to pick that up from the written word.

Step 1 - Internationalize Your English

Avoiding miscommunication requires constant awareness at all stages of communication. The process is fairly easy:

1. Acknowledge constant risk of miscommunication
- Be prepared to be patient and forgiving.

2. Clear communication
- Use plain English; avoid slang and local or national expressions
- Give clear explanations.
- Always go through processes slowly, methodically, logically.
- Give full explanations; don’t assume everyone does things like you do.
- Speak slightly above your listener’s level of English.

3. Stay calm - Question your own communication first.
- If your gut reaction is to respond aggressively, keep this in check and respond slowly.
- Do not jump to conclusions quickly.

4. Listen actively to everything.
- Adjust your communication accordingly

The most difficult part is in the beginning, in training yourself to keep this open mindset constantly.

Practice brings you enriching experiences. The more practice you have in becoming familiar with communicating with other cultures, the better you become at establishing and maintaining effective communication cross-culturally.

The first two steps of this process can be applied directly to your written communication. Don’t forget to be even more patient and to communicate clearly when you do get feedback from your readers. And listen attentively to what your readers have to say.

By paying close attention and adjusting your written communication to your readers’ responses you will get your message across better. Your communication with your international clients and prospects will evolve and you will become more familiar with how your business is perceived abroad. You will be in a better position to take advantage of global business opportunities.

Step 2 – Create Localized Websites In English

Developing an international company can be made in steps. Once you get to know your different international markets, you can develop localized websites for individual countries. Cultural differences in non-native English speaking countries are often strong enough to merit adapting your English language website to each country.

This would also give you the time to get to know your particular marketing strengths in each country before investing in full blown multilingual sales and marketing efforts…and making mistakes.

An English language website targeted for the specific needs of each different culture will bring you better results than one main website in your home territory serving the world. What is considered polite in one country can be offensive in another. What is considered normal sales practices in one culture can come across as a very aggressive intrusion by another culture.

The best way to quickly grasp what makes your international clients tick, is to be interested in them. Have a look at some of their local websites. Don’t worry about not understanding them. Just notice how different they look in general. How do the graphics affect you? If there is any audio online, what is the general sound? Try to identify different tastes.

Be interested in reading about anything from that particular culture. Ask questions. Keep an open mind. Show your interest. And then listen to any feedback you have from your clients.

Before long you will see recurring questions. You may even be able to identify misunderstandings as they arise. Return to your website and try to answer these questions simply and clearly.

Adapt each localized English language website for your message to be understood as best as possible by your native readers. This will limit the risk of cultural misinterpretation as much as possible.

Your sales message may not be as strong as if it were in the reader’s native language. But it is often easier and quicker to adapt your English language website to the cultural specificities of your local target market. Your adapted, localized English language website will also convey a stronger message than a bad translation.

This process will also give you credibility within each different cultural group. People often do web search first in their own country search engines. People are not stupid. It will be hard to hide the fact you are a foreign company. But they will recognize your willingness to make an effort in understanding them and appreciate you for it.

Step 3 – Multilingual Websites

Of course, with a little bit of effort you will develop your market in each individual country. You will begin to understand any differences in buying habits, tastes, difficulties. At this stage you will ask yourself if you could get more business with a website in your readers’ native language.

Going through the first two processes of making your website Non Native English Speaker friendly and localized will save you a lot of time when it comes to the writing of your website into different materials. You will probably understand how the differences in your markets will require material specifically written for each market. You will be able to evaluate whether you can get away with simple translations of your current website and sales materials or not.

Part English Part Multilingual

Depending on your particular market you may decide to translate parts of your website, all of it, or only translate parts of specific local marketing campaigns.

There are various tactics companies use. The choice really depends on your market. Two of the options are:

- Keep your main localized website in English and have a direct sales page online in the local language, with email campaigns in local languages

- A specific area of your localized website in local languages to provide key information to your international clients in their own language.
Thought should be given to strengthen you cross-cultural communication at its weakest points.

Fully Multilingual Presence

Localized websites in solely in native languages are ideal for international business. They are the longest program to implement, and carry the highest risk of making your company look bad. The reason is because translations do not do the job. Full cultural customization comes with an intimate understanding of the local market for your products and services.

The writing of a website for a different culture and in a different language needs to be written by someone with all three of the following criteria:

- Intimate local market knowledge, to be able to write to the target audience
- Understanding for both cultures, to understand the differences in messages to be delivered and change them when appropriate.
- Native speaker

Having your website written by someone who meets all three of these qualifications will give you a good website. The trouble is it will take you time to find the right person for the job. And you need to find a different person to write your website for each different language.

To give all of your readers a great multilingual experience and ensure your company’s superior international presence, you also need someone to coordinate the writing of all websites. This person will cover branding issues, and consistency. Simple things such as specific industry vocabulary need to be coordinated throughout all languages.

A fully integrated multicultural strategy is a great benefit to international business. It will also keep you from cultural blunders.

Global Market Communication Takes Time And Practice

Don’t let your own lack of language skills stop you. It is more about building relationships.

Show your willingness to do business internationally. Listen attentively to any feedback you get. Your product or service may have a brand new market in a different cultural environment. You may need to adapt your services or your product.

With increased multicultural marketing experience you will develop new opportunities in unthought-of places.

Don’t miss this business guide on Get International Clients
-Website Internationalization 101

You might also like these Website Localization articles:
- Analyze Your Foreign Prospects Navigation Habits
- Second Transition To A Global Market Internet Business
- Localization Is A Door To Innovation
- Which Directories are You Relying on?
- 4 Success Elements For International Business Development 

Website Localization

As a small business owner would you like to develop your international business? Would you like to reach an international audience as wide as possible? Even if you already have a global website, you will reach more people simply by translating your website into more languages. How do you select which languages to use?

Do a little internet surfing and you will see that some companies have websites in over 10 languages. Businesses are offering over 20 languages are more common than in the past and the increase in choices of language is rising each year.

Deciding how many languages and which languages to use for your website takes time. How do you decide which languages to use when translation costs can be expensive and cultural marketing mistakes are notorious?

The choice of languages, and website translations, can take time. But this is not the first step. The first step important for your international business development is preparation for future multiple multilingual websites.

By simply being aware of the steps involved in website globalization you will avoid common pitfalls. It will save you time and money in the long run if you prepare for their future implementation right from the start when creating your local website. Preparing for progressive growth today can prove a key element in reaching all of your international markets tomorrow.

Sufficient preparation will give you the key market information you need to make your websites truly global.

Translation is not the only key element to a fully customized global website. There are four main areas for success global websites.

Language

The first is obviously the language. To reach 80% of today’s internet users you need to communicate in at least 10 languages. The long time standard choice of languages, French, Italian, German and Spanish, will no longer suffice. In addition to the larger countries with high internet user demographics, the smaller developing countries can also represent a great market to target.

Companies can surprise themselves by choosing languages they did not think of just a short time ago. Many of the companies now offering over 20 languages did not imagine they would offer so many languages so quickly. Plan for expansion.

For best results, plan on extending the choice of languages your website is available in. The expansion of internet users is still underway. Internet demographics are changing.

The trend is confirmed. More and more businesses are increasing the number of languages available on their website. Part of the reason is due to business globalization. Also, internet users all over the world are also expecting to find more information in their own languages. This is why companies are expanding their choice of languages so dramatically.

Localization

The localization of your website is also a critical factor in bringing your online business global. What is localization? Localization involves the complete translation of your website, and registration in all of the appropriate local directories.

Not all websites are located in the same country. There is not one search engine that references every single website in the world in all languages. Google is the number one ranked search engine. Google is not the number one ranking search engine in every language in every country. There are many search engine options available that are specific to one language.

A user in a foreign country will probably use his local search engine, in his own language, when looking up information on the web. You can create a local website. Or you can register your website in the appropriate local directories in the local language. If you cannot be found, your translation costs are worthless.

Companies often adopt a progressive approach to localization. In part due to the time it takes to translate the website, the investment in translation, and also to refine the local marketing strategies.

In this case, the company will localize the website before all of the content is translated into the local language. Local users respond well to this if they have something in their local language and they are clearly shown where to go to find further information – see Navigation Techniques. The key is to keep the links open to the more detailed information during the transition and to label them clearly.

For your localized website to communicate well you need a certain depth of content. As translation costs are expensive and time consuming, companies often prefer to take this transition slowly, to adopt their website as closely as their website templates allow them to the local markets.

This is why initial localized websites often feel little more than a brochure and do not create a good user experience. If a little thought is given to this transition process, the website can be transparent about what has been translated or not. This gives the user control over his experience with your website and does not stop communication.

The localization of your website also involves tailoring various website elements to the local culture. Icons, photos, local holidays, date and time formats and search engine promotions. Only after all of these elements have been researched and modified will the international user feel “at home”.

Navigation Techniques

Another key element to a successful global online business is the use of appropriate navigation techniques. This will help users to find their local language website quickly and easily. Some .com websites have more than half of their traffic from internet users abroad. These international users should be directed as easily as possible to their local websites. There is no perfect navigation strategy. The key is to find the best solution for your business and your users.

There are a few techniques you can choose from to direct traffic to your local website. However the techniques are evolving as the number of languages is increasing. With this increase in languages it is easy to understand the decline of the pull down language menu. There are just too many languages being offered now. Also, the use of flags is not as popular as in the past.

Today, the techniques generally considered include using a country domain name. Some companies, such as Google, have done very well with geolocation and language recognition. And the rising trend is to use a splash global gateway or a permanent global gateway.

As you choose which techniques are best suited for your company, remember two rules of international business etiquette:
1. Indicate the foreign language in the foreign language and script.
2. Remain neutral. Do not show favoritism for a particular country.

The best thing is to check out what others are doing in industries similar to yours and to keep checking to see any new trends. With the increase in countries being targeted, even more navigation techniques are sure to be developed.

Company Branding

The last key element for a successful global website is consistency across cultures. One of the best tools for ensuring consistency is using web templates. Templates ensure the same company branding across cultures.

But the reason why templates are such an important element to a successful global business is the savings in time and money. Templates make it easier to manage websites in multiple languages. You will naturally choose templates that are easy to modify into different languages and templates that are compatible in different countries. Your technical teams will find it easier and quicker to work with templates. They eliminate technical issues such as resizing. Your sales and marketing teams will also appreciate them. Templates make international promotions a lot easier; your marketing reactivity will be quicker.

Templates have a huge impact on the cost of translation and timeframe for implementation. Translations of web content can take longer than foreseen.

As stated earlier, when companies first set up a localized website they often only translate the basic outline of their website into the local language. And then they often decide to look for a better adaptation of their web content for local markets. Templates can provide companies the framework needed.

Using company wide web templates does not restrict local websites. Web templates are designed with multiple translations and multiple local websites. This will actually help the local websites by having less design elements to translate.

Consistency in the language used is also very important and often over looked. This is a good tool to have in place even if your website is in one language, especially if your website has a lot of content or gives specialized details.

When multiple translations are made from one document consistency in language is critical for accuracy. Inconsistent language can easily lead to errors in translation giving users the wrong information.

The best tool to use for language consistency is a company glossary. Establishing a company glossary before printing any written content is a good move.

Using a consistent vocabulary on the main website will also make it easier for foreign users to understand your message. It will also help the translators in their job.

Prepare For International Growth

What can you do to prepare your company for international expansion? Even if you are a small business with little or no current international clients, take the time to plan for the development of a globalized website. Include this step as part of your international business strategy.

A little thought while setting up your main website will help you make the transition into multiple language websites a lot smoother. A little preparation beforehand will save you time and money when you actually need the translations. You will be able to respond quickly and appropriately as your international business grows.

Don’t limit your company’s international potential by not seeing beyond your needs today. Start preparing for the international expansion your global internet company promises you tomorrow.

Don’t miss this business guide on Get International Clients
-Website Internationalization 101

Here are a few more Website Internationalization articles:
- Analyze Your Foreign Prospects Navigation Habits
- Second Transition To A Global Market Internet Business
- Localization Is A Door To Innovation
- Which Directories are You Relying on?