The UK is a unique market in many respects: it is attractive in its own right, has a tradition of international trade, and can serve as a springboard to other markets.

But it’s also very competitive. To understand the inner workings of this market, how decisions in B2B are made, and how to navigate the specific British communication style and sometimes the humor, I’ve had the pleasure of speaking with Richard Parsons, Managing Director at True, BBN London.

With over 30 years of experience across blue-chip and startup brands, Richard shares what it really takes for international companies — including Romanian tech firms — to win in the UK market.

Discover:

• The nuances of British communication and business etiquette

• Why context and politeness matter in meetings

• How decisions are made (and who really makes them)

• The importance of brand familiarity and trust

• How to enter a mature market strategically

• Why “just do it” is Richard’s advice for those ready to expand
  

🔗 Connect with Richard: trueagency.com