Think internationally from the start.
If you reach out to the world with your export strategy and via your website, your hope is that the rest of the world will then respond in some way: get prepared for it, and plan ahead a comprehensive language marketing strategy if your company has its eye on markets abroad. Translation requirements should be considered when a new product is being developed, a launch is being planned, an exhibition abroad is being considered. This will help to maximise timescale with the language providers, and facilitate allocation of funding for translations. Translations should be part of the development of new products and services to be also offered abroad.
Plan a language marketing strategy.
The strategy should determine, for example, what Company literature should be translated (press releases, promotional material, user manuals, catalogues, etc.), which parts of the website need to be localized, and in which languages, what intercultural communications needs should be addressed (business etiquette training, language courses, etc.), if oral transfer of information (interpreting) is needed, etc. Companies which find the answers to these questions and are respondent to this challenge are more likely to benefit from opportunities in international markets. This should be planned at the time of the development of new products.
Resist the temptation to DIY.
Translation errors could make you laugh (from “deep fired salmon” in a Polish restaurant, to “leave your values at reception” on a French hotel sign), but these mistakes could costs the marketers sales and confidence. A professional translator should always be consulted before deciding for a brand name of a logo to be marketed abroad. Gerber – the name of a baby food maker – is a word for vomiting in French. A bit limiting when going global. Phonetics issues should also be considered carefully. Invest in translation talent.
Work with your language provider, draft after draft
Your product launch are planned ahead, and you have strict deadlines to follow. Draft after draft, your product specifications are reviewed, revised, amended. Don't wait till the final version to contact your translation provider: it could be too late, deadline for translations could be impossible to meet. You may have your first draft translated, and then ask to implement any other changes when you are close to the launch. You will have a smooth translation process, and you will save time and panic. At Williams Language Solutions, translators have a background on the subject they are translating, and they may also be part of your revision process, or point out typos and spelling on your English texts!
Provide the language providers with references.
If you have previously translated manuals, or references offered by your distributors, make them available to your language providers: consistency is a must in the delivery of translation services, and some languages may have different and equivalent stylistic choice for the same string. Your reference will help the language provider to step smoothly into your existing translated literature.
Give feedback and constructive comments.
Any feedback from your distributors will help to define the preferred style for the target readership. Any feedback from the Business Unit will help to improve the services.
Think about publishing services and press-releases as part of your language needs.
Williams Language Solutions also offers DTP services and marketing translations to provide you with one-stop shop for all your language needs. For example, in case of the launch of a new drug, or the preparation of the text for the website of a pharmaceuticals company, a team of copy-writers, medical and marketing translators will work together for the best outcome of the text for the target readership, which will be prepared in English and then translated, according to the client’s requirements. When DTP and publishing graphic projects and lay-out are offered by separate suppliers, make sure that they work closely with the translation service provider (TSP) to optimise your printed publications, should these need conveyed into other languages.
Which English is the language of international business?
Offshore English is the universal language spoken largely by non-native speakers off the shores of Britain (or indeed the United States, Canada, Australia, South Africa, and other countries where English is the mother tongue). Other languages influence it ("mother tongue interference"), nevertheless, offshore English is the language of international business. If your foreign contacts speak English, use simple sentences and plain terminology to make them feeling comfortable. Remember that it’s not their mother tongue, and they are making an effort for you. Also, if something they say “does not sound right”, ask for a clarification immediately, to avoid misunderstanding. This could be caused by a mother tongue interference. For example, “I have a hunger” simply means “I am hungry”..
Learn the basic cultural differences.
Invest some time learning a few words in the language of your interlocutors. Greeting your host in his/her own language will be a great ice-breaking start. Don’t worry about getting the perfect accent, just show that you made an effort and you are cultural aware. Knowing the main differences in introductions are vital to attune with your interlocutor, and simple faux pas can sink you.
Learning about business etiquette, rather than reading information from a tourist point of view, will prepare you to deal effectively with cultural differences. In our guide of doing business abroad, we explain best ways to make contact, host a meeting, enjoy a meal or visit offices abroad. The knowledge of cultural differences is also important when meeting foreign guests at home and when training individuals from different nationalities.
Explode stereotypes.
Stereotypes are images or ideas we all have of a country and a culture, for example, the sausage stalls in Germany, the baguettes in France, the chess in Russia. While a “typical image” of a country is easy to remember, nevertheless you have to approach stereotypes with some scepticism, otherwise you risk to keep an idea of a country which could be misleading.
We live in an increasingly heterogeneous society.
International communications ability is also important for companies during interviews and recruitment process involving individuals from different cultural backgrounds, and for any business employing workforce from foreign countries. According to the “International Migration Report 2002” of the United Nations Department of Economic and Social Affairs, the number of migrants has doubled since the 1970s. The report also says that around 175 million persons are residing away from the country of their birth and one in every 10 persons in the developed regions is a migrant. Also, more migrants are coming from countries ever farther away. While the reasons for migration vary (economic, political, personal choice), one thing is sure: we live in an increasingly heterogeneous society.
And remember: if you don’t get culturally prepared, it’s most likely your competitors will: get ahead of the competition by planning your language marketing strategy!
References:
1) Dos and Don’ts when doing business abroad (How to speak Culturese), available from Williams Language Solutions Bookstore, www.translate-it.org/english/promo.html (£5.00 + P&P) – 10% will be given to the Children’s Trust
2) Client Side News Magazine, March issue (www.clientsidenews.com)
3) Basic International Communications for Business, Invest Northern Ireland www.investni.com
Stefania De Angelis Williams is managing director of Williams Language Solutions - a Newcastle upon Tyne firm that specializes in translating and editing scientific and medical documents.
To know more about Williams Language Solution, visit www.translate-it.org