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Adapting your business to a foreign country’s culture, is not an easy process the first time you try. You will not be able to anticipate the stumbling blocks that would not happen ‘back hone’. More importantly you will not know what you need to do to adapt yourself to the new challenges and tasks at hand. You will need to develop a Small Business Action Plan for your first effort with International Business Development.

• Are you a small business and want to develop your international business?
• Do you have a limited budget to develop your international sales?
• Do you already have domestic clients but are just starting to reach out to international clients?

There are numerous strategies that exist to get you more international clients. A lot depends on your business and your commitment.
Here is an action plan to start your first international business development strategy:

1. Internationalize your website

It is important to make sure your website is not pushing your international visitors away from you. Bad or non-existent cross cultural communication can easily do this.

You can create a website specifically targeting an international audience, in your language. This is a business decision and will depend on the nature of your business and your clients. Companies in non-English speaking countries will often create an English language website specifically to target their international markets.

You may decide to keep your main website targeted to your domestic clients. There are still ways to tweak your website, with very small touches, to give a better experience for your international readers. Have a translation tool on your website. The online translation tools are far from perfect but they do bring your clients that one extra step closer.

2. Research your international markets

International business development is all about you learning to adapt. Adapt your business, your products, your communication, and your sales pitches, to each country you market to.

How do you start if you do not have any contact with your foreign markets? Use everything you have available to you and slowly build up your foreign market research. The beginning usually requires the most effort. It does not take as long as you expect.

If you are just starting out check out all of the associations, official groups for all international data you can find. Use the phone extensively. Do some online research. The goal is to simply become familiar, and feel comfortable, with your market. This is the time to eliminate all culturally inappropriate businesses.
The research that you do at the same time as you are marketing to your audience gives you the best results, but don’t get stuck spending too much time here.

3. Track visitors and results; adjust your communication

This step is very important. The better your analysis is, the stronger your international business potential will be.

Tracking and testing are key marketing tools. Your international communication is a process of testing, adjusting, inciting feedback and learning more about your audience. You have to be sure that you establish measurable goals before you begin testing. You must have a tracking system in place for your goals. And you must also track the responses your communication is having on your international readers. Remember, you can’t manage what you can’t measure.

International business development is all about your capacity to adjust your business to the needs of people in another country. In order to make these adjustments and improvement you must know where you start and how to interpret results. You need precise things to measure.

4. Create a newsletter in English targeted for your international clients and distribute by email and on your website.

Internet marketing today is all about creating an online presence through content. Internet readers actively search for content. Your international readers are the same. One major benefit of publishing a newsletter is it provides a platform for consistency.

A newsletter helps you to stimulate market feedback, with links back to your website and other content provided through different media. Links to audio and video files, quizzes, surveys, free reports and other feedback generating tools published or advertised in your newsletter create reader interaction.

A regular newsletter targeted to a broad international audience will not be as powerful as content marketing targeted to one specific culture. But it is an easy and inexpensive way to start if you have no real idea where you want to market to.

5. Include tools to stimulate feedback

There are tools you can use to stimulate feedback. Quizzes, surveys, polls, questions, homework assignments, and contests are some tools you can use to stimulate feedback.

The key is to find out what your target readers want and need the most. As you learn more about your international prospects you will adjust your feedback tools and enticements.

You can grab hold of your readers by offering free or discounting items that are not information products, discounts available only to your readers. You will have a better response rate if you can identify what your readers really want.

You can encourage readers to participate with you feedback generating tools by offering them free white papers, case studies, reports, guides and other information useful to your readers. If your feedback enticements are information products, you have another platform to use in your internet marketing strategy.

A wise use of different media touches linked to your feedback stimulation tools strengthens your internet marketing. These tools will take some planning and strategy to put in place.

6. Track results and adjust your communication

This is a repetition of step 3. Tracking your results and analyzing your international responses is an ongoing process. International marketing is all about taking things one step and a time and making adjustments along the way.

The two processes of internet marketing and international marketing can be combined right here in the tracking and adjustment. This is also how you can learn about your foreign markets even if you live thousands of miles away and you don’t speak the language. This combination can be powerful at very first phase of your international business development.

Internet marketing is all about adjusting your message real time. It is about being present online in real time. If your communication is outdated no one will listen to you. You need to adapt to your foreign markets. When you start out, you do not know much about them. You must continually check and adjust your communication.

7. Identify a country to target specifically

You will get better results from your international communication if it is targeted to very specific markets.

This means you need to identify a country as a target to market specifically to; and there is no real way to choose which country you should start with other than saying the country with the best potential for real sales. There is no magical formula for choosing the first international target market that works across all industries. Find a country where you can reasonably expect a good client base.

There are obvious cultural obstacles for certain types of businesses. So check with all of the appropriate domestic authorities. They will have good insights into what goes on in other countries. Check with your countries embassy in the country concerned.

You can also base your decision solely on data: export data, industry revenue. You can also base your decision on where your competition is located or not located or if they are considering entering into a market.

International business is all about changing your mindset. Choose a country and get started. The first learning curve is the hardest. So don’t be afraid, jump in and focus on the learning experience of getting to know your market in one foreign country.

8. Create either a blog or a country specific newsletter for that target country depending on your foreign market.

Now, once you have identified a specific country you want to target, you will need communication targeted to that culture. Custom content for one particular country, not old content repackaged.

A blog may be the easiest tool to get to know your target country. You can also do this with a newsletter published for one cultural audience. The important thing is to have customized content written for one cultural market.

There may be translation costs involved. A blog will probably cost you more than a simple monthly newsletter. But a newsletter can be repurposed into several different forms of customized content such as articles, emails.

If your communication is directly targeting one specific culture, you will get better results than with you broad international targeting. Having custom content in either a blog or a newsletter reaching out to one foreign country is your first real presence in a foreign market. And you do not have to have offices there.

9. Track results and adjust your communication.

OK. So now you have a real presence in your target country. Guess what you next step is?
Stimulate and entice feedback. Track results. Adjust your communication to what you learn from your readers. Give them what they want to know. Test and start over again. You need to adjust your communication to the culture and market you want to create a business relationship with.
This is a learning process. It is critical to your international success.

Your Action Plan Continues

Identifying which products and services you want to sell to your foreign markets is yet another action plan. Use good internet marketing practices based on providing information in the above plan. This gives you the possibility of creating other information products as front end sales for your foreign market.

Once you can recognize the international expertise you have acquired through this process, you are well on your way to developing your business internationally. Use this action plan to continue to expand into other countries.

After you have adapted your business to one country’s culture, the process usually gets easier. You will be able to anticipate stumbling blocks more easily. But more importantly you will know how to adapt yourself much faster than the first time around.

Are you committed to speeding up your international sales cycles?

Learn how to combine cross-cultural marketing tools and international sales strategies for faster sales.

Join us on the International Sales Road Map

Would you like to develop your international business?
Are you a beginner at international sales and marketing?
Read the Beginners Guide Discover Your International Business

What makes a good leader?

Leadership development

Ever since we started Impact Factory, lo these many years ago, we have struggled with the whole notion of leadership development or leadership training. Indeed, we have resisted writing about it in much detail because the subject is so subjective.

Are leaders born or made? Can you use management leadership training to give leadership skills to someone who isn’t leadership material? How is it done?

Given that we’re being asked to create a lot more leadership programmes of late, we decided we’d take a hard look at just what makes a good leader.

Even of you don’t think of yourself as a leader, you will have areas in your life where other people look to you for leadership. So here are some essentials qualities and skills you need to be a good leader in whatever leadership arena you’re in.

Leadership training

Training is a misnomer when applied to leadership. Any leadership development programme has to include at least a passing reference to the following

Introduction to the concept of leadership behaviours
Discussion and debate about leadership
A widening of the definition beyond traditional leadership stereotypes
Personal understanding of individual leadership qualities and strengths
The difference between leadership and management
A look at how people perceive, their perception is their reality
Assumptions and their effect on how people see the world
What are your terms of reference and seeing the bigger picture
Personal patterns and beliefs
A look at the elements that have influenced and shaped the participants
Establishing ownership of individual’s leadership behaviours

A programme needs to be designed around the development of the individuals involved rather than towards competencies identified as required by the organisation.

Leadership style

What does a leader look like?

No cookie cutter models here. Everyone can develop their capacity to lead, from church committees to local pressure groups to business teams to political parties. When someone is committed to, and practises using their leadership capabilities at all levels in their life, then they can and will develop their own potential as a leader.

There is a tendency, in our Western culture, to see Leadership as synonymous with white, middle class, male, in charge. There’s a kind of unspoken template of what leadership is supposed to look like. Now we know that isn’t true. Leadership can and does come in many different shapes and forms.

Good leaders don’t conform to a template. Indeed, leaders are people who don’t usually follow the party line. They have an edge to them, they get up people’s noses sometimes, they make decisions – lots of them – that often others don’t like. They say the things that need saying in a way that others understand.

Don’t let the picture get in the way

However, it is important to acknowledge that people developing their leadership skills are often hampered by their picture (or other people’s picture) of what a leader is supposed to ‘look’ like.

This is when it’s important to understand that the role of leader is not only completely individual (remember, they don’t fit a mould!) but also has to be worked at with belief and will and determination by the person occupying it.

It’s different for everyone

Not only that, leaders will be experienced differently by the individual people they lead. One getting encouragement, another understanding. That, of course, will be due to the leader’s ability to see what each person needs (more on this later).

In addition, not every leader is going to be a great leader in the sense that the world around them acknowledges their leader status. Many leaders get no ‘public’ recognition, only their personal satisfaction of a job well done.

Leadership theory

Seeing the Big Picture Vision

When the ‘vision’ word is used it usually means that someone has an idea of what the future could look like and a plan to get there. No point painting rosy, pie in the sky pictures (‘we’ll double our turnover in a year; we’ll create international markets; we’ll be number one in the UK’, etc.) if pie in the sky is all they are.

More like, ‘we could double our turnover in a year, this is how we could get there, this is what I expect from everyone in the organisation to help us get there and any new ideas are welcome’.

The ability to see

There is one essential quality for anyone in any position of leadership: the ability to see what is going on. Seeing is clarity. Seeing in the ‘wood for the trees’ kind of way.

We’ve heard the following phrase from a number of people throughout the years and it’s a good one – get your attention off yourself and on to whatever is going on.

What you’ll see

Here’s what you’ll be able to see if you do that: you’ll be able to see things from other people’s points of view; you’ll be able to understand what’s going on for them. You’ll be able to see what other people are capable of and how to help them achieve it. Most importantly, you’ll be able to see the whole picture not just your little bit of it.

Leadership skills

What makes you tick?

Know thyself. To be able to see you need a clear understanding of what has made you the way you are and what has shaped and influenced your life. The clearer you are about what motivates and affects your behaviour, the clearer you will be able to see what is going on with other people.

You didn’t spring fully formed from Zeus’s head – many things have affected you over the years. A good leader is proud to acknowledge role models, people, places, things, etc, which have inspired them.

You can’t do it alone

Any good leader worth their salt should be able to name 100 people, places, things, right off the bat. Why? Because they know themselves well enough to acknowledge who has supported and inspired them along the way, and what support they still need to get things done.

Leadership quality

Qualities

Think about what qualities your role models have that are attractive to you, that make them inspiring. Now, putting aside modesty, false or otherwise, think about what qualities they have that you also have. You have to know who you are and accept that you have outstanding qualities – leaders are able to do that.

Beliefs, rules and patterns

How well do you understand the rules, beliefs and patterns you have created in your life so far? Everyone’s got ‘em.

They can be the simple kind of rule – you should brush your teeth twice a day. They can be the more complex kind – you should treat everyone the way you expect to be treated. Beliefs can be things like – I believe everyone should be fair. And patterns can be as simple as going to and from work the same way every day.

When identifying your rules, patterns and beliefs see if you can avoid putting a value judgement on whether they are good or bad; this is far more about seeing just how well you understand your own behaviour.

Leadership management

Moving things forward Innovative thinking

Leadership requires innovative thinking; it requires people making positive and inspiring impacts; and it requires them to be able to motivate others. What is needed is an ability to think and act ‘out of the box’; out of the accepted or ‘right’ ways of doing things.

The culture of tomorrow will be one where change and innovation are the order of the day. Out of the box thinking and identifying future needs go hand in hand.

There’s no such thing as ‘can’t do’

‘Can’t do’ is an alien concept to a real leader. Leaders get things done. They have commitment, persistence, determination and resilience. Couple all of that with creative problem-solving and you have a person things happen around.

What we mean, is that no matter what their personality, there will be a kind of buzz around them; things change when they’re around; indeed, things might even get shaken up when they’re around. It isn’t always comfortable being around leaders.

You can’t stay stuck

Along with a ‘can do’ attitude, is an ability to move things forward. When others get bogged down, good leaders know how to motivate and inspire the people around them. They are willing to take risks and stand up for what they believe. They want to get things done and bring people along with them.

Development training

Can training develop leadership skills?

In our view, you cannot ‘send’ someone on a leadership programme who doesn’t want to be there and expect them to become a leader. It’s not like the reluctant presenter who gets sent along to a course and finds out that it’s not so bad after all. If your prospective leader isn’t fully engaged in the process, sending them along to be ‘taught’ leadership skills will be a waste of time and money.

If you fall into that category, then no amount of leadership training is going to develop your skills.

However, if you have to step into a new leadership role, or there are greater expectations of how you manage people, or you’ve become a project leader, and you have a willingness to develop and take on new skills, then it’s really possible to give yourself a leadership boost. Everyone can develop their capacity to lead, from church committees to local pressure groups to business teams to political parties. When you are committed to, and practise using your leadership capabilities at all levels in your life, then you can and will develop your own potential as a leader.

Management training

We believe there is a real difference between management and leadership. You don’t need to be a leader to be able to manage other people. However, to be an outstanding manager, you do have to have some of those essential skills and qualities that are necessary in developing as a leader.

Even if you are a manager with no major aspirations of leadership, there will be people who will turn to you for leadership, whether you like it or not. Therefore, when looking for training to develop your skills, it might be a very good idea to look at leadership courses as well as management courses.

Leadership courses

There are scores of courses available calling themselves Leadership Training, Leadership Development, Leadership Skills, etc. We cannot judge just how good they are, but if you think about everything you’ve read so far and feel in synch with our sentiments, then that’s what you need to look for: courses that incorporate a clear approach to developing leadership skills.

Earlier in this document we outlined some of the things to look for in a Leadership Training Programme. Add to that list a few more essentials:

How to initiate leadership behaviours
Understanding how commitment works
Leading by example
Influencing skills
Empowering and motivating others
Thinking on your feet
Handling yours and others’ stress

In our view, really good leadership courses need to incorporate all of these elements to be truly effective. Equally important, a programme needs to be relevant to your specific leadership needs and not something off the peg.

This is why Impact Factory only delivers tailored leadership training; so that each and every course fits the organisation to a ‘T’.

In conclusion:

Expect the unusual, the quirky, the non-conformist, the doer, the inspirer and you’ve got yourself a leader. To become one or to develop your leadership skills you have to be fully engaged in the process of development and just like everyone else, you have to practise, practise, practise.

Key Learning Points:

The power of aligning personal motivation and business objectives
The capacity of strong well expressed beliefs to motivate others
Communication is far more than just words
Leadership is not just about getting people to do what you ask
It is far more about seeing what is needed and carrying people forward with your vision
Being able to create the impact you want
Expanding your spheres of influence
Being able to talk to people in terms they understand
Using appropriate language
The relevance, development and use of personal style
Putting across concepts and ideas with ease and flair
The value of creative risk-taking and “out of the box” thinking
Making sure projects move forward without having to do all the work yourself.

Leadership is vital for any organization’s sustained success. A great leader at top makes a big difference to his or her organization. Everyone will concur with these statements. Experts in human resources field mention the importance of leaders at all levels, and not just that of the leadership at the top. It is not without reason that companies like 3M, Proctor & Gamble, GE, Coca Cola; HSBC etc. have known to put in place processes for developing leaders continuously.

Mention this subject, however, to a line manager, or to a sales manager, or any executive in most organizations and you will probably deal with diffident responses.

Leadership development -a strategic need?

The subject of leadership is dealt with in a general way by many organizations. Leadership is usually understood in terms of personal attributes such as charisma, communication, inspiration, dynamism, toughness, instinct, etc., and not in terms what good leaders can do for their organizations.  Developing leaders falls in HR domain. Budgets are framed and outlays are used with indicators like training hours per employee per year. Whether the good intentions behind the training budgets get translated into actions or not, is not monitored.

Such leadership development outlays that are based on only good intentions and general ideas about leadership get axed in bad times and get extravagant during good times. If having great or good leaders at all levels is a strategic need, as the above top companies demonstrate and as many leading management experts assert, why do we see such a stop and go approach?

Why is there skepticism about leadership development programs?

The first reason is that expectations from good (or great) leaders are not defined in operative terms and in ways in which the outcomes can be verified. Leaders are expected to achieve’ many things. They are expected to turn laggards into high performers, turn around companies, charm customers, and dazzle media. They are expected to perform miracles. These expectations remain just wishful thinking. These desired outcomes can not be used to provide any clues about gaps in leadership skills and development needs.

Absence of a comprehensive and generic (valid in diverse industries and conditions) framework for defining leadership means that leadership development effort are scattered and inconsistent in nature. Inconsistency gives bad name to leadership development programs. This breeds cynicism (these fads come and go….) and resistance to every new initiative. This is the second reason why the objectives of leadership development are often not met.

The third reason is in the methods used for leadership development. Leadership development programs rely upon a combination of lectures (e.g. on subjects like team building, communications), case studies, and group exercises (problem solving), and some inspirational talks by top business leaders or management gurus.

Sometimes the programs consist of outdoor or adventure activities for helping people bond better with each other and build better teams. These programs generate ‘feel good’ effect and in some cases participants ‘return’ with their personal action plans. But in majority of cases they fail to capitalize on the efforts that have gone in. I must mention leadership coaching in the passing. In the hands of an expert coach a willing executive can improve his leadership skills dramatically. But leadership coaching is too expensive and inaccessible for most executives and their organizations.

Leadership -a competitive advantage

During my work as a business leader and later as a leadership coach, I found that it is useful to define leadership in operative terms. When leadership is defined in terms of what it does and in terms of capabilities of a person, it is easier to assess and develop it.

When leadership skills defined in the above manner are present at all levels, they impart a distinct capability to an organization. This capability gives a competitive advantage to the organization. Organizations with a pipeline of good leaders have competitive advantages over other organizations, even those with great leaders only at the top. The competitive advantages are:

1. They (the organizations) are able to solve problems quickly and can recover from mistakes fast.

2. They have excellent horizontal communications. Things (processes) move faster.

3. They tend to be less busy with themselves. Therefore they have ‘time’ for outside people. (Over 70% of internal communications are about reminders, error corrections etc . They are wasteful)

4. Their staff (indirect) productivity is high. This is one of the toughest management challenges.

5. They are good at heeding to signals related to quality, customer complaints, shifts in market conditions and customer preferences. This leads to good and useful bottom-up communication. Top leaders tend to have less number of blind spots in such organizations.

6. It is easier to roll out programs for strategic shift and also for improving business processes (using Six Sigma, TQM, etc.). Good bottom-up communications improve top-down communications too.

7. They require less ‘supervision’, since they are strongly rooted in values.

8. They are better at preventing catastrophic failures.

Expectations from good and effective leaders should be set out clearly. The leadership development programs should be selected to develop leadership skills that can be verified in operative terms. Since leadership development is a strategic need, there is a need for clarity about the above aspects.

Hemant Karandikar advises companies on business & brand strategy, on business transformation, and for achieving breakthroughs in business processes. He leverages this expertise in product creation projects for companies along with his design associates. He coaches business leaders and executives for developing leadership skills. Hemant founded Exponient Consulting and Learning Leadership.

Previously, Hemant was Managing Director, GWT Global Weighing (now Sartorius Mechatronics) and held position of General Manager at Philips India. He is an alumnus of Indian Institute of Technology, Bombay, India.

For Onsite and online coaching for leadership development, please visit http://www.learning-leadership.com/