By Michael Martin

There's a lot more to doing business overseas than simply overcoming the language barrier.

In some cases, language is among the easier obstacles to overcome, according to Dr. Keith Martin, director of International Sales for Martin Door Manufacturing.

	Dr. Keith Martin peers out a van for the camera during a recent trip to southern China.Note: The Chinese writing in red and white says “Martin Doors”.

In a personal interview about doing business overseas, Dr. Martin outlined the nuances and wrinkles that come with the hope of doing business outside the U.S.

Dr. Martin said that in some countries a variety of legal issues must be faced. Many countries in Europe require special testing of products on safety and quality before business can be legally conducted. This requires extra time and money and even requires upgrading the safety of the product.

One political challenge that exists with Martin Door's partners in China is transferring U.S. dollars to U.S. bank accounts. Chinese companies must either use an agent or hold a license to transfer U.S. dollars. Most other countries allow simple wire transferring of money. Customs' regulations can also present difficult obstacles. Argentina and Saudi Arabia have required that all documents, such as the commercial invoice, to be translated in their native language. Most other countries allow English documentation, according to Dr. Martin.

Products must be adapted to fit the country being targeted for business. Dr. Martin said that his company makes a variety of door products and “size” is a big challenge in most countries. Most countries use the metric system; therefore, all products measured in feet or inches must be adapted to meters, centimeters, and millimeters. This often requires new sizes to be manufactured, he said.
		Adapting to a country's regulations and customs is one key component of being able to sell abroad, according to Dr. Keith Martin. Here Martin is shown during a recent trip to China.

There are many cultural differences in other countries that need to be addressed. Dr. Martin said that when you visit other countries in person you must be aware of your personal gestures, the words you use and even the colors of your clothing and printed material.

He said one promotional picture displayed an address number “4” on a home. Dr. Martin was told that the number four in China can be offensive in some cases and should be changed on the literature. The number 4 can signify “the black death,” and the color black on certain items means you may receive bad luck in China, Dr. Martin said.

Dr. Martin mentioned one experience in Austria where he started to show some potential clients pictures of his family while introducing himself. When they looked disinterested and almost offended, his German partner interrupted and started in with the facts on the product. He said that it could have turned out much worse if his partner hadn't intervened. He said that Germans and Austrians respond better to facts instead of the friendly approach that works better in Asia, the Middle East and Latin countries.

Martin said he always prints up a “CultureGram” on the country he is about to visit. Culturegrams are written by natives of the country to help one avoid some of the pitfalls and embarrassment of giving someone a wrong handshake, offensive hand gestures, etc. It also gives the country's GDP and other useful information.

Dr. Martin mentioned that once while in Saudi Arabia, he was cautioned not to cross his legs and point his heel towards a client because it portrayed that you are looking down on or belittling them. He added it is best to practice universally accepted gestures so that they become a habit. He said he now practices keeping his feet on the ground and never gives anyone a “thumbs up” because of the negative connotation it gives in some countries. He also said it is good to keep up on events regarding the country to stay aware of what they are dealing with.

Dr. Martin reported an increase in about 15-20% of the overall sales volume, which translates to about 75 international doors per day in units produced.

Perhaps most illustrative of Martin Door's success to sell outside the U.S. was receipt of the President's E Award for excellence, in exporting, given during the administration of Bill Clinton. David O. Martin, CEO of Martin Door, and Dr. Martin received the award from former Secretary of Commerce Ron Brown.