1. Communication Style
1.1 Be Polite and Indirect
- Thai customers value respect and a non-confrontational approach.
- Avoid blunt or overly direct language, especially in negotiations.
- Instead of saying "This must be done now," say "Would it be possible to proceed with this soon?"
1.2 Maintain a Formal but Friendly Tone
- Address customers with "Khun" followed by their first name (e.g., "Khun Vichai").
- Emails should be professional but not overly rigid—warm, polite wording is appreciated.
1.3 Preferred Communication Channels
- Primary: Email is the main channel for formal communication and documentation.
- Secondary: LINE or WhatsApp can be used for quick, informal updates only if the customer initiates.
- Phone Calls: Use only for urgent matters or when emails remain unanswered for too long.
1.4 Following Up Without Being Annoying
- Thai customers dislike frequent, pushy follow-ups.
- If waiting for a response, allow one to two weeks before sending a gentle reminder.
- Instead of "Please update me ASAP," say "Just checking in if there’s any update on this matter."
2. Meeting Frequency and Approach
2.1 In-Person Meetings (1-2 Times a Year, When Necessary)
- Once a year is generally sufficient for relationship maintenance.
- Twice a year may be beneficial for key accounts, but only if significant discussions are needed.
- Avoid in-person visits unless they bring tangible value—customers dislike meetings just for formality.
2.2 Coordinating with Industry Events
- Align visits with trade shows or conferences to maximize efficiency.
- Customers may be more receptive to meetings during such events.
2.3 Avoiding Meeting Overload
- If there are no pressing matters, avoid scheduling unnecessary meetings.
- Customers have busy schedules—wasting their time damages relationships.
3. Relationship Building
3.1 Personal Engagement Matters
- Thai customers prefer to work with suppliers they feel comfortable with.
- Engage in small talk about family, travel, or food—it helps establish trust.
3.2 Gifts and Hospitality
- Small gifts like branded souvenirs are appreciated but not mandatory.
- Taking customers for lunch or dinner can strengthen relationships.
3.3 Respect for Hierarchy
- Decisions often involve senior management, so identify key decision-makers early.
- If dealing with a large company, engage both engineers and executives separately.
3.4 Patience is Essential
- Decision-making in Thailand can be slow; avoid excessive pressure.
- Instead of "Why haven’t you responded?", say "Would you need any additional information to proceed?"
4. Handling Business and Negotiations
4.1 Building Trust Over Price
- Thai customers prioritize trust and reliability over minor price differences.
- Competitive pricing is important but doesn’t guarantee success without relationship-building.
4.2 Flexibility in Business Terms
- Offering extended payment terms or logistical support can be more valuable than a discount.
- If a customer requests better pricing, ask if payment terms or order volume adjustments can be discussed.
4.3 Gentle Deadlines Work Best
- Avoid pushing for immediate commitments—Thai businesses prefer soft deadlines.
- Instead of "We need a decision by Friday," say "It would be great to have your feedback by Friday, if possible."
4.4 Always Confirm in Writing
- After verbal discussions, follow up with an email summary to avoid misunderstandings.
- Even if the customer agrees in a call, request a written confirmation before proceeding.
5. When to Visit In-Person
5.1 Situations That Justify a Visit
- New Customer Development: First-time visits establish credibility and trust.
- Annual Review & Relationship Maintenance: Meeting once a year helps maintain engagement.
- Major Contract Negotiations or Issues: If there’s a critical deal or problem, an in-person visit reassures the customer.
- Market Expansion Efforts: If introducing a new product or business model.
5.2 Situations Where a Visit Is NOT Needed
- Routine follow-ups that can be handled via email.
- Minor issues that do not require in-depth discussions.
- When customers are unresponsive—forcing a visit won’t improve things.
Key Takeaways
✅ Communicate professionally but warmly, using indirect and respectful language.
✅ Email is the preferred channel; use messaging apps only if the customer initiates.
✅ Meet in-person only when necessary—1-2 times a year is sufficient.
✅ Build relationships through small talk, patience, and understanding hierarchy.
✅ Negotiations should be flexible, with a focus on trust and long-term collaboration.
✅ Always confirm verbal agreements in writing.
🚀 Approach Thai customers with patience, strategy, and respect to build long-term business success.