The British Perspective - a View of Calculated Risk
Compared to many other cultures the British are moderately happy to take risks. While they are aware that they are not as willing to take risks as for example the Americans they still rightly take pride in being progressive in business.
The British approach to taking chances is one of calculated risk. In other words, the British know exactly what factors they need to examine before they make up their minds about taking a chance.
Practically this means, that the British will make an effort to analyse as much relevant data as they can possibly find about a topic in question, and at the same time try to find any precedents that can help them make the right choice.
If the risk they are trying to assess is of a business character, they will often request pilot projects or similar 'Proof of Concepts'. In many situations it can help the selling party to bring references from mutual contacts or invite the decision makers on company visits to existing clients.
Based on the British focus on the past it can also help the selling party to provide the buyers with proof of your expertise and trustworthiness such as status in guilds, educational qualifications, rank etc.
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