By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B国际中国

The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. 问题是如何向市场和销售的公司，总部设在中国是一个不断的在辩论是由外国公司寻求利润的巨大潜力的国家。 Views expressed by businesspeople claiming to know the secret of success in China vary wildly, from those (generally newcomers) who say that marketing and selling in China is ‘just like home’ through to those (usually those with at least a couple of years’ experience in China) who exaggerate the unique nature of Chinese business and Chinese people to such an extent that selling in China sounds like an impossibility. 所表达的意见，商人自称知道成功的秘诀在中国有所不同，疯狂，从这些（通常是新人）谁说，营销和销售在中国是'就像回家' ，通过这些（通常是那些有至少两三年'经验在中国）谁夸大的独特性质，中国企业和中国人民对这样一个程度，出售在中国听起来像一个不可能的事。 The reality is that these two positions are both equally crass and incorrect – there is no reason why a Western company with a flexible, patient and ‘listening’ approach to marketing and sales should not succeed in the Chinese market. 现实情况是，这两种立场都是同样crass和不正确-是没有理由西方公司与一个灵活，耐心和'听'的办法，以市场营销和销售，应该是不会得逞的中国市场。

This paper is based on a survey of Chinese business opinion in the two key cities of Beijing and Shanghai.这个文件是根据一项调查，中国企业的意见，在这两个重点城市的北京和上海。 Our aim is to dispel some of the myths propagated about Chinese business, and explore the reasons behind both successful and unsuccessful marketing and sales approaches in China.我们的目的是要消除一些神话所宣扬的对中国的业务，并探讨背后的原因都成功和不成功的市场营销和销售的办法在中国。 We do not seek to provide definitive ‘one size fits all’ answers to companies looking to establish or increase their presence in China; rather to put forward some general guidelines for companies from outside China to bear in mind.我们不设法提供明确的'人人都适合一种尺寸的回答公司寻找建立或增加其在中国的，而是要提出一些一般准则，公司从中国以外，以铭记在心。

Chinese Attitudes Towards Marketing And Sales中国的态度对待营销和销售

It is worth mentioning straight away that the principle of ‘marketing’ in business-to-business markets is less widely recognised in China than in more mature markets.这是值得一提的直线距离这一原则的'营销'在商业对商业市场的不足广泛认同在中国比在比较成熟的市场。 Commonly, marketing is viewed as a service department for the sales department, its role sometimes seen as little more than taking care of the company logo and brochures.常见的，营销被看作是服务部门的销售部门，其作用有时被视为多一点照顾，该公司标识和小册子。 In short, marketing is defined by many in Chinese businesses as consisting of only the ‘promotion’ element of the 4 Ps.在短期内，市场营销的定义是由许多在中国的企业作为构成的，只有'推广'的元素4的PS 。 ‘Product’ is the job of engineers, ‘price’ the job of salesforces and ‘place’ the job of senior management. '产品'是工作的工程师， '价格'的工作salesforces和'地方'工作的高层管理人员。 At worst, marketing departments are derided as ‘Spending departments’, their apparently superficial output seen as a poor substitute for the relationships that are so important in a Chinese business environment.在最坏的，营销部门的嘲笑，作为消费部门，他们显然是肤浅的输出看作是一个贫穷的替代关系，即是如此重要，在一个中国的营商环境。

Figure 1 - The 4Ps of Marketing 图1 -4 ps营销

In contrast to some Western markets, the salesperson and more broadly the principle of selling are widely respected in China.相反，一些西方市场，该营业员和更广泛的原则，销售是广泛的尊重，在中国。 Two issues perhaps lie at the core of this fact – firstly the entrepreneurial spirit of the Chinese people, and secondly the importance placed on relationships in business decision making.这两个问题或许在于处于核心地位这一事实-第一创业精神的中国人民，其次是重视的关系，在业务决策。 A good salesman must be adept at forging not only relationships, but also friendships with potential customers.一个好的推销员，必须善于开拓，不仅关系，而且还友谊，与潜在客户。 This makes a good salesman respected almost by definition, and also implies a long sales process, with all of the on-the-ground presence, learning and patience that this involves.这使得一个好的推销员，尊重几乎定义，也意味着一个长期的销售过程中，与所有的关于- -地面的存在，学习和耐心，这涉及。

How Do Chinese Companies Want To Be Targeted?如何做中国公司要成为目标？

Before considering how well or otherwise Western companies are targeting potential Chinese customers, it is worth assessing Chinese companies’ preferred means of being targeted by potential suppliers.然后才考虑如何，以及或其他西方国家的公司的目标是潜在的中国客户，这是值得评估中国公司的首选手段，针对潜在的供应商。 As in any market, the answer to this question is that a wide range of marketing and sales techniques can work, and that usually a combination of different methods is necessary.正如在任何市场，这个问题的答案，这是一个广泛的市场营销和销售技巧可以工作，并且通常是结合不同的方法是必要的。 Nevertheless, it is informative to look at the general view of the Chinese business community (see Figure 2 below).不过，这是翔实的研究普遍认为，中国商业界（见图2下文） 。

Figure 2 - Communicating With Chinese Clients 图2 -沟通的中国客户

Conferences and exhibitions 会议及展览
In many Western markets, conferences and exhibitions are derided as a waste of time and money; in Asia and particularly China, nothing could be further from the truth.在许多西方市场，会议及展览是讥讽为是浪费时间和金钱;在亚洲尤其是中国，没有什么可以进一步从真相。 Whatever the business and whoever the target audience may be, attendance at exhibitions, conferences and similar events is likely to be essential for any company wishing to achieve substantial or sustained success in China.无论谁的业务和目标受众的可能，出席展览，会议和其他类似活动，很可能是至关重要的，任何公司希望取得实质性或持续在中国取得成功。

Such events are an excellent way of making initial contact, and can also be a good means of moving a potential sales relationship forward relatively quickly.这类事件是一个很好的方式作初步接触，也可以是一个很好的手段，提出一个潜在的销售关系，提出相对迅速。 They are a means of gaining trust, and are an opportunity for the target market to compare local and international offerings, establishing the supplier as ‘open’.他们是一种手段，取得信任，是一个机会，让目标市场比较本地及国际的产品，建立供应商作为『开放』 。 The events are an opportunity for potential customers to ask questions, and have the advantage of establishing the face-to-face contact on which Chinese buyers place so much value.事件是一个机会，潜在客户询问问题，并有其优点，建立面对面的接触，其中中国买家的地方，这么多的价值。 And of critical importance, they help persuade buyers that companies are committed to the local market, by virtue of the fact that they have physically devoted the time and expense to be there.和至关重要的，他们帮助说服买家公司致力于本地市场，凭借事实，即他们有身心投入的时间和费用必须有。

All big cities have conference and exhibition centres (Beijing has three, for example) and details of their events can be found simply by contacting the centres directly or looking at their websites.所有的大城市有会议及展览中心（北京有三个，例如）和细节，它们的活动可以发现，根本联络中心，直接或看他们的网站。 Increasingly, the larger exhibitions and venues publish their programmes in English.越来越多，规模较大的展览场地和公布其方案，在英语。 A good option for Western companies is the ‘Events Eye’ website, which gives details of Chinese exhibitions across industries and cities, and can be found on一个好的选择，为西方国家的公司是'事件眼'的网站，详细介绍了中国展览，全国工业和城市，可以找到 www.eventseye.com/fairs/event_l41.html (see Figure 3 below). （见下面图3 ） 。

Figure 3 - 图3 - www.eventseye.com www.eventseye.com (China section) （中国段）

The size and scale of many Chinese trade fairs is staggering; for example the Canton Trade Fair in Guangzhou takes place twice a year and boasts over 5,000 exhibitors (see规模和范围的，许多中国贸易展览会是惊人的;为例，广东经贸洽谈会在广州举行，每年两次，并拥有超过5000参展商（见 www.cantonfair.org.cn ). ） 。

Email 电子邮件
Email is obviously important in any market as a means of communication, and its importance continues to increase in China as online bandwidth and affordability improve, and as Chinese business becomes more international.电子邮件显然是重要的在任何市场作为一种手段，通信，其重要性不断增加在中国的在线带宽和负担能力提高，作为中国的业务变得更加国际化。 The role of email in the sales process is particularly important at the introduction stage – Chinese buyers tend to react positively to a well-structured, personalised email as a prelude to a more detailed face-to-face discussion.的角色，电子邮件，在销售过程中是特别重要的在引进阶段-中国买家往往作出积极的反应，以一个结构良好的，个性化电子邮件作为一个前奏，更详细的面对面的讨论。 Such an email should be accompanied by a soft copy brochure that gives general information on the supplier’s offering.这样的电子邮件，应附上一份软复本的小册子，让一般资料对供应商的提供。 As discussed below, however, it is usually essential to make a call to the target company before sending company details through – ‘cold’, non-personalised messages are extremely unlikely to be taken seriously.正如下面所讨论的，不过，这通常是必不可少的，使打电话给目标公司，然后将公司的详细信息，通过-'冷战' ，非个人化的讯息是极不可能认真考虑。

Websites 网站
Clear company websites that convey a company’s ability to deal with Chinese customers are an excellent way of generating interest from Chinese businesses.清楚公司的网站，传达公司的能力来处理与中国的顾客是一个很好的方式产生的利益由中国企业。 It is worth noting here that the number of Chinese people currently learning English is greater than the number of people worldwide for whom English is a first language, and that the level of English amongst senior decision makers in Chinese companies is good, and improving dramatically.值得注意的是，这里有多少中国人目前学习英语的是更大的人数比全世界人民的人，英语是第一语言，并认为英语水平，其中高级决策者，在中国的公司是好的，显着改善。 Nevertheless, small, quick and low-cost actions such as translating company websites – or even just part of the website – will improve Chinese search engine rankings and make the company’s serious intentions clear.不过，小，快速，低成本的行动，例如翻译公司网站-或什至只是部分的网站-将提高中文搜索引擎排名，使该公司的严重意图明确。

Other than communication in Chinese, an excellent way of differentiating from much local competition is simply to have a well structured, navigable and informative website, which above all should make absolutely clear what your offering is.以外的其他沟通，在中国，一个很好的方式，区分从很多地方的竞争，只不过是有一个结构良好，通航和翔实的网站，上面所有应绝对清楚什么是您的提议。 It will be seen later in this paper that Chinese buyers – at the same time as using the Internet more than ever to find suppliers – are extremely critical of the standard of many Chinese companies’ websites, seeing them as badly designed, lacking in information and generally unprofessional.它可以看出，后来在这方面的文件，中国买家-在同一时间，作为使用互联网比以往任何时候更寻找供应商-是非常关键的标准，许多中国公司的网站，看到他们的作为严重的设计，缺乏在信息和一般专业。 An informative homepage is therefore an unmet need that Western companies are well placed to meet.一翔实的网页，因此，未得到满足的需求，西方公司是有利的位置，以满足。

Face-to-face meetings in the workplace 面对面的会议，在工作场所
Face-to-face meetings in the workplace are an essential step towards making a sale in most business markets.面对面的会议，在工作场所是一种重要的一步，作出了出售的最有利营商的市场。 Only when a face-to-face appointment is secured can it be assumed that the enquiry is a serious one.只有当一个面对面的任命是有担保可以假定，查询是一个严重的。 Chinese businesses vary in terms of where they want such a meeting to take place – sometimes they like to visit the supplier’s offices (if they have a local presence of course) to assess the size and nature of their operations.中国企业在不同的条款，他们想这样一个会议采取的地方-他们有时想访问供应商的办事处（如果他们有当地的存在，当然） ，以评估的规模和性质他们的行动。 But frequently a visit to the potential client is necessary, particularly in service markets where there is little ‘operation’ to look at.但经常访问的潜在客户是必要的，特别是在服务市场有小'行动'看看。 Generally speaking, obtaining an invitation to visit a potential client’s premises can be viewed as more ‘promising’ than having an invitation to visit your own premises accepted.一般来说，获得邀请他访问一个潜在客户的处所，可以被看作是更多的'光明'比一的邀请访问您自己的处所接受。 A visit to a potential client would tend to take place at a more advanced stage of negotiations, when the company has decided the supplier set-up is satisfactory in broad terms.访问一个潜在的客户，往往会发生在一个更先进阶段的谈判，当该公司已决定供应商的设立是令人满意的大体而言， 。

A willingness to try to speak at least basic Chinese is an excellent way of impressing and showing respect to a potential customer.愿意尝试发言，至少基本的中文是一个很好的方式，留下深刻印象，显示了尊重潜在客户。 However, English is increasingly spoken at high levels within Chinese businesses, and where this is not the case interpreters are routinely used.不过，英语是越来越多发言，在高层次的中国企业，而事实并非如此口译是经常使用的。 The ability to speak Chinese to a high level, whilst ideal, is not necessary.能力讲中文，以一个高层次，而理想，是没有必要的。

Phone calls 电话
Making phone calls to Chinese companies is an effective way of making an initial introduction, and above all in identifying the person within the target company who is most likely to be able to help.打电话到中国公司是一种有效方式，做出了初步的介绍，及以上所有在确定该人与目标公司谁是最有可能能够帮助。 So, it is recommended to call a target company before sending an email, for example, in order to ensure that company documentation is being sent to the right person, and that someone in the target company is waiting for the information.因此，建议要求的目标，公司之前，发送电子邮件，例如，为了确保该公司的文件发送到合适的人选，并有人在目标公司正在等待有关资料。 And of course it is perfectly acceptable for general ongoing conversation to take place over the telephone; albeit linguistic challenges often make email more viable (many Chinese people find it more difficult to speak English over the telephone than to read it).而且当然，这是完全可以接受的一般正在进行的会话发生超过电话;尽管语言上的挑战，往往使电子邮件更可行的（许多中国人找到更难以超过讲英语的电话比读） 。

Whilst the telephone is a valued means of communication during the sales process, its limitations should be recognised.虽然电话是一个有价值的通信手段，在销售过程中，它的局限性，应当确认。 In summary, it should be used for introductory and relatively low level discussions, such as arranging meetings or clarifying points from a meeting.总括而言，它应当用来介绍和比较低的水平的讨论，如安排会议或澄清点，从会议。 It is extremely unlikely that negotiations will be conducted or sales made over the phone, unless the contract is particularly small or there is already an established relationship with the customer.这是极不可能的谈判将会继续进行，或销售取得了电话，除非合同，尤其是小型或有已经是一个既定的关系，与客户。 To put it succinctly, cold-calling campaigns are very effective at establishing contacts and beginning a relationship, but utterly ineffective when it comes to negotiating or closing sales.把它简洁，冷，要求运动非常有效建立联系，并开始关系，但完全无效的，当谈到谈判或关闭，销售。

Sending details by post 发送详细资料邮寄
Whilst the postal service in China is relatively efficient, the growth in email and Internet use is such that it is increasingly acceptable, maybe even expected, for company literature and other details to be sent electronically.虽然邮政服务在中国是比较有效率，增长，电子邮件和互联网的使用是这样，这是可以接受的越来越多，甚至预期，为公司的文学和其他相关细节，以便发送电子。 Hard copy brochures and presentations are used widely, but these tend to be presented during one-to-one meetings.硬拷贝手册和演示文稿中广泛使用，但这些往往会期间提出一对一的会议。

Where literature is being sent on a wider scale (the main example being a direct marketing campaign) then the postal service is perfectly acceptable.凡文学正在发送对更广泛的规模（主要例如直接营销活动）的话，邮政服务，是完全可以接受的。 Indeed for non-personalised or mass communications, hard copy is usually more effective (assuming that good contact details have been obtained), as ‘junk’ emails are routinely deleted.事实上，非个人或大众传播，硬拷贝通常是更有效的（假设良好的接触细节已取得） ，作为'垃圾'的电子邮件通常删除。 Many businesses state that receiving good-quality company literature through the post is such a rare occurrence, that companies who succeed at doing it well do make an impact.许多企业的国家，接受良好的优质公司，文学通过后是这样一个难得的发生，公司谁成功的做法，以及作出的影响。 Western-style campaigns in particular tend to have impact, especially if the materials are bilingual.西方式的运动，特别是容易产生的影响，特别是如果材料都是双语写成的。 As with websites and other media, a successful campaign can depend on appearing both ‘Western’ (usually synonymous with good quality) and ‘Chinese’ (knowledgeable about China, and willing to adapt to Chinese requirements).作为与网站和其他媒体，一个成功的运动，可能要取决于双方出现的'西方' （通常的代名词，良好的质量）和'中国' （认识中国，并愿意以适应中国的要求） 。

Networking 网络
‘Networking’ and ‘relationships’ (or ‘guanxi’, often used as its rough Chinese translation) are terms that are widely used to describe ‘the way deals are done in China’. '网络'和'关系' （或'关' ，经常被用作其粗糙的中文译本）的条款，它们被广泛用来形容'的方式处理是在中国进行' 。 There is probably no area of doing business that is less understood by Westerners, and as a Westerner it would be wrong for the writer of this paper to try to offer a full explanation of exactly what guanxi entails.有可能是没有地区做生意的，就是少理解的西方人，作为一个西方人，将是错误的，为作家本文件的尝试提供了充分的解释，正是广西需要。 What is clear, however, is that there is a tendency (particularly amongst Western consultants offering market entry services to Western companies) to build the idea of ‘guanxi’ into something so large and mystical that Chinese markets become seen as mysterious, impenetrable universes that no outsider can ever hope to understand.什么是明确的，然而，就是有一种倾向， （尤其是西方顾问公司提供的市场准入服务，以西方国家的公司）建设的思想， '关'到的东西这么大的和神秘的说，中国市场成为被视为神秘，坚不可摧的宇宙说没有外人以往任何时候都希望可以理解。

It is perfectly true that relationships are important when doing business in China, probably to a greater degree than in Western countries.这是完全确实的关系是重要的，当在中国做生意的，大概要在更大程度比在西方国家。 It is also true that networking (particularly when this involves speaking to someone following a recommendation) can lead to relationships and in turn business.这也是事实网络（尤其是当涉及到有人在谈到以下的建议） ，可导致关系，并在转业务。 However, Chinese businesses – like businesses anywhere else – require products that meet their needs and suppliers that they can trust.但是，中国企业-企业一样，其他地方-需要的产品满足他们的需求和供应商，他们可以信任的人。 What Western companies sometimes have difficulty coming to terms with is the way in which this trust is gained, and the time it often takes to convince the customer that yours is the product or service that meets their needs.西方公司有时候有困难的来计算，是以何种方式，这是获得信任，和时间，往往需要说服客户，你是产品或服务，满足他们的需要。 The overriding piece of advice for Western companies would be to understand the importance of establishing relationships when targeting Chinese companies, and to be prepared for the patience that enables this.首要的奉劝，为西方国家的公司将了解的重要性，建立关系时，针对中国公司，并准备为耐心，使这一点。 However, networking and marketing should be seen as mutually complementary in China – one does not invalidate the other.然而，网络和营销应被看作是相辅相成，在中国-一个不作废。 Chinese companies are perfectly open to hearing about suppliers and solutions that can improve their businesses.中国公司是完全开放的听证会有关的供应商和解决方案，可以提高他们的业务。

In conclusion, therefore, a wide-ranging marketing and sales approach is required in China, with different activities complementing each other, and working at different times in different ways.在结论，因此，一项范围广泛的营销和销售的做法是要求在中国，与不同的活动，相辅相成，和工作在不同时间以不同的方式。 The table below summarises the main means of communication with Chinese companies, and the benefits and drawbacks of each.下面的表格总结了主要的通信手段，与中国公司，以及优点和缺点每个。

Figure 4 – Marketing And Sales Communications In China – Summary Of What To Use, And When 图4 -营销和销售通信在中国-总结什么使用，并当

Matthew Harrison, Director of 马修哈里森，主任 B2B International B2B的国际 and 和 B2B International China 中国的B2B国际 . 。 B2B International is a business-to-business agency headquartered in Manchester, UK.  The company has a subsidiary office – B2B International China – in Beijing and an American office in New York. B2B的国际公司是一家商业对商业的机构，总部设在曼彻斯特，英国，该公司有一个附属办事处-国际B 2B的中国-在北京和美国的办事处设在纽约。

This is the first part of the B2B international article Marketing and Selling to Chinese Businesses, next week we will publish the second part.这是第一部分的文章的B2B国际市场营销和销售给中国企业，下周我们将公布的第二部分。 Here这里 you can find the full article.你可以找到完整的文章。