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Bison Bede

County Durham Stairlift company Bison Bede is going up and up in the world market - and it's all down to speaking its customers languages.

In August 2004, Bison Bede was bought out by its directors, who immediately established a five-year business plan. Their principle target was to increase the present £16 million turnover to £30 million by 2008. And they saw the key to this was communication.

In recognition of the potential in breaking down language barriers, the Consett-based stairlift company has taken the bull by the horns, firmly believing that to target such business it is vital to talk to the customer in their own language.

With the launch of two new stairlifts, directors now have their eyes on foreign markets, and so the company has made its website and literature as accessible as possible for potential overseas clients.

Going up in the world market... Nancy Trenerry (Personnel Officer) and Graham Chapman (Export Manager) of Bison Bede

In January 2004 Bison Bede took the simple step of translating its website into French and German. France is the company's largest overseas market, and so the step to provide French literature seemed obvious. Employees at the firm say that for its agents in the France, the website resource is absolutely invaluable. It means that their French counterparts can do anything from ordering spare parts to consulting online guides.

But now company directors are looking further afield. They want to improve the quality of their technical manuals and documentation and so they have set in motion a rolling programme of translation, which is set to see at least eight different languages. Not only will the website be multilingual, but all the company's documents, literature and manufacturing and customer information packs too.

Italian, Spanish, Dutch, Danish and Swedish make up the next round of languages, as Bison has markets in all these countries. However, as well as using language to reach its existing clientele, the company is aiming to break into new markets and plans on developing a new customer base in Norway. Bison Bede Managing Director, Steve Dickinson, says: "We want the company's sales function to be as efficient as possible and targeting customers in their own language is the ideal solution."

Not only will Bison Bede generate new custom, but the company forecasts the current 111-strong workforce will have expand to cope with the extra business, which is more good news for the regional economy.

Bison Bede has come a long way from the husband-and-wife team who established the company more than 20 years ago. A multinational player in prominent European countries, as well as American, Canadian and Australian markets, Bison Bede now plans to go north in Europe. Having recognised the enormous potential of taking the simple step to translate company literature into a number of languages, Bison Bede has opened up a whole new range of opportunities. Already reaping the benefits and having started soaring, the company has no intention of looking back.

Zélie Guérin, Manager of the Regional Language Network North East, said: "Bison Bede provides a marvellous example for other companies of how investing in a comprehensive international communication strategy can reap real dividends."