Europe Bound: Expand Prospecting in the EU
The time is right to expand your prospecting efforts in the EU
Traps await the unwary. For example, in the U.K. apparel market, pants are something you wear underneath trousers, and suspenders are something women use to hold up their stockings. The lesson: Carefully craft your catalog creative.
Germany, France and Britain are the largest catalog markets in Europe, and so generally are the first targets for many American catalogers. This does, of course, require translating your copy into three languages and formulating your prices into two currencies. (For now, the United Kingdom remains faithful to its pound sterling, while Germany and France have leapt wholeheartedly into Euro adoption.)
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