Canadian Small Business Women

Connection, Synergy, Community

Understanding Frame of Reference

Marshall McLuhan is famous for the saying “the medium is the message.” This is essentially the concept that the chosen method of conveying a message, in fact influences how that message is received.  As an example, an artist, in choosing to either talk or write about their art, potentially influences how others then perceive it.  Also on the topic of communication, Tony Robbins once said “to effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communications with others.” Finally, in considering effective communications techniques, Libby Larsen suggests; “The great myth of our times is that technology is communication.” So, what does each of these quotes have to do with communications from a business perspective? I believe that as entrepreneurs, it is imperative that we understand the Frame of Reference of our intended audience and are respectful of it at all times. Understanding F.O.R. ensures that:

  • You choose appropriate communication mediums to convey your message.
  • You have a clear understanding of your customer in order to address them in a manner that reflects their experiences with the world.
  • You recognize that while technology is important, you also understand that it’s not the only way of communicating with your target audience.

What is F.O.R.? Specifically, frame of reference has to do with how each of us experiences the world around us and how that influences both our understanding and our perspective of it. Our frame of reference is influenced by any number of things including:

  • Upbringing
  • Cultural background
  • Access to education
  • Gender
  • Religious affiliation and more….

 

All of these factors influence how we both give and receive information and therefore it’s imperative that you know and understand your target audience F.O.R. when considering how you will communicate with them.  Whether you are talking to a customer in person, communicating through email, creating website content or even planning a presentation, understanding their F.O.R. will help you tailor your message appropriately. Therefore, conducting research into your ideal client/target audience and how to share information with them just makes good business sense.

In addition, you must consider these other contributing factors when you will be communicating with your customer in person. They are:

  • Body language (open/closed)
  • Posture
  • Personal space
  • Eye contact

Each of these will also impact your chosen communication style. How? As just one example, consider this: In North America it is generally perceived that looking someone directly in the eye is a sign of telling the truth. In many other countries this action would be perceived as disrespectful and instead, downcast eyes are viewed as a sign of respect. Knowing your audience F.O.R. will prevent a potentially business ending gaffe.

Finally, when crafting your main message to customers you might also want to think about whether there are any language barriers and be wary of using too much industry specific jargon. It’s great that you are a subject matter expert but sometimes tossing around those big fancy words is neither necessary nor helpful to your target audience. Use these cautions even when considering how and when you use technology and when determining what methods of technology you might employ. Sometimes, technology can get in the way of effective communication because nuance, tone and facial/body language cues are all missing. To that end, consider whether your message makes more sense delivered in person vs. electronically.

Understanding the F.O.R. of your audience will contribute significantly to the successful communication of your message. It’s a lot to consider. Make sure your communications are carefully crafted, not from your perspective but from that of your audience. If you’ve done the research and taken the time to determine your ideal client, tailoring a message specifically to them shouldn’t then require a great deal of additional effort.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

When the world is your oyster, don’t use the wrong fork: 5 mistakes entrepreneurs make when going global

Globalization has been the buzzword in the business community for many years. With technology making our world a smaller place, businesses big and small seem eager to be a part of the “going global” trend. But just what does expanding internationally mean and how much of an investment does it require? Many entrepreneurs are unaware of what an international expansion entails, which is the reason why many of them aren’t successful.

 

Here are five mistakes entrepreneurs make when going global:

 

  1. Not spending enough time exploring potential markets

The decision to expand your business internationally is a huge step. Many entrepreneurs seem to get too caught up in the allure of going global that they often forget to evaluate the compatibility of their specific business in their market of choice. It’s important to allow adequate time for research on potential markets.  Spend time exploring and getting to know potential markets that fit your specific business. Expanding internationally is not about which countries you’d like to personally visit; it’s about where your business can grow and thrive.

  1. Underestimating costs and break-even time

Expansions are expensive! Don’t be fooled by the common misconception that outsourcing labour drastically lowers your operating costs – this may be true in the long run but breaking in to a new market will significantly increase your costs in the first few years. Adequate research about your market of choice and what kind of fees, licenses and legal documents are required is essentials for a successful expansion. Expansions take time to be profitable so it’s best to be conservative when forecasting break-even time, don’t expect and instant return on your investment.

  1. Discounting the importance of cultural differences

Sadly soft skills such as business etiquette are often overlooked when it comes to international expansions; however they play a significant role in the success of your business. In order to enter a new international market you need to be able to build contacts and make the right connections. Networking internationally can be tricky especially when customs and traditions vary among cultures. It’s important to fully understand the differences between your own culture and the culture in your market of choice. For example is the country you’re looking to expand in to a collectivist or individualist culture – do they focus on the Me or on the We?  If you can’t form a rapport and network effectively with people from different cultures; expanding you business internationally will be a challenge.

  1. A lack of product flexibility

Sometimes you may need to change your product to better suit a new market. Entrepreneurs need to be aware that the look of their product will need to evolve to better appeal to its potential buyers. A great example of this is Coca Cola – everyone the world over knows about the soft drink, but a bottle of Coke doesn’t look the same in every country – it’s evolved to suit the needs of new markets. In North America we have large 2L bottles of Coke but some countries only sell 1.5L bottles of Coke- the reason? Simple – their fridges are smaller. If you want to be successful internationally you need to be able to adapt your product to suit your new market.

  1. Not changing your marketing strategy

What works well in one country may not work well in another, and this is especially true for marketing strategies. Some countries respond very well to social media marketing, while others respond better to direct selling. Effective marketing is extremely important when introducing a new product. Learn from local players and adapt your marketing strategy to suit the new market. Don’t get stuck in a cookie cutter strategy be open to new ideas and try a few different strategies until you find the one that works best for your particular product.

Praveeni Perera is an experienced entrepreneur having co-founded a training and consulting company catering to clients around the world. Her area of expertise is international expansions. You can connect with her via Twitter or LinkedIn

 

Praveeni Perera – Canadian Small Business Woman of the Month of February 2014

Praveeni

Praveeni Perera is a dynamic young entrepreneur. She is the CEO and co-founder of Professional Edge Consulting a corporate training company based in Ottawa offering training and consulting services to clients around the world. PEC provides training and consultancy services in three main focus areas : cultural intelligence, international protocol, and business etiquette.

Prior to launching her own venture in June 2011, Praveeni worked in the non-profit sector. She took on the role of  Project Director for a NGO heading international development projects in Africa and Asia.

Whilst pursuing her undergraduate degree in Biology, her work in the non-profit sector instilled in her an interest in cultural intelligence and intercultural relations.  Having always harbored an affinity for the business world Praveeni decided to further her education completing a MBA in International Business, which allowed her to combine her interest in cultural intelligence with her love for the corporate world. Praveeni is also a certified International Protocol and Corporate Etiquette Consultant.

In addition to her career Ms. Perera plays an active role in her community having clocked many hours as a volunteer at both the Ottawa Hospital and the Children’s Hospital of Eastern Ontario. Praveeni currently sits on the Board of Directors for Immigrant Women Services Ottawa, a non-profit organization that provides immigrant and visible minority women and their families in Ottawa with the tools and support to achieve their full potential as members of Canadian society and participates in the elimination of all forms of abuse against women and children.

In her spare time Praveeni enjoys the arts; having played in a stage band in high school she has a great appreciation for music.  She enjoys writing and is a contributing writer for The Professional Edge business blog and  Restaurants and Hotels Magazine. Her articles have been featured online by MBAJobs.ca

Praveeni believes that a work –life balance is essential for success. She credits her achievements both personal and professional, to effective time management skills along with her driven and motivated personality.

OUR Q & A WITH PRAVEENI

*What inspires you?

Hearing about the successes of other entrepreneurs and business leaders inspires me. I think there’s a great deal to be learnt from the successes and failures of  leaders such as Jack Welch at GE, Richard Branson at Virgin, and even Canada’s own Arlene Dickinson.  Learning about the different styles of leadership they employed to tackle each situation is a great motivator for me.

*As a small business owner, what achievements make you most proud?

I’m most proud of launching and running our international workshops in South Asia. I had no idea what the South Asian market would be like going in and I took a risk that paid off. Although there were roadblocks  along the way I was able to successfully launch Professional Edge Consulting’s PR campaign, meet with HR leaders and host a myriad of successful workshops. This was a great challenge for me and a fantastic learning experience.
*What advice would you give to other aspiring small business owners?

The advice I would give other aspiring small business owners is to know themselves and their brand. In order to be able to market something successfully you have to know your brand inside out. You need to be aware of what services you are selling, who you’re selling to and be able to adapt your strategy to suit your market and audience.

Networking is also essential to growing your business. I would encourage aspiring entrepreneurs to be confident, get out there and build the connections they need to be successful in their field. There’s no substitute for hard work.
*What new things can we look forward to from your business in the upcoming year?

There will be a greater focus on cultural intelligence in our workshop offerings this year. For example we will be highlighting programs such as Let’s Talk It Out our conflict resolution workshop, and Lost In Translation, which focuses on communication. I am also in the process of authoring my first book on networking. You can also look forward to my monthly blog posts at The Professional Edge.

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