Learning to do business the Australian way

Rob and Cheryl Norman are very settled in Perth, Western Australia, having lived there for eight years. But that settlement took a long time, during which the couple built an insurance brokerage business from scratch, and saw both their children through university.

The Normans first left Cape Town, South Africa, in 1999, but Australia was not their initial destination. The family – Rob, Cheryl, a daughter (then 16) and a son (then 14) – first moved to Tauranga, New Zealand, where Rob and Cheryl set about recreating the successful insurance business they had run in South Africa.

Their reasons for leaving Cape Town were similar to those of many other emigrant families: disagreement with the country’s politics and, more importantly, the desire to give their children the best possible opportunities and safety. Moving from New Zealand to Australia was more complicated; the family loved Tauranga. “We found New Zealand to be very forgiving; people there are so helpful,” recalls Cheryl. But the couple recognised that small town life may not offer the best prospects to their children, and chose to move the family overseas again before the kids started university.

Facing the challenges

Preparation is paramount when starting a business in a new country, and Rob and Cheryl warn other potential migrants to be aware of the challenges. Whereas Rob entered Australia with 25 years’ experience as an insurance broker, it required cold-calling once again, setting up contacts and prospects from nothing. “I’d say it took us five years to feel totally settled and like that network was really built up,” he says.

And while selling skills remain the same in any country, and the products Rob deals with are also similar, he cautions that business terminology and laws can be very different. “Although we all speak English, the terminology is totally different,” he explains. “It took a while to understand all the little words and catchphrases. In South Africa, we’d call a mortgage [a loan on a property] a bond. But on this side, a bond is a deposit you put down.” “And from the admin side,” Cheryl chimes in, “we had compliance and super funds – all completely foreign. There is much more paperwork involved here.”

A worthwhile decision

While both Rob and Cheryl believe many aspects of running an insurance business were easier in South Africa than they are in Australia, neither regrets their decision to move. “We had to start from scratch,” tells Rob. “Cheryl has worked with me since 1985 – she does all the admin and I do the sales. When we came over to Australia, I had the selling skills, but we did not meet the Australian qualification standards, because we weren’t P146 competent. None of the Australian dealer groups would take us on until we upgraded our skills.”

Rob recommends any business migrant to Australia, regardless of business type, to carefully research skill requirements and qualification regulations to ensure these can be met or obtained. The couple spent six months working toward their diploma, while at the same time, changing their visa from a 457 visa (Temporary Business (Long Stay) - Standard Business Sponsorship to a State/Territory Sponsored Investment visa.

After investing with the Western Australia Government, the Normans received resident status after three years. Rob cautions, in addition to researching skill requirements, that potential business migrants should be well aware of the specifics of any visa under which they choose to immigrate. “A lot of people think citizenship or permanent residency on a 457 visa is a given and it’s easy, but it’s not necessarily. There can be a lot of strings attached.

“Do your homework. Find out if your job is actually needed, and if you’ll need to upskill. Meet other migrants and take their advice. Don’t try to come here and think you can turn the town upside down or that you’ll show the Australians how to do business,” advises Rob. “Fit into the country you’ve moved into for a better chance at success,” adds Cheryl. Perth has given the family great opportunities and the lifestyle they hoped for. “This is a land of opportunity if you’re prepared to work hard and apply yourself, whether you’re a bricklayer, a plumber or a small business owner,” says Rob.