As previously mentioned, Britain is a country of accountants, not engineers. When selling to the British it is important to explain to them how they can make or save money by buying your product or service. It is not enough to explain how it works and to expect them to work it out for themselves, as they are unlikely to do it.
On the other hand many people have said that Britain is a low price market, and that is simply not true. There is price competition, and in such a large market this is to be expected. The British will pay for quality, as can be seen by the number of Jaguar, BMW, Mercedes Benz, Land Rover, Volvo and similar cars on the roads, it is just that the marketing process has to explain the quality and the value to the customer. Britain is such a large market that it must be segmented to be manageable. Therefore, research and information is vital before actually starting the selling process in Britain for the ﬁrst time.