KEY POINTS:
New Zealand's business culture is high in human values but lacks business acumen, according to the perceptions of some of our key trading partners.
Surveys conducted by New Zealand Trade and Enterprise in the US, UK, China, Japan and Australia over the last two years show most of
those interviewed were keen to do business with New Zealand companies but all bar the Australians thought Kiwis needed to become more business savvy.
The US and UK respondents believed there was a "lack of hunger" among Kiwi businesses and were also critical of New Zealand's lack of self-investment and self-deprecating nature.
Asian respondents believed there was a reluctance on the part of New Zealanders who they said seemed unaware of the importance of long term relationships. A perceived lack of interest and minimal market knowledge also left some wondering how serious Kiwis were about doing business in Japan and China.
"I like to co-operate with those who have a real interest in China, have long term and detailed business plans and goals, and come to China to understand and interpret us and our consumers more. I don't like those who do not have much thoughts put into the Chinese market," a Chinese respondent said.
New Zealand Trade and Enterprise CEO Tim Gibson said the findings were not a surprise but should provide a clear message to New Zealand businesses.
"We have to be careful in these surveys because we have some New Zealand companies which are very good at operating internationally. But what I think the surveys show is that New Zealanders are very laid back which is all very agreeable when it comes to making contacts but there is a view that we are too laid back and we undersell ourselves."
Gibson said it seemed Kiwis were too quick to ask the buyer to name a price when selling a product or service rather than being proud of what we have on offer and driving a hard bargain for it. There also appeared to be a theme of lack of professionalism.
Gibson said there was a fine line between retaining the laid-back values that are part of New Zealand's way of life and becoming more competitive but he believed New Zealand businesses could do both.
"People have to realise it is a competitive market and we have nothing to be ashamed of," Gibson said.
There needed to be a greater focus on presentation, pricing and inquiry follow-up, he added.