Cultural Awareness Helps Prepare Hi Fi Separates Business for Export Growth
Twilight Acoustics manufacture highly sophisticated hi-fi speakers and a range of matching hi-fi separates (including DAB tuners, integrated amplifiers and CD/DVD players) which are unique in the market place. Twilight’s sister company Twilight Audio Craft manufactures complementary media furniture for the speakers which are available in uniquely different designs. The cabinets are meticulously crafted to perfection in Cambridge by experienced cabinet makers using the highest quality composite materials and Real Wood veneers.
Taking the major step from R&D to production, their separates are being launched to specialised dealers in the UK, although it is estimated that 70% of sales will come from export with target countries such as the USA, UAE, Western Europe and Australasia.
Director Michael Kish comes from a background of wide experience of selling technical equipment to OEMs, including 15 years with Texas Instruments & 14 with Sextant Avionique. He has lived and worked in Europe and the USA for many years and is therefore well aware of cultural differences. Both Michael and fellow Director Danusza confirm that a fundamental reason for attending the UKTI culture workshops run throughout the year was to obtain a better understanding of the initial language issues to enhance professional negotiations & a more refined understanding of the social & economic environment of the markets they are targetting. “The presenters provided us with invaluable facts and advice, and the workshops provided valuable etiquette & language information, both verbal & written. The workshops have been an invaluable insight & investment in a short space of time, enabling us to source the right people & tools for our language and culture needs,” says Michael. The company is now booked to go to Japan at the end October 2007 with a Japan culture expert.
Twilight takes encouragement in the fact that it is ‘not so scary’ to deal with markets such as Israel as they have become used to different cultures. “We have a slight grounding, giving us the basic credentials; if we are able to converse in even the basics of their language but can’t continue with a full conversation, they are more willing to help and are impressed that we have made the effort.” The company also confirms that the ‘small good practical tips’ can make all the difference.
One or two of the workshops were focussed on markets the company is not yet targetting, although Twilight recognise that If they are not targetting the market this year they could well be useful in the near future, as British Hi Fi is still recognised by the market as amongst the best in the world. The company has also learned how to work more effectively with interpreters. Says Michael, “We have spoken to technical interpreters over the years, but it’s now a case of dotting the i-s and crossing the t-s, and understanding how an interpreter’s mind works and how to present our information to them. We often need to explain issues to a non-technical interpreter so that they can interpret correctly. The workshops have taken the fear out of learning a language, and the basic phrases we have acquired have been very useful. All in all they help you not to lose confidence, and you can also learn much from the other people who are participating.”
According to Danusza, the advice from presenters has been relevant to what they are doing and has been first class. “It would have taken years to find those snippets of advice. They also provided us with an information pack which gave us the basic stepping stones to present ourselves professionally to that market.”