South Asia contains about a quarter of the world's population and any way you cut the demographics large, growing and important market, with the new knowledge- based industries - such as software - amongst the world's best. And it is by no means a difficult market for us. Look have going for us. English is the language of business; our laws and legal systems are substantially the same. Indeed the way we go about our daily work is very similar and you will find both women and men in senior positions in both industry and politics. We have a common heritage in much that we do and love - including cricket!
So how do you prepare for a first visit to this vast subcontinent? Well - and much of this is self-evident- the first thing to do is to satisfy yourself that there is a market for your product or service. South Asia is amongst the most price competitive markets in the world, so try to do some research on competitive local pricing before you go it high on the list of things to do in your visit. There is help at hand in doing this pre-visit research including Trade Partners UK where a variety of subsidised services are available for instance market information reports which amongst other things assess the market for your product or service, review competition and profile potential agents, distributors, partners and so on together with names of professional advisers you might want to consult. Do some homework on the area too. Give some thought to your market entry strategy. Is it to find an agent or distributor? A joint venture partner or what?
Think carefully about your itinerary. Try to be sure you are meeting decision makers - not always as easy at it sounds. Check whether any national or local holidays during your trip and be sure to leave enough time between meetings to get from one to another. Crossing some of the big cities can take literally hours. Taxis are can and do get lost! Better to ask for a hotel car.
What clothes to pack? meetings you won't go wrong with a suit in the winter months and a short sleeved shirt and tie in the very hot summer months. Speak to a local travel clinic and seek advice on vaccinations. Get a visa. Take a few small gifts with you. Corporate "giveaways" for use at business meetings and a few pieces of china, or the like, as gifts if you are your host's home.
Know your product or service inside out and those of your world-wide competitors' local businessmen are well travelled and will almost certainly know your competitors - particularly their prices. of company and product literature with you and a good supply of business cards.
In doing likely to meet with any or all of the following management styles:
• The business house and which is something of a hang over from the past when family driven conglomerates thrived behind the import protection and on cosy political friendships. They tend to be autocratic and, to us, seem disorganised.
• The subsidiary or associate of a MNC with local publicly quoted shareholdings which was a means of the (then) rules limiting foreign ownership. They are professionally managed with a good understanding of marketing and strong local brands.
• The service companies which are typified by the young, successful, often US focused, World class in both their output and corporate governance and many say are the bow wave of India emerging as a superpower in the world's knowledge based industries.
• The public sector is still very and often a monopoly force throughout South Asia. It tends to be inefficient; bureaucratic, over manned and heavily unionised.
What can you expect at your first meeting? Don't be surprised or put off by what on your way to the meeting nor the building or offices you have arrived at. Remember always what it seems. Time keeping and time management are not always what we would want. meeting may suffer a number of interruptions. You will be greeted with hospitality and drink lots of tea before you leave. Be ready for an opening conversation on anything but business and let your host lead it towards business. Remember you are hopefully starting to build a relationship - which is important to the At the end of the meeting sum up, check there is a common understanding and seek what you have discussed and decided. Then send written confirmation when you return to your home office. Local businessmen