DO NOT USE POOR TRANSLATION

SERVICES…OR EVEN NON AT ALL !!

Even if English is the international business language and you’ll find that the generation of young professionals in France usually speak and understand English, having your sales material and website in French is essential to a successful marketing strategy, whether in B2B or B2C: Make sure your brand name translates into French. If not, work with a

branding agency to help “Frenchise” your name, or add an speaks-for-itself baseline.

Duplicate your website in French, if not entirely, at least a couple of important landing pages. Think about localising the pages in France for SEO purposes.

If you are attending a trade-show, have all your sales documents in proper French (not translated with online tools or a French major student).

Showing that you respect the language will take you a long way in gaining credibility and a professional image.

DO NOT COPY/PASTE YOUR LOCAL MARKETING

STRATEGY

The French live by the same standards as other western countries, with consuming habits very close to the British on many points. However, consumer trends can vary on certain markets, and the way you’ll reach your clients has to be adapted. Determine what your product/service’s added value will be for French

consumers, in comparison with the existing offer from France. “Made in Britain” can sometimes be appealing, but sometimes counter-productive.

Understand the needs of the French consumers you are wishing to target and get to know them : what they like to read, where they like to eat, what social media they use, what influencers they follow, what advertisement appeals to them….

Create and implement a marketing campaign (mainstream media or online or PR or event) that is adapted to the results of your above mentioned research.

Taking the necessary time to study the needs and habits of your potential clients will ensure a sucessfull launch strategy

DO NOT GET BIASED BY

CULTURAL CLICHÉS

Reaching and convincing an international audience entails understanding regional cultures, languages and behaviours. And on this aspect, Europeans definitely have room for improvement. They have a very stereotyped vision of one another, and surprisingly, a very limited knowledge of each other’s culture. How the French see the British: insular, conceited, monarchist, anti –

European, snob, independent, conservative, pragmatic. How the British see the French: chauvinistic, intransigent, cared for by

the state, no sense of humour.Some things are true, some very much exaggerated. Being curious and adventurous is a big step in understanding your foreign clients : go visit, taste local specialties, speak with clients and distributors, learn a few words and expressions in French…

Show your interest and you’ll get their attention.

DO NOT NEGLECT FRENCH

BUSINESS ETIQUETTE

Though globalization tends to fade away cultural differences, some remain, especially in business relations. French business has its own codes : Do not under-dress. Looking too casual will be perceived as non-serious

and not trustworthy. Present yourself professionally, stating your name and surname, as

well as your position. A bilingual business card is a plus. During a business meeting, do not press for immediate decision

making. It usually has to be countersigned “above”. Do no neglect lunch breaks… this cliché is a must. No need for an

expensive place, but anything is better than grabbing a sandwich. Keep your professional and personal life separate, even when doing

small talk.

“When in Rome, do as the Romans do”. The same works in France.

DO NOT UNDERESTIMATE

CUSTOMER SERVICE

When customers have a question or product issue, they expect a company's customer service department to understand their request and resolve their issues as fast as possible and in their language…. or they will turn to a competitor ! Phone customer service : make sure you have someone on your team

fluent in French that is comfortable with phone conversations. At a French office hours !!!

Online request : make sure you can write back and answer questions in French without any spelling mistakes, that might make you look untrustworthy.

For social network : your community manager has to speak French, but also think like a local to be able to produce relevant and up do date content.

Make sure your shipping partner is professional and that all costs have been included in the original price.

Hire the right team for quality customer management in French.

DO CONSIDER GETTING ADVICE

FROM A SPECIALIZED AGENCY

My French Communication Agency provides foreign businesses with strategic advising and services, helping them steer their international communication projects towards success on the French market. www.my-french-communication-agency.comjennifer@my-french-communication-agency.com

Crédit photo 123RF : Oleg Dudko, Petro Feketa, tylephotographs, damedeeso  /   Crédit photos fotolia : DOC RABE Media,