selling to russians' presentation at the federation of small businesses london b/breakfast by...
DESCRIPTION
Slides for the talk delivered by Ignaty Dyakov of Russia Local Ltd at the Federation of Small Businesses Central London business breakfast on 21st August, 2012. Feel free to contact Ignaty Dyakov for further details or arranging a talk or workshop at your organisation via email id [at] russialocal.co.uk or by phone +44 207 1933 573 Russia Local Ltd is a London-based business consultancy helping international businesses expand in Russia. They provide Russian language training, translation (from English, French, Chinese, Italian, German to Russian), consulting and marketing services. Please visit their websites http://www.russialocal.co.uk and http://www.russianinlondon.comTRANSCRIPT
Selling toRussians
Presentation at FSB Central London b/breakfast, 20/8/12
Ignaty Dyakov
2
Today, I’d like to briefly share how to:
Appreciate the background and culture of Russian
customers,
Understand the drivers behind Russian buying habits,
Connect with Russian customers,
Understand the correct etiquette,
Create the right shopping experience for Russian
customers,
Impress with key phrases in Russian (if we have time).21.08.2012Ignaty Dyakov at FSB Central London business breakfast
www.russialocal.co.uk/en/
3
Russia is still the largest country in the world by its territory.
It is 8th country in the world by population.
Russia has 686 families with the wealth of more than $100
million each. It is 4th place in the world.
Further 111,000 families own more than one million USD
each.IMPORTANT:
Comparing to the Soviet times,
Russians can now legally and with no
restrictions transfer and spend money
abroad.Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
4
“New Russians”in 1990s
Russians no longer
look like this:
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
5
They most probably
look like this:
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
6
Or like
this:
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
7
Or like
this:
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
8
They can look like
this:
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
9
18.06.2012
… and, of course, like
this.Ignaty Dyakov at FSB Central London business breakfast
www.russialocal.co.uk/en/
10
Although they might speak Russian there are
many more nationalities than people outside of
former USSR generally think. Never assume they
are all the same. If for Russians it is all right,
other nationalities (Ukrainians, Belorussians etc)
might be offended.
Sometimes, Russians might want not to admit that
they are Russians, especially if they talk English well.
There may be different reasons for this, not last one
is the shame of the behaviour of other Russians.
Don’t pressure them.Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
Ignaty Dyakov at Virada Ltd.
11
Occasions: Birthdays, New Years, Weddings, or even
signing a contract are big occasions. Russians are
generous. Most of them would spend substantial
amounts of money for gifts if invited to their friends
or relatives.
Build relations: you can’t underestimate the
importance of building relations with Russians. It takes
time, but is worth it. They will not only use your
services themselves constantly, they will recommend
you to others.
21.08.2012
www.russialocal.co.uk/en/
12
It is a cliché but Russian Buyers tend to buy
more on emotion and less on price than most
Westerners. Emphasise any aspirational features
of your product. If you get this right there is a
good chance Russians won’t negotiate much on
price. Americans like to buy the cheapest house on
the best block. Never offer anything of this sort
to a Russian. They tend to buy goods for
prestige and want the best within their
budget. They are competitive.
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
13
It is still a very conservative society in terms of
gender roles. Men always pay for women. Men
would behave in such a manner and women
would play the role of a beautiful decoration.
Although never underestimate the woman’s
participation in making the decision
– so always talk to both of them.Age is important. Unless we talk about an
attractive young woman, Russians would prefer to
deal with a more senior and experienced person.
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
14
Small talk: Russians are proud of their
culture (ballet, opera, literature, arts) and
sports (football, tennis, hockey). Try to get the
names of prominent Russians in your area of
interest and praise them.You might want to avoid talking about
politics with Russians. You never know if the
supporter of the current government or
someone from the opposition has come to
you. They move from one side to another in
no time too.Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
15
Dress Up: Russians tend to wear high style
luxurious clothes and accessories. They would also
show off on every occasion. They buy not only for
practical reasons, but for reputation. They would
expect everyone they come across be stylish and
elegant. Security: As of Russian history, Russians
are extremely afraid of scams, frauds
etc. They are very suspicious. It is even
worse as they do not believe in win-win
situations. Confidentiality is paramount.
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
16
Price tags: Russians better understand price tags in
US dollars or euros. Less so in pounds. If you don’t
have time to think of the price in $ or €, just multiply
price in pounds by 50, which will give you price in
Russian roubles.
Vocabulary: Less than 5 % of Russian
people are able to get your message in
English. They will, however, understand
certain words in English, like “Sale”,
“Present”, “Exclusive”, “Lux”, “VIP”,
“Brand”, “Fantastic”, “Designer”...Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
17
If you are a native English speaker and you hear
that a Russian speaks good English, do not hesitate
to praise him or her on this. Russians pride
themselves on their education system and their
eagerness to learn. They sometimes may prefer to
speak English just to practice it – give them this
chance, please. If they speak not such good English, make sure
you try to guess what they say. You can ask them
to repeat what they said, but avoid doing this
again and again.Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
18
BASIC RUSSIAN LANGUAGE
Russians use the
Cyrillic alphabet, but
they generally do
understand English
characters too.
Russians differentiate You formal and You informal, as do
Germans, French, Italians. If you are to pick up some
words from the Internet, you’d better remember this:
always look for a formal version of verbs, addressing,
greeting etc.Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
19
Greetings:
‘Dobra-yeh ‘ut-rah – Good
morning
‘Dobryj dyen’ – Good afternoon
‘Dobryj ‘vye-cher – Good
evening
Kak u vas dyi’la? – How are
you?
Spa’siba – Thank you
Hara’sho – Good, OK
Pa’zhaluysta – Please; welcome
Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
www.russialocal.co.uk/en/
20
Ignaty Dyakov at FSB Central London business breakfast
Eta? – This one?
Sleva? – Left one?
Sprava? – Right one?
Vot, pa’zhaluysta – Here it is for you, please
‘Posle vas – After you
Vot ‘vashi pa’kupki – Here are your
purchases.
Dasvi’daniya – Good bye
Pri’haditye ye’shyo, pa’zhaluysta – Come
and visit us again.21.08.2012
www.russialocal.co.uk/en/
21
Ignaty Dyakov at FSB Central London business breakfast
THANK YOU!!
Should you have any questions, please contact me:
*Images for the presentation taken from the Internet
21.08.2012
Ignaty Dyakov
+44 (0)207 1933 573
www.twitter.com/dignaty
Russia Local Ltd
www.russialocal.co.uk
www.facebook.com/RussiaLo
cal
www.twitter.com/RussiaLocal
www.russialocal.co.uk/en/