Selling toRussians      Presentation at FSB Central London b/breakfast, 20/8/12                                         Ig...
www.russialocal.co.uk/en/Today, I’d like to briefly share how to:     Appreciate the background and culture of Russian cus...
www.russialocal.co.uk/en/ Russia is still the largest country in the world by its territory. It is     8th country in the...
www.russialocal.co.uk/en/ Russians no longer look like this:        “New Russians”              in 1990s                  ...
www.russialocal.co.uk/en/                                                         They most probably look                 ...
www.russialocal.co.uk/en/Or like this:                                                                6Ignaty Dyakov at FS...
www.russialocal.co.uk/en/                                                         Or like this:                           ...
www.russialocal.co.uk/en/ They can look like this:                                                                8Ignaty ...
www.russialocal.co.uk/en/                                                     … and, of course, like this.                ...
www.russialocal.co.uk/en/Although they might speak Russian there are manymore nationalities than people outside of former ...
www.russialocal.co.uk/en/Build relations: you can‟t underestimate the importance ofbuilding relations with Russians. It ta...
www.russialocal.co.uk/en/It is a cliché but Russian Buyers tend to buy more onemotion and less on price than most Westerne...
www.russialocal.co.uk/en/ It is still a very conservative society in terms of gender roles. Men always pay for women. Men ...
www.russialocal.co.uk/en/Small talk: Russians are proud of their culture(ballet, opera, literature, arts) and sports(footb...
www.russialocal.co.uk/en/Dress Up: Russians tend to wear high style luxuriousclothes and accessories. They would also show...
www.russialocal.co.uk/en/Price tags: Russians better understand price tags in USdollars or euros. Less so in pounds. If yo...
www.russialocal.co.uk/en/If you are a native English speaker and you hear that aRussian speaks good English, do not hesita...
www.russialocal.co.uk/en/   BASIC RUSSIAN LANGUAGE   Russians use the Cyrillic   alphabet, but they   generally do underst...
www.russialocal.co.uk/en/Greetings:„Dobra-yeh „ut-rah – Good morning„Dobryj dyen‟ – Good afternoon„Dobryj „vye-cher – Good...
www.russialocal.co.uk/en/  Eta? – This one?  Sleva? – Left one?  Sprava? – Right one?  Vot, pa‟zhaluysta – Here it is for ...
www.russialocal.co.uk/en/                                          THANK YOU!!              Should you have any questions,...
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'Selling to Russians' presentation at the Federation of Small Businesses London b/breakfast by Ignaty Dyakov, MD of Russia Local Ltd

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Slides for the talk delivered by Ignaty Dyakov of Russia Local Ltd at the Federation of Small Businesses Central London business breakfast on 21st August, 2012. Feel free to contact Ignaty Dyakov for further details or arranging a talk or workshop at your organisation via email id [at] russialocal.co.uk or by phone +44 207 1933 573

Russia Local Ltd is a London-based business consultancy helping international businesses expand in Russia. They provide Russian language training, translation (from English, French, Chinese, Italian, German to Russian), consulting and marketing services. Please visit their websites http://www.russialocal.co.uk and http://www.russianinlondon.com

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'Selling to Russians' presentation at the Federation of Small Businesses London b/breakfast by Ignaty Dyakov, MD of Russia Local Ltd

  1. 1. Selling toRussians Presentation at FSB Central London b/breakfast, 20/8/12 Ignaty Dyakov
  2. 2. www.russialocal.co.uk/en/Today, I’d like to briefly share how to: Appreciate the background and culture of Russian customers, Understand the drivers behind Russian buying habits, Connect with Russian customers, Understand the correct etiquette, Create the right shopping experience for Russian customers, Impress with key phrases in Russian (if we have time). 2Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  3. 3. www.russialocal.co.uk/en/ Russia is still the largest country in the world by its territory. It is 8th country in the world by population. Russia has 686 families with the wealth of more than $100 million each. It is 4th place in the world. Further 111,000 families own more than one million USD each. IMPORTANT: Comparing to the Soviet times, Russians can now legally and with no restrictions transfer and spend money abroad. 3Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  4. 4. www.russialocal.co.uk/en/ Russians no longer look like this: “New Russians” in 1990s 4Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  5. 5. www.russialocal.co.uk/en/ They most probably look like this: 5Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  6. 6. www.russialocal.co.uk/en/Or like this: 6Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  7. 7. www.russialocal.co.uk/en/ Or like this: 7Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  8. 8. www.russialocal.co.uk/en/ They can look like this: 8Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  9. 9. www.russialocal.co.uk/en/ … and, of course, like this. 9Ignaty Dyakov at FSB Central London business breakfast 18.06.2012
  10. 10. www.russialocal.co.uk/en/Although they might speak Russian there are manymore nationalities than people outside of former USSRgenerally think. Never assume they are all the same.If for Russians it is all right, other nationalities(Ukrainians, Belorussians etc) might be offended. Sometimes, Russians might want not to admit that they are Russians, especially if they talk English well. There may be different reasons for this, not last one is the shame of the behaviour of other Russians. Don‟t pressure them. 10Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  11. 11. www.russialocal.co.uk/en/Build relations: you can‟t underestimate the importance ofbuilding relations with Russians. It takes time, but is worth it.They will not only use your services themselvesconstantly, they will recommend you to others. Occasions: Birthdays, New Years, Weddings, or even signing a contract are big occasions. Russians are generous. Most of them would spend substantial amounts of money for gifts if invited to their friends or relatives. 11Ignaty Dyakov at Virada Ltd. 21.08.2012
  12. 12. www.russialocal.co.uk/en/It is a cliché but Russian Buyers tend to buy more onemotion and less on price than most Westerners.Emphasise any aspirational features of your product. Ifyou get this right there is a good chance Russians won‟tnegotiate much on price. Americans like to buy the cheapest house on the best block. Never offer anything of this sort to a Russian. They tend to buy goods for prestige and want the best within their budget. They are competitive. 12Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  13. 13. www.russialocal.co.uk/en/ It is still a very conservative society in terms of gender roles. Men always pay for women. Men would behave in such a manner and women would play the role of a beautiful decoration. Although never underestimate the woman‟s participation in making the decision – so always talk to both of them. Age is important. Unless we talk about an attractive young woman, Russians would prefer to deal with a more senior and experienced person. 13Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  14. 14. www.russialocal.co.uk/en/Small talk: Russians are proud of their culture(ballet, opera, literature, arts) and sports(football, tennis, hockey). Try to get the names ofprominent Russians in your area of interest andpraise them. You might want to avoid talking about politics with Russians. You never know if the supporter of the current government or someone from the opposition has come to you. They move from one side to another in no time too. 14Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  15. 15. www.russialocal.co.uk/en/Dress Up: Russians tend to wear high style luxuriousclothes and accessories. They would also show off onevery occasion. They buy not only for practicalreasons, but for reputation. They would expecteveryone they come across be stylish and elegant. Security: As of Russian history, Russians are extremely afraid of scams, frauds etc. They are very suspicious. It is even worse as they do not believe in win-win situations. Confidentiality is paramount. 15Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  16. 16. www.russialocal.co.uk/en/Price tags: Russians better understand price tags in USdollars or euros. Less so in pounds. If you don‟t have time tothink of the price in $ or €, just multiply price in pounds by50, which will give you price in Russian roubles. Vocabulary: Less than 5 % of Russian people are able to get your message in English. They will, however, understand certain words in English, like 16 “Sale”, “Present”, “Exclusive”, “Lux”, “VIP”, “B rand”, “Fantastic”,Ignaty Dyakov at FSB Central London business breakfast “Designer”... 21.08.2012
  17. 17. www.russialocal.co.uk/en/If you are a native English speaker and you hear that aRussian speaks good English, do not hesitate to praise himor her on this. Russians pride themselves on theireducation system and their eagerness to learn. Theysometimes may prefer to speak English just to practice it– give them this chance, please. If they speak not such good English, make sure you try to guess what they say. You can ask them to repeat what they said, but avoid doing this again and again. 17Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  18. 18. www.russialocal.co.uk/en/ BASIC RUSSIAN LANGUAGE Russians use the Cyrillic alphabet, but they generally do understand English characters too.Russians differentiate You formal and You informal, as doGermans, French, Italians. If you are to pick up some wordsfrom the Internet, you‟d better remember this: always look fora formal version of verbs, addressing, greeting etc. 18Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  19. 19. www.russialocal.co.uk/en/Greetings:„Dobra-yeh „ut-rah – Good morning„Dobryj dyen‟ – Good afternoon„Dobryj „vye-cher – Good eveningKak u vas dyi‟la? – How are you? Spa‟siba – Thank you Hara‟sho – Good, OK Pa‟zhaluysta – Please; welcome 19Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  20. 20. www.russialocal.co.uk/en/ Eta? – This one? Sleva? – Left one? Sprava? – Right one? Vot, pa‟zhaluysta – Here it is for you, please „Posle vas – After you Vot „vashi pa‟kupki – Here are your purchases. Dasvi‟daniya – Good bye Pri‟haditye ye‟shyo, pa‟zhaluysta – Come and visit us again. 20Ignaty Dyakov at FSB Central London business breakfast 21.08.2012
  21. 21. www.russialocal.co.uk/en/ THANK YOU!! Should you have any questions, please contact me: Ignaty Dyakov Russia Local Ltd id@russialocal.co.uk www.russialocal.co.uk +44 (0)207 1933 573 www.facebook.com/RussiaLocal www.twitter.com/dignaty www.twitter.com/RussiaLocal*Images for the presentation taken from the Internet 21Ignaty Dyakov at FSB Central London business breakfast 21.08.2012

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