Modulift

Poole based Modulift Design and Consulting (MDC) manufactures and supplies specialist lifting equipment to 20 international markets including Europe, the United States, Scandinavia and the Middle East.

The company takes its language and international communications strategy very seriously. Thorough research on cultural and business differences of target markets has allowed successful expansion into non native English speaking countries and resulted in big contracts being won.

Modulift’s unique modular spreader system is made up of several components bolted together to make a single beam of any size, providing lifting capacity for weights between 2 – 3000 tonnes and lengths from 200mm – 53m. Modulift is used for the smallest maintenance work to the largest lifting jobs in many industry sectors including construction, maritime, offshore, oil and gas, industrial and aerospace.

Nick Latham, managing director of Modulift explains “We need language to communicate effectively with potential and existing international distributors and retail customers. Although most of our distributors speak English, cultural awareness is really important when introducing Modulift to different foreign markets. So we thoroughly research these to understand business practices and expectations of our overseas customers - essential for building relationships and avoiding misunderstandings.”

Modulift customers often require specific training to learn the systems intricacies. Whenever possible, the company trains English speaking distributors, who pass on their knowledge to customers, with the firm’s sales team on hand to answer any questions that arise. Documentation, publicity and PR material are outsourced to ensure differences in tone and meaning are addressed, with the distributors checking that technical terms and phrases are correct.

Since 2005, James Piriou, the RLN SW Dorset and Wiltshire adviser, has advised Modulift on its business expansion overseas including the successful entry into the French market. More recently, he has provided information about the cultural nuances in UAE countries. James said: “Modulift has clearly taken on board the importance of researching business etiquette in different markets to increase market share and gain competitive edge.”

Nick Latham has found James’ knowledge, advice and support invaluable. He strongly recommends companies looking to operate on an international level to approach the Regional Language Network SW for expertise and guidance.

Visit the Modulift website at www.modulift.co.uk.

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