Asia Connects Conference Index

Understanding Your Client the Key to Success

By Kim Chourarath

Since the business world is so competitive between the United Sates and Canada, Canadian business people have traveled around the world to the Asia Pacific countries to find clients. Because Asia Pacific countries are eager to do business with Canadians, we are as eager for the partnership as they are.
In an informative interview with Mr. Darren Wright, Export Coordinator of the Vita Health Company Ltd., he says, " the key to success is the relationship (bond) and interaction between you and your clients."

The Vita Health Company is a company that manufactures products like vitamins and herbs for many other companies around the world. The main Asia Pacific countries that do business with them are Hong Kong, China, Korea, Singapore, Taiwan, and Malaysia. About 3% of business is done in the Asia Pacific countries.

"Business in Asia compared to the United States, provides a more relaxed and comfortable atmosphere," says Wright.

In the Asia Pacific countries they tend to look for a long term relationship and so both the client and company have a loyal partnership with each other. The business people in Asian countries look for the best price and when they find it they stick with the company trusting that they will give them the best prices every time.

Success for Vita Health came when they teamed up with the Avon company. Avon is an expert in the Asian advertising market. Both companies have worked together to spread the word about their products, resulting in healthy exports to Asia.

But there is still room for understanding Asian culture. "What should be improved is that companies and their clients should have a basic knowledge of one another's lifestyles and cultures before they begin doing business with one another."

As a result of cultural misunderstanding, one of Wright's most embarrassing experiences occurred in Malaysia: "I had wanted to take a picture of a tower in Kuala Lumpur and to get a better angle, I found a place with a balcony, which would provide me with the best shot. I went inside the building with my camera and suddenly a person pulled me outside again." It was then that Wright had realized that he had run into a temple during prayer time with shorts and shoes on -- a definite "don't" in Malaysia.

The bottom line is that any effort made to get to know your clientele, will be appreciated by them. It shows them you are interested in them and their culture.

asia@tgmag.ca