Podcast
Questions and Answers
What has been the result of A&C Exports teaching its staff foreign languages?
What has been the result of A&C Exports teaching its staff foreign languages?
- Increased export sales by 40% (correct)
- No change in export sales
- Decreased export sales
- Increased export sales by 20%
Why did A&C Exports find using an interpreter frustrating?
Why did A&C Exports find using an interpreter frustrating?
- The interpreter was not fluent
- The interpreter made many mistakes
- A middleman can't establish relationships like a member of the company (correct)
- The interpreter was too expensive
How did A&C Exports manage to double its sales to Germany?
How did A&C Exports manage to double its sales to Germany?
- By offering discounts
- By improving product quality
- By responding to customer complaints
- By choosing the right color for packaging (correct)
What was the initial method A&C Exports used when targeting Italy?
What was the initial method A&C Exports used when targeting Italy?
What product does A&C Exports deal with according to the text?
What product does A&C Exports deal with according to the text?
What was one of the key factors in A&C Exports' success?
What was one of the key factors in A&C Exports' success?
What language skill improvement did A&C Exports first focus on?
What language skill improvement did A&C Exports first focus on?
How did A&C Exports initially handle communication when targeting Italy?
How did A&C Exports initially handle communication when targeting Italy?
What was the attitude of A&C Exports' staff towards using an interpreter?
What was the attitude of A&C Exports' staff towards using an interpreter?
What languages can A&C Exports' staff handle simple telephone enquiries in now?
What languages can A&C Exports' staff handle simple telephone enquiries in now?
What does A&C think about cultural differences?
What does A&C think about cultural differences?
Who was at the centre of the changes in the company?
Who was at the centre of the changes in the company?
Was Karen a fluent Italian speaker?
Was Karen a fluent Italian speaker?
How does Karen maximize her language learning?
How does Karen maximize her language learning?
How did customers react when Karen first tried to communicate in Italian?
How did customers react when Karen first tried to communicate in Italian?
What effect has Karen's work had on the staff?
What effect has Karen's work had on the staff?
What is Karen Burdett's role at A&C?
What is Karen Burdett's role at A&C?
For how long has Karen Burdett been working at A&C?
For how long has Karen Burdett been working at A&C?
Which languages did Karen Burdett speak fluently when she was appointed?
Which languages did Karen Burdett speak fluently when she was appointed?
How did Karen Burdett improve her Italian in the four weeks before her new post?
How did Karen Burdett improve her Italian in the four weeks before her new post?
What was Karen Burdett's reward from her first phone call to Italy?
What was Karen Burdett's reward from her first phone call to Italy?
How did the clients react when Karen Burdett explained her Italian was not perfect?
How did the clients react when Karen Burdett explained her Italian was not perfect?
Study Notes
A&C Exports' Success
- A&C Exports, a small company, successfully exported potatoes to Italy after teaching its staff to speak foreign languages.
- The company's annual export sales rose by 40% due to improved foreign language skills.
Challenges with Interpreters
- Initially, A&C Exports used an interpreter to target Italy, but this was frustrating.
- A middleman, no matter how fluent, cannot establish relationships like a committed company member.
Cultural Requirements
- A&C Exports takes great care to respond to cultural requirements of its customers.
- For example, the company chooses the right color for packaging, which doubled sales to Germany.
Karen Burdett: Key to Success
- Karen Burdett, a language specialist, joined A&C Exports 18 months ago and is the key to the firm's export success.
- Before taking up her new post, Burdett improved her Italian language skills by listening to Italian media, watching videos, and reading Italian texts.
Effective Language Learning
- Karen Burdett's approach to learning Italian was effective, as she asked clients to be patient with her if she made mistakes.
- Her clients were delighted, and a strong relationship was established.
Importance of Language Skills
- Staff at all levels can now handle simple telephone enquiries in French, Spanish, and Italian.
- Improving language skills has contributed to the company's export success.
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Description
Learn how A&C Exports increased its annual export sales by 40% after teaching its staff to speak foreign languages, improving business relationships and sales in Italy.
