Exporting is great–in theory

As Britain tears itself apart worrying over its EU Hokey-Cokey, the government is trying to reassure nervous industry leaders with a series of high-profile TV ads showcasing the many and various possibilities for exporting British ideas and products around the globe. This laudable campaign makes it clear that there is a world of choice out there, but it also suggests that the world around us is capable of communicating its ideas in flawless English. And that’s where many British businesses will come unstuck. A lack of preparation and training in core international communication skills will leave British exporters trailing behind more adept and flexible European counterparts–whatever happens in the vote this summer. The best way to help an exporting company is to audit its sales collateral–website, brochures and marketing materials–and to train its communicators to work effectively in the target market. That would be REALLY great.