To help Kiwi business in telling a consistent story of who we are and what makes us unique, it’s important to know how other countries already perceive us.
This desire to really understand how our key trading partners see New Zealand was what drove our ‘global image testing’, which involves interviews with international buyers (B2B) and consumers.
The results were interesting – and sometimes surprising.
For example, our down-to-earth, laid-back attitude was both a positive and a negative. On the plus side, it makes New Zealand businesses open, accessible and easy to work with. During our interviews with high-level United States business owners and channel suppliers, they consistently said that one of the best things about doing business with Kiwis is being able to call the CEO at any time and he or she will pick up the phone.
That accessibility to top-level managers is something they love. On the other hand, Kiwis can be too laid-back in some markets, with a casual attitude sometimes appearing unprofessional. In fact, sometimes New Zealanders can be so relaxed they forget to close the deal at the end of a meeting.
Instead of thanking them and saying you’ll be in touch, findings from the United States research suggest you can be more forthright and tenacious… without sacrificing your Kiwi authenticity.
Another surprise in the global image testing was how Australians see us. Turns out they have a much higher opinion of us than we might expect. Our cousins across the Tasman described us in very positive terms, using words like “brave”, “cool” and “forward-thinking”.
They really do love us. We are a non-threatening neighbour. They see us as front-footed, both economically and socially – and they like our approach to race relations, which they feel incorporates elements of integrity and care. Essentially, we’re an inspirational example of a working economy and nation.
However, they also see us as their smaller cousin, which does limit our chances of selling ourselves as exotic or interesting. Our closeness makes us familiar and a little taken for granted.
What’s more, despite our competitive feelings towards Australia, the global image testing revealed they don’t feel the same way about us – and we need to get over it.
As one Australian interviewees said, “The chip’s on your shoulder, not ours.”
THREE TIPS FOR TELLING YOUR STORY OVERSEAS.
Size doesn’t matter.
Australia’s big and we’re small. Potential Australian business partners don’t care. They just want to know that you’re big enough to deliver. Demonstrate you have scalability, secure supply chains and logistical compliance – these matter more than size.
Be yourself. But be professional.
Suit up, turn up on time and clearly articulate your business proposition. What exactly are you there to talk about? Don’t say you can do everything. Be specific.
We’re more than beautiful landscapes.
Try to move away from empty landscapes in your presentation material – show people and buildings to demonstrate your ability to produce the goods and services you’re selling.