The UK dance music scene is currently going through a recession, brought on by the decline of vinyl and the increase in music piracy. We have to look overseas for much of our business.
The Japanese market is particularly appealing as it is vibrant and growing. I am very conscious that perception by overseas customers plays a crucial role in export success and, as part of our plans to target Japan, I commissioned an Export Communications Review.
Each review entails a visit by an accredited Export Communications Consultant who carries out a thorough analysis of the way companies handle enquiries from overseas customers. The consultant then compiles a comprehensive report, pointing out strengths and weaknesses and making practical suggestions for improvement. The result is often a significant increase in overseas business, as customers respond positively to the changes.
Managing Director, Chris Hampshire, said of the review: “The Review has had a wider impact as we have used some of the same approaches for other overseas markets. It has certainly increased my confidence in dealing with worldwide customers and, as a small business, this is invaluable.”
In the case of Supreme Music, consultant Sarah Carroll recommended a range of measures to help overcome language and cultural barriers. Chris comments: “We implemented virtually all of Sarah’s suggestions and I embarked on the Japanese trade mission feeling confident and well prepared. The response from potential customers was warm and they clearly appreciated the efforts we had gone to”.
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