Planning To Do Business In Europe But Want To Understand More About The People?

Ok, so you’ve heard all the talk about why you should do business in Europe; 500 million consumers, 27 countries in the European Union, 50 countries in Europe – all looking to buy products/software/services; the 2012 London Olympics [you have to be there or advertising there!]. You’re competition is Europe-bound, you’re trying to figure out billing systems for online payments across several currencies; and – you still haven’t figured out the Partner/Distributor model….

But your “soft skills” are telling you; find out more about Europeans so you can capture hearts and minds….and win business.

So here are a few [light hearted] tips. Remember these and your clients and partners will be blown away by your deep insights!

[Of course, if you want some real statistical type details regarding business in Europe, mail me and I'll put you on the mailshot list].

Always A Good Talking Point In Europe

Understand Soccer, You’re More than Half Way There.

Ah yes, the beautiful game. You could be on a long haul flight and the person beside you seems agitated. Then, they lean over to the passing air steward and say “can you ask the pilot if they can tell me the final score between Barcelona and Inter Milan”? What’s that about you wonder? Well, it’s what all the fuss is about in Europe a lot of the time; European soccer games, European soccer nights. If you can tell the difference between Messi & Ronaldo [Messi is smaller]; congratulate a Wolfsburg, Germany, fan on their first ever Bundesliga title last year; and speak knowledgeably about how Manchester United have their own game timing system, then you will wow your European counterparts! [And of course they will warm to your sense of humour].

A Few Words Go A Long Way.

Picture the scene. It’s a Paris commuter train station in June 2009. I’m at the ticket office trying to figure out a family ticket in and out of Paris, and I want it to include the Metro as well. Now, I know what some of you out there might think of Parisians, but hey here’s the thing; I started speaking a few words of French to explain what I wanted, the ticket guy met me half way and we were on a train speeding for Gare de L’Est before you could say bonne journée! It really is important to have a few words – it does mean an awful lot to local people that you make that effort. Of course if your company needs more than a few words in Europe here’s a thought; www.iotals.com/translation.htm

When In Rome

I was at a soccer match in the city of Porto, Portugal a few years ago with some friends. Being Irish, some decided to head off from the hotel to look for an Irish bar to have a beer in. Why do that when we were in this fabulous historic city with its own native bars and restaurants? So the rest of us went in search of a local bar and came across a gem; not only did the locals make us welcome [see, a couple of words like “obrigado” and “adeus” were well received] the owner ended up cooking us dinner and wouldn’t take payment for it. So get out there and see how the locals live – it may give you some idea as to how and what they see as important priorities in terms of purchasing and brand loyalty.

Embrace The Differences, Understand The Sameness.

Europe is an amazing continent of cultural, language, ethnic and historic differences; some of which you need to be acutely aware of, when doing business here. But underneath it all we are all pretty much the same – lots and lots of us use low-cost air carriers to carry us across the continent, we all like to think we have got a bargain, we discuss the weather to distraction and we love technology in our lives [we’re influenced from both Asia in the East and North America in the West which is the best of both worlds].

So just remember that Messi-Ronaldo difference, and best of luck!