Export message gets through at PSI Global
Nov 27 2007 by Peter McCusker, The Journal
A COMPANY is taking its export drive to a new level by enrolling almost all its 70 staff on foreign language courses.
Machine parts maker PSI Global believes it is not just its overseas sales team who need to communicate in another country’s mother tongue.
Now the dispatch staff and shopfloor workers at its Durham factory are also being taught French, German and Italian.
Managing director Sue Hunter has led by example and believes the classes are an “excellent way to broaden cultural horizons across the whole company, not just the front-line sales staff”.
“Not only are we learning new language skills, but we have also covered business culture and etiquette too, ensuring we’re all more aware of the world beyond Bowburn. Exports account for more than 60% of our sales, so this is all extremely relevant to our business.
“In the future, we’re looking at ways of expanding the language programme further, so that every single employee feels more connected with our overseas customers.”
The classes have been provided by Bishop Auckland College with support and funding from Business Link. More than 20% of the company’s 70 employees have so far taken part.
Initially planned as just a 10-week introduction, the language classes have proved so popular that a second course is now running, with more people participating.
Customer service manager Jane Shuttleworth said: “It’s not unusual to hear the dispatch manager greeting an engineer at the coffee machine in German. Customers have commented on how much they appreciate our linguistic efforts, even if they speak fluent English themselves. It certainly makes a big difference to business relations.”
PSI Global is a privately owned company, based on South Industrial Estate in Bowburn.
It has sales offices in Europe, North America and Asia, as well as distribution centres in the UK, USA and Malaysia.
It manufactures filtration and separation products in the compressed air and vacuum industries and holds more than 75 patents.
European sales manager Ian Davis said: “I travel to Italy quite a lot and although I still have to conduct serious business negotiations in English, I’ve been able to practise the Italian I’ve learned and at least I’m able to order my own dinner now.”
