Russian Spoken Here

Use Russian Not English.
The clients you’re seeking--high-level executives and government officials are not likely to enjoy fluency with foreign languages. In the major cities companies may have or may not have fluent English speakers on staff; however, in many cases, especially in the provinces, a company’s foreign language-speaking employee’s speaking ability can be questionable.

Non-Russian National Languages?
Well, this depends on the country. To express your respect for local cultures, it’s fine to send a friendly card in, let’s say, the Kazakh language--if you are doing business in Kazakhstan. Bear in mind, though, that, as a general rule, business correspondence throughout the Russia/CIS countries is conducted in Russian. -- Translation services are certainly available for Russian, Ukrainian, Kazakh and the other national languages of the CIS states. But nonetheless, the official use of non-Russian national languages are rather new to these countries arising from the ashes of the former Soviet Union. As Westerners, you should know that these national languages were artificially grafted into these new CIS nations by their governments. It’s rather like the situation in Ireland where anyone wanting to pass the civil service examination to pursue a government career has to have a reading knowledge of Gaelic. But as anyone who has traveled to Ireland well knows, most Irishmen speak English as their first language—not Gaelic.

Why Use Russian If Your Business Interests Take You To Azerbaijan or Ukraine?
It is a fact that the Russian language remains the lingua franca for all Russia/CIS countries. Russian is the common language in which business is conducted throughout Russia/CIS. Here’s an example: many people living in the eastern part Ukraine aren’t able to understand technical Ukrainian in written form. However, everyone born and raised in the former USSR speaks and understands the Russian language as their first language— including technical Russian.

Adapt Your Sales Pitch

Your company materials should not just be translated. That’s the easy part. PlanetInform strongly advise you to be sure to adapt them to the local market within Russia/CIS.

When you are designing a business proposal or sales pitch, please take into account that this Russia/CIS market is quite different from what is customary in the West. Without developing sensitivity to their cultural ways, your prospective clients--the people of Russia/CIS will not understand your business pitch.

Appropriate Pricing

Be sure your prices are compatible with the local market.

When you are designing a business proposal or sales pitch, please take into account that this Russia/CIS market is quite different from what is customary in the West. Without developing sensitivity to their cultural ways, your prospective clients--the people of Russia/CIS will not understand your business pitch.

People are sensitive about how they are addressed.

People in Russia/CIS countries, especially those who are older (often working in manufacturing, construction and other heavy industries) are uncomfortable with strangers using just their first name in business and professional correspondence.

If you address someone you don’t know in a letter by his or her first name (e.g. “Dear Petr” or “Dear Sophia”), your letter is likely to be considered spam or junk mail. If you don’t know the patronymic of the individual you are addressing, it’s wise to write, for example, “Gospodin Romanov” meaning Mr. Romanov (or “Gozpozha Romanova” meaning Ms. Romanova).

LABEL for an envelope
TO: Romanov Petr Alexeevich
or
TO: Romanova Nataliya Kirillovna
Patronymics are used in addressing a person

LETTER
"Dear Petr Alexeevich"
Patronymics are used in the text of the letter

These are your prime customers by group:

Food wholesalers.

Bakery manufacturers.

Large food retailers.

Develop a strong knowledge of reasons when your products will appeal most to your to client groups.

The peak time in Russia/CIS when manufacturers use and retailers sell the most bakery products and food colors are between the middle of December and the end of spring: this period consists of major local holidays (New Year, Orthodox Christmas, Men’s Day, Women’s Day, Easter).

The season for wholesale distribution of products to customers – manufacturers, retailers (including religious stores) – peak in autumn – which is the second part of October & November.

Send Letters 3-4 Times

When buying leads, be sure to send letters 3-4 times to local customers.
- Each time wait 1-1,5 month for results.
- Then correct your concept and materials.
- Send again.
- Don’t be disappointed when your first Direct Mailing campaign may only attract just 5% from your calls and just 2% in real purchasing of your products. This is simply a normal result: Russia/CIS customers are not quick in MAKING decisions. But you can build step by step your Russia/CIS clients.

Make Phone Calls

Make phone calls during the week after your letter is received by your potential customer. In doing so, you’ll make better contact, and assess the reaction to your business solicitation. Ultimately, you’ll gain a clear picture of your customers’ wishes.

Our telemarketing service based in Moscow and other Russia/CIS regions are available should you need it.

If they call you once but then don’t call again - call them again and ask for any clarification and if there might be something else you can do for them. If you sense some interest – focus on your potential client’s main needs and concerns to remake your sales packet before sending to them. In a few days, make a friendly follow-up call.

Maintain lively contacts with your existing and most promising clients with friendly monthly phone calls, holiday cards, etc. These gestures matter very much in Russia/CIS countries.

Face-to-face contact is highly valued in Russia/CIS.

Do your best to personalize your relations with your partners & clients.

Congratulate your client on a holiday with a warm letter along with an offer of a special discount in honor of the holiday.

Although it’s necessary to be formal in all business correspondence, try to be more informal and express warmth in the cards you send to business partners.