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Permalink Reply by Steven S. Bammel on July 4, 2011 at 2:36pm

Tom just got back from Dublin and posted some valuable insights about selling in Korea to his weblog:

Selling Korea to the EU – Good and Tough News

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Permalink Reply by Eun-Shil Park on July 4, 2011 at 4:59pm

Tom wrote an excellent piece about SME companies who wants to enter the Korean Market. I share the same experiences likewise him. Local buyers and smaller distribution channels for a relative small foreign company can make it work to enter the market. I would say: preparation, preparation, preparation!

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Permalink Reply by Joseph C on July 4, 2011 at 10:57pm

To this, I'd like to add:

 

- the trust-building factor associated with forging relationships with local vendors and the creation of micro distribution channels:  Credibility, Reliability, Integrity, and the down-sizing of self-orientation.  Moreover, part of the preparation process also involves really understanding cross-cultural and intercultural communications:  occulesics, para-lanquistics, gesticulation, proxemics, chronemics, artifactics, etc. 

 

- Preparing/analyzing contractual agreements, IP laws, NDAs, and MOUs of what is binding and what is not.

 

- Planning and proper risk analysis of quantifiable deliverables, and then transforming that into a qualitative rhetoric that is able to produce the valued "kibun."

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Permalink Reply by Rob Whyte on July 30, 2011 at 2:30pm

Hi Tom,

 

Thanks for giving me a chance to ask about marketing.

 

I offer English business communication services to SMEs. Report writing, white papers, professional level editing, copywriting, CEO oral presentation training, how to write an email training.

 

I'm thinking about a mail-out to pitch these services to export oriented firms in and around my geographic area: a 4 page sales letter, English-Korean. I'm assuming most of the people on my list can communicate well in English

 

Any tips on how on to make the letters effective?

 

Any proven marketing tips for small business people in Korea?

 

Many thanks,

 

Rob Whyte

www.rwhyte.com

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Permalink Reply by Tom Coyner on August 2, 2011 at 3:37pm

Hi Rob,

 

A couple of things:

 

Please consider most people these days don't like direct mail, more commonly referred to as spam mail.  Sorry, but that is what you are about to send out, even if you think you are researching carefully your target audience.  To the majority of your potential readers, your message is likely to come off as spam that got through their spam filter.

 

So, you will have to take great care in trying to personalize the Subject line of your messages, including the person's name and some aspect that you know that may be unique to your target's possible needs.

 

Second, "4 pages"?  Are you kidding?  Who reads that much these days - particularly if it is a sales pitch?

 

A good way to prepare, is to articulate an elevator pitch - you know, what you would say as a positioning statement to anyone in the short time of an elevator ride to get the person's attention that may lead to a subsequent, longer conversation. 

 

Once you have done that, fine tune your message to be as concise as possible.  It should be no longer than a half pager per each language.  And, most critically, spend a great deal of time in refining your opening sentence or two.  The strength or weakness of that first sentence or two will determine if the rest of the message will even be read.

 

Finally end your message listing the concrete benefits you can deliver to your prospect, followed by a call to action statement, such as inviting the person to get in touch with you or, better, advising the person you will be phoning him or her in the coming few days to better understand your service may financially benefit his/her company.

 

That's from the top of head.  But I hope it nonetheless helps.

 

Good luck!

 

Tom

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Permalink Reply by Simon Hoggett on August 2, 2011 at 4:51pm

I echo Tom's statements. As somebody that receives/sends a fair amount of inquiries, I want to know the purpose of the email asap. We have to cold call potential clients (via email) and I've found the most success by cutting out all the BS and wrapping it up within 150 words. If they are interested in your service they will get back to you.

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Permalink Reply by Steven S. Bammel on August 2, 2011 at 8:49pm

Rob - I would encourage you to back up any marketing campaign by reaching out personally, too, such as by visiting or calling a few days after sending out the direct mail piece. Nothing will let you know the sentiments of your market better than speaking with folks. It may be painful, but it's absolutely the best way to break into a new market.

You could do this by phone calling, or better, by even personally visiting the companies. Business in Korea is generally done through introductions and other personal connections, but almost nobody in your target market will have ever seen a Westerner pounding the pavement before, and the sheer curiosity value is likely to get you in the door and into some conversations.

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Permalink Reply by Rob Whyte on August 2, 2011 at 5:37pm

Tom and Simon,

 

Thanks very much for your replies and helpful suggestions.

Most certainly will put them to use.

 

BTW, perhaps I was unclear. I was thinking about a paper mail out - not an emailer.

Thought the novelty of a paper letter might get some attention.

 

Cheers and thanks again.

 

 

 

 

 

 

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Permalink Reply by Rob Whyte on August 3, 2011 at 10:46am

Thanks Steve.

 

Will try your idea for certain.

 

Cheers.

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Permalink Reply by Tom Coyner on August 3, 2011 at 10:49am

Posted direct mail can be expensive unless you are limiting your targets to a few.  And unsolicited direct mail is normally considered to be junk mail.  So if you have any chance, I suggest using the same advice I gave regarding email. 

 

Consider how much time you are willing to read junk mail, I mean, direct mail from others.

 

Tom

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Permalink Reply by Steven S. Bammel on August 4, 2011 at 12:36pm

Here is the latest post from Tom's weblog: 

“Sales is Largely a Matter of Attitude – But Whose Attitude Makes t...

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Permalink Reply by Dan Murthy on October 5, 2011 at 12:14am

Dear Tom,

 

thanks in advance. 

 

I am planning to address Korean market from services point-of-view. what do you suggest? initially thru business partner will help or direct entry. I wanted to test waters initially and then strategize our approach.

 

any or every response is appreciated.

 

regards

dan 

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