How to sell to the UK market – Why culture matters

Sell to the UK market, what to do and what not to do. Every country has its own unique culture and customs, a way that things are done, a way to approach business people and a way to sell effectively. It can be very easy to offend unintentionally and to miss sales opportunities if you don’t have an adequate understanding of the business culture of the country.

The United Kingdom is a country I have come to know well through several decades of living there and doing business there specifically in international trade marketing. In this article I will give you some great information and ideas on how to build your export sales to the UK by doing business in the best possible way.

How to sell to the UK market – About UK business culture

UK business culture dictates that subtlety is very important in making any approach to potential customers. In the UK business is done in a professional, reserved and understated manner as a general rule. Big unsubstantiated claims and bravado will usually have a negative outcome.

Greed is seen as undesirable in the UK and it is helpful from a public relations perspective to be viewed as business with a higher cause than just making profit. Links to charities, an employee friendly culture and environmental or social objectives all help build the correct company profile in the UK.

Humour can be very useful in building a good working relationship in the UK, people use humour to brighten up the work environment and it can be a great way to start business relations and get yourself known and noticed among many potential sellers.

How to sell to the UK market – Making contact with potential buyers

Try to get noticed without being brash, boastful or aggressive. Be polite, professional, creative, clever, humourous and responsive. This is the best advice I can give whether you are making that initial approach face to face, by phone, by mail or most likely for initial contact, by some form of online contact.

Design quality is vital when approaching UK businesses with any kind of online or postal first contact, quality design, quality copywriting and creative approach. UK businesses will expect your business to have an English language website with professional design and it needs to be a place where detailed information can be found about your company and products. Your website will be fundamental in establishing your credibility and credentials to deliver.

If you choose to make your first contact approach with email, ensure that you purchase an opt-in email list from a reputable broker. If you approached companies that have not opted-in to receive cold emails then this can have a very negative effect on your reputation as a supplier in the UK.

How to sell to the UK market – Closing the deal

Cost, whilst of course being very important in the UK, will not be the be all and end all that it would be in some parts of the world. UK companies will also need to be confident of your ability to deliver on time, to work in an ethical manner and build a good working relationship with them.

Pressure selling is not appreciated in the UK so when you sense the deal is close try not to be too pushy or make any moves that could be considered presumptuous or over confident. Close the deal in friendly and professional manner and throw in a bit of humour if you can. Most UK companies will want a detailed contract of agreement so be prepared to provide that with clauses covering all relevant aspects of the agreement.

How to sell to the UK market – Other resources

This UK government website can give you more information on import and export regulations with the UK. https://www.uktradeinfo.com/

This article covers the latest information on the UK’s trade deals and which deals are currently under development https://blackcat360.com/united-kingdom-trade-agreements/

If you need help or advice with building your export sales to the UK please make contact with blackcat360.com by our main email address info@blackcat360.com or use the form on the Contact Us page of this website.

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How to sell to the UK