Protection Racket

Protection Racket, a small company with 6 employees, specialises in the manufacture of gigging musicians’
instrument cases, including luggage and back packs.

Its exports to the US, Australia and Europe accounted for 25% of sales and they wanted to break into the Japanese market.

In 2006 Tommy Armstrong, the Export Sales Manager, secured a last minute place on a trade mission to Japan and a meeting with senior executives at Yamaha. Through UKTI he was directed to the RLN SW and had his business cards and marketing materials translated into Japanese, there was also an opportunity for Tommy to meet with an advisor at RLN SW and have “one on one” business and cultural, training. In Tommy’s view, it was the time he spent with the cultural consultant sourced by the RLN that really made the greatest difference.

Tommy knew that you really only get one opportunity to make a good impression. By taking the time to be prepared he was able to act in an appropriate manner, to use the correct language when responding to questions and not to be disconcerted by the Japanese use of silence in negotiations.

“Indeed, the use of silence during my meeting would have irretrievably unsettled me, had I not been prepared for it..!" It also boosted his confidence that he would be able to deal successfully with a potential business partner.

Following his visit Protection Racket won a contract with Yamaha and Tommy has since been back to Japan and as he says “business is growing well.” Yamaha have reported a doubling in their forecast for Protection Rackets' sales, mainly attributed to Tommy’s continued contact and attention to detail in their specific market requests. Tommy simple puts this success down to the most basic in deal signature; “Preparation” – as provided by RLN SW.

Japan is such a different culture, meetings can go on for a long time and Yamaha is very precise in its requirements and needs a lot of information before making a decision. Nevertheless Tommy is delighted that they have broken into this market.

Due to their increasing business Protection Racket are now in the process of recruiting someone to deal specifically with their overseas orders. Tommy reiterates:

“More contact with RLN SW will be necessary to establish the same principles in different, worldwide markets. The service was exclusive in providing important, essential information to someone not experienced in different, world markets that requires cultural, market specific knowledge – 3 more jobs will be created in the next 2 years to deal with the expansion of our export business. For us, the future requires assistance from Regional Language Network Rock – and Roll”

Read more about Protection Racket

Visit the Protection Racket website at www.protectionracket.com

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