Receptors Security Systems has been established for over fifteen years, developing, installing and maintaining Integrated Security Solutions for organisations in the UK and throughout the world.Receptors is proud to count Government departments, as well as major corporations, banks and even the United Nations among their clients.

However, it is only in recent years that the company has started to explore the potential of their overseas markets in more depth.Receptors has since carried out major projects in Europe (Denmark, Holland, Finland, Irish Republic, Italy) and Africa (Ghana, Nigeria, South Africa and Sudan).According to Patricia Knight, the company’s Managing Director, dealing with their overseas markets has been a sometimes challenging but also very rewarding experience.Having travelled extensively, Patricia is familiar with cultural differences when dealing with her overseas partners.“It is very important to understand the cultural background from which our partners operate”, she says.

This has proven to be true particularly for the Middle Eastern countries where Receptors is currently working on establishing a presence.Patricia says, “Doing business in the Middle Eastern countries, particularly as a woman, has not been easy as I was not really sure how I would be received”.However, it is thanks to her cultural awareness and sensitivity that her recent trips to the Middle East have been a positive experience.Patricia took great care to respect the local customs so as not to upset anyone.Although she found great differences in rules between the various Middle Eastern countries, she made sure to “blend in”, for instance by dressing conservatively.With more and more women doing business in the Middle East, Patricia regrets that guidance for business women does not seem that readily available. However, she had found the UKTI and RLN East websites full of useful information.Also, her RLN East adviser had recommended an audio CD available from UKTI which provides advice to women doing business in the Middle East.

For a trade fair in Bahrain at the beginning of this year, the company had its brochure translated into Arabic. This gesture was not only very well received by Receptor’s local partners, but also by the visitors. “When people realised that we had made the special effort to have our company brochure translated into Arabic, they were very impressed.It certainly was a great ice-breaker in that it encouraged people to come onto the stand and talk to us”, Patricia explains.The translation itself had been done through the Translated Leaflet Service.Dorothy Crawley, the company’s Senior Account Manager, says, “They were extremely co-operative and helpful, even to the point that they couriered the finished leaflets to our office in time for the exhibition”.

In the autumn of 2006, Receptors underwent an Export Communications Review. “It was quite useful to get independent advice regarding our approach to foreign markets and we have since implemented some of the recommendations”, Patricia adds.

If her busy schedule allows it, Patricia is keen to improve her existing Italian language skills. She believes in the value of direct communication. “Sometimes, written communications, particularly e-mails, can be misunderstood and taken in the wrong way”, she explains.Misunderstandings with one of the overseas partners had been swiftly resolved by arranging a meeting between the parties involved.