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Strong relationships are an essential part of the equation when you’re exploring overseas markets.

Whether you want to export your products overseas or attract investment, understanding the culture in the market you’re working in may make the difference between success and failure.

Don’t let a lack of cultural understanding trip you up.

Presented by Asialink Business, this workshop provides you with a detailed understanding of the differences that exist when dealing with agents and investors in Asian markets and gives you the tools, tips and insights you need to position your business for success.

The workshops will help you:

  • understand cultural differences and perspectives
  • raise your conscious competence and awareness of biases
  • define Asia capabilities and their importance for successful engagement with Asia
  • understand business etiquette and practices in selected Asian cultures
  • build some practical strategies to improve engagement and trust in an Asian context.

The workshop topics include:

  • why culture matters for success with Asian business partners
  • introduction to Asia capabilities
  • business etiquette essentials
  • dealing with misunderstandings
  • building relationships for the long term

The workshop includes practical resources to help you with your future interactions in overseas markets.

About Asialink Business and the presenters

Asialink Business is your partner for success with Asia.

Understanding what it takes to do business in and with Asia is vital to achieving long term financial and strategic outcomes, yet many Australian organisations say a lack of Asia capability is holding them back.

Asialink Business offers market-leading expertise in building these capabilities.

It has an experienced team of executive education experts and researchers, with deep Asia knowledge and experience to help Australian organisations in all sectors engage successfully with diverse Asian markets.

Sarah Woolmington

  • Queensland Development Manager and Facilitator

Sarah has over 20 years relationship management and business development experience across several industries including, accounting and finance, food and beverage, leisure, health and wellbeing.

Prior to Asialink Business, Sarah had 10 years working as a Key Account Manager for the peak member body, Chartered Accountants Australia and New Zealand. It was here that she relationship managed Chartered Accountants of cross sectors and industries throughout Queensland and the Northern Territories.

Sarah has extensive experience in facilitating discussion groups, chairing committees, and leading think tanks for young accounting professionals to assist their professional and strategic thinking development.

Sarah has worked with many small businesses in an advisory capacity to reach their full sales potential through strategic business development and growth strategy work. Sarah has had over 10 years of working throughout regional Queensland and understands the unique landscape that businesses work with.

With the mandate of creating a more Asia Capable Australia, her current role at Asialink Business has Sarah wholly responsible for the growth of the Queensland market. She does this through making sound connections for her networks and being a strategic solution partner to her clients.

Sarah’s experience gained from growing up in Hong Kong, combined with many years of travelling throughout Asia has enabled Sarah to use her personal cultural lens to assist businesses understand the opportunities that lie within the regions.

Shiraz Engineer

  • Associate Director, Strategy and Capability

Shiraz has over 15 years of industry and consulting experience assisting clients with their complex business problems, operational issues, process and performance improvement, and business transformations. Shiraz has worked extensively in Asia with a number of multinational (banking and technology) and private companies.

Shiraz has worked in the consulting industry for over six years including as a Manager in KPMG’s Enterprise consulting business, supporting local organisations in developing their growth strategy. He has also implemented a number of business transformation programs within the public and private sectors.

Shiraz also has local experience working within Victorian Government as part of his project based roles with the Department of Sustainability and Environment and Department of Primary Industries between 2009 and 2012.

Together with Asialink Business, Shiraz designs and delivers capability development programs to help organisations develop their cultural intelligence (CQ), in order understand, enter into and sustain operations in culturally diverse markets. Shiraz also provides practical market and industry focussed resources to assist Australian businesses to enter into the Asian market.

Shiraz has a Master of Business Administration and a Master of Commerce degree from Deakin University.

Find the workshop in your region

  • Brisbane
  • Bundaberg – COMPLETED
  • Cairns – COMPLETED
  • Ipswich – COMPLETED
  • Mackay – COMPLETED
  • Rockhampton – CANCELLED
  • Sunshine Coast – COMPLETED
  • Toowoomba – COMPLETED
  • Townsville – COMPLETED



Tuesday 18 June


12.00 – 2.00pm


Brisbane Technology Park (BTP Conference Centre)
1 Clunies Ross Court


Free (lunch included)


Pam Wassell, Business Support Officer, TIQ Brisbane, 07 3514 3076