One-to-one business culture advice service launched

The demand for British goods and services is out there – but are you exporting yet? While exporting can be very rewarding, it can also be daunting.

Businesses must be able to break down barriers, embrace other cultures and have in place the right communication strategy to stay ahead of the competition.

West Midlands companies that want to learn how to approach new overseas business markets can do so from the comfort of their own meeting rooms, thanks to a new initiative launched by Department for International Trade (DIT) export experts.

The free sessions have been introduced by the DIT Midlands, following demand from busy businesses that do not have time to send staff on half-day seminars on the subject.

Based on the DIT Midlands team’s already successful business and cultural masterclasses, which it hosts across the region throughout the year, the sessions will enable businesses to focus on how to target specific markets – from France and the Netherlands to China and the Middle East.

They will focus on a range of aspects, including being aware of the importance of relationship building and what is involved, adapting products to overseas markets, negotiating skills, customer service expectations, and internationalising websites and literature.

Christine Hamilton, interim regional director of the Department for International Trade West Midlands, said:

“Our business culture masterclasses have proven to be very popular because they give an in-depth overview of the history, morals and ethics of specific cultures – whether that is in Turkey, China or South America.

These tailored packages will enable businesses to host sessions for their staff at their own premises, and at their own convenience.

It doesn’t matter whether it is a first-time exporter looking to secure sales in Germany or an established overseas seller that wants to extend its reach to the Middle East, our experts will be able to provide the key information that will help them communicate in the best way, how to negotiate and getting the tone right.”

West Midlands businesses wanting to break into overseas markets, and take advantage of the global appetite for UK goods and services, should visit the new online trade hub,, part of the Exporting is GREAT initiative. is a single digital destination for trade and investment, bringing together and connecting UK businesses, international buyers and international investors.

Whether businesses are new, occasional or frequent exporters, they will be able to take advantage of the new suite of tools and exclusive deals on fees or commissions with some of world’s leading online marketplaces.

Any business that wants to find out more about exporting should visit visit and book an appointment with a local international trade adviser (ITA).

For more information about the DIT’s business culture advice service, contact Gerti Willis, communication and culture adviser, on 0121 607 1942 or at [email protected]

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