The Manufacturing Executive
The Manufacturing Executive

Episode · 3 weeks ago

Going Global: How to Expand Your Reach & Revenue Internationally w/ Wendy Pease

ABOUT THIS EPISODE

Companies that go international are 20% more profitable on average.

For most manufacturers, the only thing stopping them from reaping the rewards of going global is the fear of the unknown.

But with a little guidance, you can make sure your international ambitions don’t get lost in translation.

And there is no better guide than today’s guest, Wendy Pease, Owner of Rapport International, who joins the show to share her tips for going global.

Join us as we discuss:

- How to decide where to do business internationally

- The steps to break into a market in another region

- The value of professional translation — domestically and abroad

Be sure to check out these important resources:

- Exporting readiness checklist

- Wendy’s Linktree, which features all her important links, including a few free chapters of the books and all her socials.

- Global Marketing Show podcast

- Manufacturing Case Study

Subscribe to The Manufacturing Executive on Apple Podcasts, Spotify, or our website.

Listening on a desktop & can’t see the links? Just search for The Manufacturing Executive in your favorite podcast player.

Even if somebody's BI lingual. Seventytwo percent of the consumers are going to spend more time on websites that arein their native language, and about three quarters of them are more willing tobuy if they have information in their own language. Welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturing leaders who have compelling stories toshare about their successes and struggles, and you'll learn from B tob sales andmarketing experts about how to apply actionable business development strategies inside your business. Let'sget into the show. Welcome to another episode of the Manufacturing Executive podcast.I'm Joe Sullivan, your host and a cofounder of the Industrial Marketing Agency gorillaseventy six many of the manufacturing organizations my agency consults originally built their businesses locallyor regionally. Then, as they grew, they expanded domestically across the US,perhaps into Canada or Mexico, to but when you talk to a lotof them about doing international business outside of North America, most would tell youthey've dabbled in it a bit, but I never really committed. Others wouldtell you they see any of potential but aren't really sure where to start.So today we're going to dive into this topic expanding into international markets. Asmy guest today will tell you, not only does doing business internationally create newrevenue streams, but it creates stability. When one market is down, anothermay be up. And the best part, thanks to a wealth of resources,technology and Smart Consultants available today, picking an international market and getting startedit's probably not quite as difficult as you might guess. My guess today willtell you why. She'll also offer a variety of practical advice about how tojump in. Let me introduce her. Wendy P's is the owner of RapportInternational, a language services company that provides high quality written translation and spoken interpretationand over two hundred languages. She's the author of the book the language ofGlobal Marketing and the podcast host of the global marketing show. Wendy has livedin Mexico, Taiwan and the Philippines. Has a bea from Penn state andan MBA from the Tuch school at Dartmouth College. Wendy, welcome to theshow. Thank you. It's great to be here too. Yeah, Ialways good to talk to another so a fellow podcaster. So I love thatyou've got a show. You're so you're so niched down and you're, youknow, deep expert in something, and this is a topic, frankly,international marketing, that I am not I would be lying of U said Iwas an expert in it up. You know, most of my clients are. You know, plenty of them do some international business, but most ofthem are more focused domestically. In their marketing efforts are almost entirely focused domestically. So I'm excited to learn something myself...

...from this conversation. Yes, anew you do industrial marketing and work with a lot of manufacturers and they aresuch a prime industry to go international, and I think we talked about itbefore that the companies that do go international are on average, twenty percent moreprofitable. They've got higher revenues, they pay higher salaries and they're more stable. I just spoke with somebody who is involved with International Trade and works forthe government and he says that they see it when one economy is down,the companies that are global are still growing. This stix were crazy. I thinkhe said on average during the last recession, companies dropped seven percent onrevenue, but the global companies grew by twenty percent. I was blow itwas twenty percent or thirty percent. It was something phenomenally shocking. So ifyou're listening and if you haven't considered going global, there's so many good reasons. We can certainly talk about that today. Yeah, well, I mean that'sa good point that you brought up. Like I think of it is asjust another revenue stream, but it's there's stability right like you're offsetting therisk in any particular market and you know, Gosh, especially during the volatile timesthat we've had over the last few years, to just sort of bein different places. And I think that's a really good point. Yes,it's certainly is, and so many people are afraid of doing it. Andthe federal government has so many free supports for companies that want to go internationalbecause our balance of trade is off. So there's free federal government supports,there's Free State supports. You can even get grants to help you do translationor go on trade missions or trade shows or help update your website. Youknow, so there's so many opportunities to go and I was kind of blowaway. I was interviewing somebody on my podcast and he was talking about allthe resources that are available and I even learn about someone. I'm like,okay, where do you start? And he said you always go to yourstate representative because they can point you to the different people that can help youget financing, figure out the logistics, you know, point us to peoplelike my company, where we handle the global communications or the translation or theyou know, in National Marketing, and so we've got lists of that onour website if anybody wants to know. But you can just Google your state, you know Massachusetts state export support, and that's how you can can taginto to any of these fantastic supports the government provides. Yeah, that's great. I mean that's one of the questions I was going to ask and ifthere's anything you'd you would add to that. I just imagine that a lot ofcompanies that have traditionally done a majority or maybe all of their business domesticallyor even regionally, the idea of just doing business internationally is probably just reallyoverwhelming. It's like, you know, where you their business become largely throughreferrals and, you know, cut repeat business with customers and you know,some are may be good at prospecting,...

...but probably, you know, probablynot a lot of that has happened internationally. So I was going to ask youwhere do you start? What are the resources that are available to you? You've mentioned a few and he like. Where would you point somebody if they'rejust sort of thinking, okay, maybe we should be exploring and doingbusiness internationally? Yeah, that's a loaded questions. There's so many different ways. Yeah, take it wherever, take it wherever you lightly like and talkas long as you'd like about it. Okay. So say you're a manufactureand you're, you know, in the sea level and you're going, okay, where are we going to get growth this year? Well, first off, you know, reach out to your state representative, because they're going tobe able to point you to people that can help you develop a strategy.Okay. The second is think about what company countries might make sense for you, and I have heard of all different kinds of stories. I've heard ofmanufacturers going to Canada and Mexico just because we're close. You know, thethe boy particularly the people are on the borders they are tend to go over. I've heard of people that have had international experience and want to go tocertain countries or people who are here in the United States that have family backin Greece or Italy or France or wherever, and so they feel like they haveconnections or they want to have a reason to travel there. I've heardof other people saying, well, I want a vacation home in this country, therefore I'm going to start doing business there. And then I've heard ofpeople that are really astute on my marketers and they look at where the businessis coming in from. So we worked with a client that he ended upgetting a grant to pay for his translation. That's how he connected up with us. He happened to notice that he was getting a lot of visitors comingin and he manufacturers like air purifier things. You know technical term, but it'svery specific for certain industries, and he noticed all this interest coming infrom Germany. So he did some German translation on his website to help thebuyers come through their buying journey in their language, and I can talk aboutthe statistics for that in a minute. So there's all different reasons and placesthat you might pick to go, but I always suggest starting with a strategy. Okay, looking at what is it you're trying to accomplish. Make themsmart, specific, measurable, actionable, realistic and timely, and instead ofvision for why you're going global. Okay, going global is not a one timeact. It's making a commitment to a place that you're going to startdoing business in. Okay, once you figure out that strategy, and Isay start with one country, okay, because the next thing that you're goingto look at is the process. What's the process you're going to set upfor all the different areas that you need? So we particularly help people with theirglobal communications, you know, any translation interpreting that they need to do, and you can bring a buyer through the whole sale al cycle almost tothe website for some things. Once you get that process set up, thenyou can pick another country and you can replicate that process for the country.So that's where you'd slowly build it out.

The third area that you want tolook at is technology. What kind of needs are there? You know, in particularly with global marketing, what we're looking at is what's your websitebuilt in? What are you using for Seo? Are you doing any paperclick? You know, are you using the Google translate plug on which I'lltalk about next? Are you going to use translation memory, which is agood thing, because once you translate something, you can reuse it. So,you know, if you've got copy that you use for your website,you can use it on your brochure, you can use it on your proposals. So once you figure out, you know your positioning and what you're inyour messaging, you can reuse that. So we use the translation. Andthen the final saying that we say for thinking about, particularly in global marketing, is quality. Okay, there are some things that have to have highquality translation. So, for example, if you're doing your website, ifyou're doing anything marketing, anything that can affect your bottom line, you haveto have high quality. Whereas you know, if you get an unsolicited email andyou don't know what it's about, take that, pop it into Googletranslate and see what it says. If it's nothing important or having to dowith your business, it's just a random email, you've got the gist ofit, so you can throw it out. But if it's an important communication,Shn then you can figure out how you're going to communicate back. There'sso many different ways to do it. I mean you can develop a chatbutt, which is once you think it through for the English it's really easyto transition it over to another language because you've already drafted it out. Youknow what the decision Matrix is and you know what the messaging is through it. So all you have to do is translate. It's a small project andthen you've helped solve something. So that you know, start with a strategy, develop a process, think about the technology and then look at the qualityneeds and that you know that's in there your so you start with your companywidestrategy and then it has to your marketing strategy has to align with that andthen your global marketing strategy has to align with that. Process is going togo through you know, corporate down into all the different areas, and thenyou know technology and quality. So here's a question for you. Let's justsay you you know, you chose a market, let's will say Germany,right there because of maybe for a reason like the one you mentioned, you'regetting a lot of traffic there. For whatever reason, there seems to besome demand there, and you say, all right, we're going to we'regoing to focus a marketing in Germany because we think we can grow there.And you know, sure enough to get you, you know, you startto there is demand there, you start generating more interest. What do youdo on the sales front, like when you know all of a sudden youhave to have a human conversation with somebody? You know you and I are marketingpeople, but I'm curious. Used to hear what what do you youneed German speaking people in House now or like? What? Where do yougo from there? Excellent questions. So we had a client. I'm goingto give a couple examples. So one...

...of them is this. We hada client. He said, I'm getting requests from China. He said,I'm getting emails, you know, can you translate emails so I can getback to these people? And so our minimum charges ninety five dollars. It'slow in the industry, but you know, we've kept it at that. Actuallyit's a hundred and twenty five or a hundred fifty four Chinese, butninety five for European languages. So I said, you know, if you'retranslating emails, you're going to have a minimum charge every time you have tocommunicate back and forth. There's a great book and I love Your Books.Lined up behind you. I can see visually try we're re implemented traction.Another one I don't see up there is Marcus Sheridan's. They asked you andyeah, it's it's one of my favorites. If it's if it's not there,it's over there. So one am I one of my all time favorites, for sure. Yeah, yeah, and so his book is really good. Is that when people come to your website they're looking for answers to fivequestions and if you can answer those five questions you can bring them a longway through the buyers journey. So I talked to to the client and Isaid, okay, if you think about that, rather than doing emails thatyou're just going to keep, you know, racking up minimum charge, can youthink about what the question they're asking put them into, you know,a format that you could put on a landing page and here's this book,this is what people typically want to know, and he's like, oh, that'sa great idea, I could do that. So when you're thinking aboutyour buyers journey, you've got to give them the information to bring them asfar along the buyers journey as you can. Some people can sell all the waythrough the journey and then you can use translation. Okay, you alsohave to think about the after sales service. So if you have a you usermanual support, what kind of information they are? Do you not wantto forget, because that's all part of the customer experience that helps you grow. Okay. Some people have something that you would have to a product thatyou would have to have a conversation about, and there's different ways to do this. One is telephone interpreting. It's really easy. You you pay perminute, there's no monthly charges, there's no sign up charges. You justcall a number, you get an operator. You say I need a German interpreteron the line. Within twenty seconds you've got somebody to help facilitate thecall. Then you can have the conversation back and forth for what you need. Okay, say you need a little bit more than that, you cango to a video interpreter where you call up, you'd say I'm having ayou know, a sales discussion or a customer discussion this day, this time. Twenty four hours a day, seven days a week, you get aninterpreter on the zoom or video call with you to help the facilitate the conversation. Now and a lot of countries you facetoface meetings are really important, soyou can hire a live interpreter that can come in and facilitate it. Andwhen we're assigning an interpreter to go out on a facetoface, we're looking tomake sure that they're fully bilingual in both...

...languages, they have interpreter training andthey're familiar with the subject matter, so they've got some sort of background init and then also will provide any advanced information because they want to be good, so they're going to read up on anything before they go into an assignmentso they can be ready for it. And it's all confidential. All theinterpreters know that everything that they interpret is is confidential. So throughout the wholeprocess of communications we're making sure of that. That's really cool. Yeah, Imean, maybe I'm just naives just because I've done I haven't done muchinternational business byself and when I have it's been with, you know, peoplewho could also speak English and as a second language, which was just helpful. But it's great to hear that there are tools like this that are soreadily available now, and Ge's even the fact you could have somebody jump ona zoom call with you and then that way you can still see the seeyour future customers face and and their facial expressions, which I think is justso important. So the next best thing you can do when you can't bein a room with somebody physically? I think so. And you brought upsomething really interesting, which is most people you've done international business with speak English, and a lot of people have this feeling that, oh, English isthe global language, I don't need to translate, and there are all kindsof statistics that show this isn't true. Even if somebody's bilingual. Seventy twopercent of the consumers are going to spend more time on websites that are intheir native language, and about three quarters of them are more willing to buyif they have information in their own language. And this is this is bilingual people, and over half of them will spend more money if they can buyin their own language. So, even though you think somebody speaks English,you know you're going to get more business by investing a little bit in translation. So oftentimes that's what I'm talking about is look at the Roi on yourtranslation rather than looking at it as a cost, because the benefit is huge. Yeah, I imagine that it's not just because it's easier for that person, but it also demonstrates that you, as the the you know, thecompany selling the product or solution provider, are actually committed to doing business with, you know, people in that country or who speak that language, becauseyou've actually taken the time to understand, you know, to make it easyfor them, like it would. It seems like it would be a naturalconfidence builder that, okay, this company understands how to work with people fromwherever I'm from. Right, yes, yes, and that's what a websiteis, that's what a storefront is, that is what you know, youwant your employees to make everybody feel comfortable and welcoming when they come to yourplace. So you think about, you know, the words, the language, and also the visuals and the colors and the references, and that's,you know, what a human translators going to help you with. We didn'ttalk about Google translate too much of you.

I was gonna go there. Iwas gonna go there next. As I say, all right, Wendy, let's let's hear your riff about Google translate. What's wrong with that?It seems fine to me. And if you hop into a taxi and you'retrying to figure out how to say something, but don't use it for your businessnegotiations. I mean just yesterday when I was interviewing Andy Correllis from Sido, who you know his his episode launches in January and if you have anyinterest in doing global business and want to know about the resources, you gotto look at the global marketing show's everywhere and look for the one with AndyCorrella's Ka rel as. He's full of information. But he told a funstory, not so fun, but a story about people who were international,and so I was like, Oh, I don't need an interpret I gotgoogle translate. And so he puts it in and he says something to thepeople whichever country he was in and it ended up being offensive and square wordsand the people walked off. And so if you've got a potential business associatethat you're going to do something with it you offend them, that can takeyears to redevelop. So just be really, really really careful and don't use itfor any of your marketing stuff. If our translators get something in andit's been done in Google translating, somebody will think they're being smart. I'lljust do it in Google translate and ask for edit. Our translators spit itback so quick and say look, it's going to be easier for me todo a fresh translation than to edit this. So I got lists of words thatdon't have a translation and have something funny. You know, it's funny. I just finished reading. This is outside of my business world, butand this is a book from probably twenty five years ago, out of fear. You ever read the Poison Wood Bible by Barbara Kings Soliver? It waslike the name of that book, the poison would Bible will. It wasabout a family that went to the Congo on a mission, and just ina very naive way and a sort of a religious mission, and and thefather, who was a preacher, he would he was trying to say,you know, Jesus is precious or something like this, and what it was. And the word precious had the same meaning as poison would, which isa plant that was like, you know, worse than poison ivy or whatever inthis region. And so it was sort of a an metaphor for theentire book of you know, they thought they could go into this country andand change change the ways and and show them the light and and so Iit just kind of reminded me of that, because it's you have to you know, it's not just about the word right, it's about like the everythingthat surrounds that culturally and how people are going to receive it and they're goingto they're going to speak differently here versus they're so yeah, yes, she'san awesome writer and I remember the book, but I don't think I've ever readit. So I just wrote it down. I'm going to have togo read it. Read it. It's a good one. If you're lookingfor a good it's long, but it's a good one. So I likelong one. So yeah, totally, it's good if it's good. Yeah, all right. Well, back back...

...on track. Here's I was kindof curious to hear a little bit about like you'll say you've committed to I'llstay in the same example, you entered the German market or or something likethat, and you're starting to have a little success. Like how do youthen scale that, you know, in terms of process and strategy to startentering other markets. Like is there an economies of scale in a sense,like you're kind of starting over. Imagine if you're going to go to Germanyand then you're gonna go to China. Right, it's like completely different languagewise and and culture wise. But is are there economies of scale once you'vesort of figured out how to do international business one place? Absolutely absolutely so. You know, let me I'm going to stick to global marketing because it'sone area that I can really talk to. But before I go into that,let me talk about like generally entering a new market. So if yougo into Germany, all of a sudden you're in the EU and you cando business of any of the country in any other countries except for the UKnow, so it expands a lot. Okay, so if you start outwith your state representative, they're going to be able to help you with bankinginco terms. You know whether you have to get a see mark, youknow any legal considerations that you're going to have, and so you're kind ofyou're going to there's a check actually there's a really good checklist that's put outby soft land partners that goes through the different functional groups. I can getyou a copy of that to put in the show notes if you'd like,and so that that's a preliminary place to start with that checklist. Okay.Now with global marketing. Let me break that down a little bit more.So, if you if you've heard of the hub spot flywheel, you've gotattract, engage, in delight, and what I like about this is youknow, you have to think about material, about how you're going to attract inthe German. You know you have this in English, whether you knowit or not. Then you've got to engage them. How are they goingthrough your sales process? How are you on boarding them, and then howare you delighting them as a customer? So if you take those three areasand take them out of the fly wheel but put them into a chart,underneath them, there's certain kinds of content that people are looking for in eachof the stages. Okay, so now you can go back and you cansay, what do we have in each of those three stages and what works? Then you take what works from that and you translate that. Okay,so you make sure you have content in each of the three areas. Soonce you've figured that out up for Germany, then you've already done the work andset up a process of how to do it across the other countries.And that's the same thing for all the other functional areas that you have tothink about. And a huge secret it's the people that are in international tradeare extremely well connected. No people on specialize and stuff. I mean,if you get to the point where you have to hire employees, I knowcompanies that have, you know, they're...

...set up like a PEO professional employerorganizations. So you hire them, but they're the employer of record. There'sembassies that are there that can help you with stuff. There's the gold key, Gold key program that had can help take you over and make introductions.So there's all different there's people that can help you find a distributor in country. So want you tap into this market and figure it out for one countryyou've, you know, just keep a list of all the things that youhad to think about it and then you just go to the next country andyou've got people that are in global trade that are going to introduce you intothe other areas. So and you know, ironically, I see people that havehad early exposure to other languages and cultures are the ones that are lessintimidated about getting into global trade. Yet the people that I've talked to thatdidn't have that experience, the the resounding record I'm hearing is that as longas you stay curious, you okay, you know, and not trying toforce your way, but stick curious about people, you can be very successful. I think there's a lot of good stuff in there and it's just anargument for just get started, in my opinion, you know, like startsomewhere. It's sounds overwhelming because you could do business and probably two hundred differentcountries, but pick one where there's a reason to believe that you could besuccessful their. Figure it out, just one step at a time, rightand then, and then you can learn from that and start to formulate andif recipes the right word, but you know, you there are some efficiencies. I'm sure that you can, as you've described, that you can then, you know, translate over to other countries. Yeah, it's so funnythat you say just started, because when I was talking to Andy Correllis ofSid Oh, his message was just jump in, just jump then find thatfirst connection that can can open the door and talk to you about it.You know my book I wrote, the language of global marketing, takes throughfrom chapter one is what's the opportunity and how do you think about strategy andwhere are the resources? So that's a good step. One for listening toAndy Correllis has podcast went launches in January. Or reach out to me. I'mhappy to you know, give introductions in or you know, I've gotpeople all over the world. I'm connected with that that help people to getinto global trade. Great. Well, when do you although you know wefocus mostly on marketing from the sense, you know, in the sense ofacquiring customers internationally and different speaking different languages. One thing I want to ask youabout, just because it's so relevant to this audience right now, thefigure, you may have some opinions about it, is, you know,right now hiring people, great people, but even just people, is sucha challenge across the board and especially in the manufacturing sector. And I justdid a little google search yesterday was I was prepping for this episode, justto see. I'm like, what percentage of the US population you're even justright here even is maybe Spanish speaking first,...

...and the number I got was likeforty million to I think it was like thirteen percent of the population orsomething like that is Spanish is the first language, and that's obviously only growing, and so I think that's sort of a microcosm of this. But like, how do you take the things that you're trying to do in terms ofmarketing into other countries that speak different languages and and apply some of those samestrategies to attracting people right here at home? Oh my gosh, show that.It is such an excellent question. I'm so glad you brought this topicup. The United States has the second largest Spanish speaking population in a countryin the whole world. Is that right? I would not have guessed that.Honestly, yes, Mexico is number one, the US is number two, and then you talk about Spain and Bolivia, Ecuador and Nick Adagua.Are Any of those other countries? They're smaller. So you can start exportingor selling to a global market. You know, are multilingual market, Ishould say, right here in the United States. The potential is huge andI get such a kick out of watching the Olympics in particular because you know, it's similar programming and I'll flip between the English speaking TV and Spanish TVand waiting for the commercials, because then I watch them they're the same companies. You've got fast food, you've got cars, you've got insurance, you'vegot home goods, you've got cleaning supplies. They're all the same products and they'vejust adapted their advertising to the market. The reason that we're seeing this moreand more is most of the immigrants that come into the US are legal. So most of the press is about the illegal immigrants and you're going tohave pockets down along the border where the statistics may be off, but inthe US most of them are legal immigrants. And years ago, when people immigratedinto the United States, they wanted to merge into the society as quicklyas possible, learn English push their culture away. We called it the meltingpot. Well, now people that are in immigration call it more of amixed salad. People are coming in and they're saying no, people want tokeep their flavors and their textures and their colors and it makes for a muchmore lively consumption. You know, for us, think about all the food, the tie, the Chinese, the pizza. Well, I guess pizza, I don't know. That might be very American, Italian food and Indianfood and all the different foods that we get and words and languages and songsand so people come in and they're keeping their language and culture. They're notpushing it away, and you can see it with Russian mask maschool and SaturdayChinese school and the bilingual schools that are coming up, the international education.So if you look at what you're selling and who could buy it, ifyou manufacture something for lawn care companies or painting companies or home services or aanything like that, these are, you...

...know, simple examples. I'm comingoff the top of my head. You know, market in Spanish, marketin Portuguese, depending on where you're located, and you can pick up a lot. Even if you have a you know, you're a restaurant supplier,have the restaurants hang a flag of the local community of immigrants or put asign that says welcome up the multiple languages and they are going to save theirtheir business go up. Yeah, it makes sense and I think you know, just thinking that way is it's going to help you on, you know, even domestically, under the customer acquisition front as well as the hiring front. You know, it's hiring. Yeah, yeah, that's huge. The manufacturersthat I know, there's so many of them, that are struggling tohire. The ones that I know that are fully employed are the ones thathave figured out how to attract non English speakers, engage them and then makethem feel included, so they're part of the company and it's a huge advantage. We've got people here in the US that come in as refugees and theywere engineers and school teachers and very educated back in their home country, butbecause they can't speak English, they're they're limited to fast food or housekeeping.I mean I know of doctors that are housekeepers. But the manufacturers can bringthem in, give them a real job, offer opportunity for advancement and then stayat full employment and be very productive. And there's specific ways to do this. Not You know, you got a good engineer, they may nothave language skills and so, but if they've got the brain that they cando engineering, then they can work on the manufacturing floor and they can probablyteach a lot of things. So there's so many little tricks of how tomanage non English speakers without making English mandatory. For sure. You know, I'vehad so many people on this show address the the labor shortage in thechallenges related to that from, you know, provide ideas from their perspectives. Youknow, how do you get more involved in the schools? How doyou tap into, you know, parts of the Popular Women in General?Like to get more women into manufacturing. How do you tap into the AfricanAmerican population that is very underrepresented in manufacturing? I think thinking about how do youtap into the Spanish speaking population is another great way to look at it. That maybe is just feels intimidating or companies just having thought about out it. But I mean, Geez, thirteen percent of our populations for Spanish speaking. First, like that's there's there's probably, you know, not only business therebut you know, a lot of really great potential members of the workforcethat just aren't really being you know, recruited right. And then you thinkabout where you're located, because it's not just Spanish. I mean Boston Centerlist is a company in just north of Boston and they have focused on hiringnon English speakers and they say they've got...

...some of their best workers. Andso they hang a flag up of all the countries that are represented on theshop floor and they I don't know, between twelve and twenty flags and theyspeak different languages and they do certain things. So I wrote a whole case studyup about him because I just thought it was such a good example.So I'll share a copy with that. It's on our website. We've gottons of information on there, but I'll share that one with the show notesand then if you're in manufacturing and want to learn some of the best practices, you can grab that and read it. Possible. When do you really goodconversation hears anything you'd like to add that I haven't asked you about?I think one thing. If you're interested about learning and languages and cultures,I'm all over social medium posting stuff as I come across them. So Iwas talking about all but Google translate. Words that don't have a direct translationI can talk about. I talk about the mistakes. So you can followme when DP's Pea Se on Linkedin, twitter, facebook. It's as someoneinstagram now, but Linkedin is where I'm very active and you can always reachout to me and connect with me and I'm happy to answer any questions.But you know, like Andy Corrella says, it's just just jump in. Yeah, it's just another language. People still recognize the global smile and stillwant the same things. They want safety for their family when they want tohave a productive lifestyle, they want to have a decent job and around theworld people want to buy American goods. That's really good reputation. Yeah,that's a great point. When do you have about your book, your podcast? Where can people learn more about that and as well as report in ournational okay, so I love linked tree. Are you familiar with linked free?Yes, actually, I think I think we have a page. Idon't think we really made use of it very well, but you can.I would be happy to share that in the show notes or tell our listenerswhat you're even talking about. Maybe. Yeah, so linked tree is aplace where you can put all your links to everything. So if you goto my linked tree, it's l Im Ktr dot ee and then you searchfor Wendyps, you'll find my link tree and you can find a couple freechapters of the book. You can find the link to Amazon to buy thebook, you can find whichever social media platform you're more interested in. Youcan find a link to our website, which can go to your our learningcenter, we you can search for anything on global communications. So that's that'sa good way to find everything. But if you get to my linkedin WendyP's, you can also try to trace back to everything. They're awesome.That sounds good. Yeah, on our website is rough or translations are aPPO art. Translationscom perfect. When do you thanks for doing this. Mypleasure. I really enjoy you have some really good questions. Joe and and, I hope, any of any of the manufacturers or industrial marketing people thatare listening. I hope. I hope it opens your eyes to some newopportunities. I'm sure it will. I...

...think you you've got a great perspectiveon it and some deep experience and expertise. Great Conversation. Love This Day.Thank you very much. Well, I will let you go, Wendy, and as for the rest of you, I hope to catch you on thenext episode of the Manufacturing Executive. You've been listening to the manufacturing executivepodcast. To ensure that you never miss an episode, subscribe to the showin your favorite podcast player. If you'd like to learn more about industrial marketingand sales strategy. You'll find an ever expanding collection of articles, videos,guides and tools specifically for bdb manufacturers at Gorilla Seventy sixcom learn thank you somuch for listening. Until next time.

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