Language classes help Leighs Paints develop international trade

Leighs Paints, which was founded in Bolton 151 years ago, specialises in the manufacture of fire resistant paints and coatings which are applied to steel structures.

In 2007, the company's management identified that Germany had strong growth potential for its products as major construction work on sports stadia and other public buildings progressed. It realise that it didn’t have all the expertise it required to maximise the opportunity so it called on UKTI's Overseas Market Introduction Service (OMIS) to help.

Leighs Paints worked in conjunction with OMIS for two years and thoroughly researched the marketplace before establishing an office in Cologne in 2009. Today, sales to Germany have grown to account for 10 per cent of Leighs Paints' total exports.

Perhaps not an unusual story, but what’s made a real difference is the company realised they could make more from the opportunity by offering their staff one simple extra - teaching them German.

LANGUAGE CLASSES
To coincide with the opening of its Cologne office, the company launched free weekly German classes at its Greater Manchester headquarters. These courses - which are not compulsory - are facilitated by a senior lecturer in German from Bolton College.

Of Leighs Paints' 252 employees, 47 signed up for the lunch-time language classes and two years later virtually all of the students are continuing with their studies. Marketing manager Paul Clayton said: "One of the main benefits from the German classes has been boosting staff morale.

“This was already high before we launched the courses but - in my experience - employees always appreciate training as it proves that a company is investing in their future by providing new skills. But another great benefit has been the clear message the classes send to members of our German team that we are taking their operations very seriously.

“Some members of our British team are now able to understand elementary conversations with their German counterparts - and this is great for business and company cohesion.”

MAXIMISING OPPORTUNITIES IN GERMANY

Over the past two years, Leighs Paints has supplied coatings to a number of high profile projects in Germany including the new Bayer Leverkusen FC Bay Arena stadium and the Medienfabrik theatre, in Munich. The firm has also translated a version of its website into German to help facilitate further sales.

Mr Clayton added: "We now want to increase the number of staff we employ in Germany over the next year. We’ve identified that there is great potential for us to keep growing in the German marketplace and the decision to do this has been governed by our own experiences as well as the quality of guidance provided by UKTI.”