Tackling translation barriers with style

language

So you have the exciting role that takes you around the world, enables you to trade and network internationally, and gives you the opportunity embrace a panoply of countries and cultures, sights and sounds. It’s an exciting position to be in, one that makes you feel like a bona fide ‘citizen of the world’.

There may still be one tiny sticking point, however – one that can foil newbies and experienced global businesswoman alike; because while our digital 24/7 world has removed geographical barriers, and companies expand into new foreign markets all the time, pesky language and cultural barriers can still remain, and unless sprechen sie every language and dialect under the sun, at some point you might find yourself in a tricky translation tête-à-tête with a confused-looking client or colleague.

Don’t worry though, while communicating with someone from a non-English speaking country can seem a little intimidating at first, with careful planning you can overcome language barriers, build your global network and increase your business’s profile and revenue on an international platform with aplomb. Preparation is everything and can help you out in all global business scenarios – as the businesswomen we’ve tapped up for advice and tips will attest…

TAKE A TRANSLATOR

Don’t struggle unnecessarily. Learning a foreign tongue at a moment’s notice is unrealistic – and often it’s better to take an interpreter along with you, just in case. Perhaps there’s someone within your company who can fluently speak the language of the country you’re travelling to – if not, simply outsource to find the skills you don’t already have within your organization.

‘We always get a translator when we go to Russia on business,’ says Heidi Dahl, Regional Director for Western Europe of trade and tourist office Innovation Norway.  ‘Even if clients say they speak English there may be things that aren’t clear enough.’ Alicia Navarro, CEO of affiliate marketing company SkimLinks, once found herself in a tricky translation scenario in the Far East. ‘Japan was very challenging,’ she says. ‘I’d say, if in doubt, take a translator with you.’

Sunita Pass, founder of UK Ayurvedic company Tri-Dosha, concurs. ‘I’m not fluent in all our Indian clients’ dialects so a translator comes in very handy. When I was travelling the world as a business journalist, it was the same. We’d often take an interpreter with us.’

Perhaps you’re exhibiting at a trade fair in a far-flung corner of the globe? It’s a good idea to reproduce your marketing materials in the native language and hire an interpreter to speak with visitors and potential clients at the event; or you could think about using native-speaking promotional staff. And whether you’re holding a conference in Slovakia, attending a networking event in China or meeting a client in Italy, the same advice will come in handy. Do your prep, get the right people in place and relax… When it comes to nurturing and maintaining ongoing communication with those successful international relationships you’ve established, you can either continue to use the same translators or consider employing an in-house native speaker who can maintain the contacts for you on a daily basis.

LEARN THE BASICS

Have you got the practical elements in place? Do your emails to global clients feature a strong call to action? Does your website have multilingual home and contact pages? Right, now it’s time to get out there and talk.

Simply, be prepared for anything. ‘English may be spoken all around the world but it’s inevitable you’ll encounter language barriers,’ says Sunita Passi. Her biggest piece of advice: show willing and smile. ‘Learn the local greetings before you get to your destination, learn how to book a taxi, learn how to order your food in the language of the country you’re travelling to. Even if that’s all you can do, your clients and the locals will really appreciate it. It’s worked for me.’

KEEP IT SIMPLE

Fortunately with English being the global language of business and showing no signs of slowing up on that front (the British Council reports that by 2020, two billion people will be studying English), avoiding embarrassing translation situations can often be dealt with by keeping your spoken English clear and your message simple. Says Heidi Dahl, ‘Don’t use long sentences. Use simple words, especially as English has so many words!’

Ruth Carter, Events CEO at global mining publisher Aspermont Limited, echoes these sentiments: ‘My tip is to use GCSE English and speak slowly. Not slowly and loudly, just slowly! And be confident in yourself. After all, whoever’s given you the job sees your ability to communicate clearly.’

AVOID IRONY

Peppering your conversation with irony and a little smidgeon of sarcasm can be fun when you’re speaking to someone whom you know truly ‘gets it’ – but it’s one of those cultural quirks that has the potential to create a sticky situation. So if you’re speaking to a foreign colleague – even if you believe they’ve got better speaking English than you – proceed with caution when joking about sinking two bottles of wine at lunchtime to get over your bad morning or lacing your client’s coffee with arsenic after they pulled a plug on a deal. They might get it. But imagine if they don’t.

‘I’ve found irony doesn’t work,’ says Dahl. ‘And I’d also advise you keep your communication free of understatement for very the same reason.’

REMEMBER BODY LANGUAGE 

Thomson Airways MD Chris Browne is fluent in Spanish and French but even she’s faced awkward language barriers throughout her high-flying career. Along with keeping your English simple, she believes that taking a more ‘holistic’ approach is key to conquering mini communication breakdowns. ‘Overcoming language barriers? It’s all in the eyes. You can read people a lot better by looking into their eyes,’ she says, while Dahl advises, ‘Try and tune into the person you’re speaking with.’

It’s a sentiment echoed by Dragana Ljubisavljevic, MD for Europe and Australia at global email marketing company, Returnpath. She suggests standing tall and smiling to ensure you radiate positivity and dedication to clients and peers – which comes in particularly handy when giving a presentation or team talk, even if it’s not in your colleagues’ first language. ‘What shines through every time there’s a language barrier is the passion and devotion you exhibit to make your teams and business successful,’ she says.

START NETWORKING!

Don’t let your lack of fluency in Mandarin/insert your own here stop you from getting out there and meeting people in other countries. As you would on your ‘own turf’, network, network, network. Get recommendations and introductions from your colleagues on the ground first if you can. Or just bite the bullet (armed with your best ‘Hi I’m X from X. Nice to meet you. Do you speak English?’) and approach people at trade fairs, networking events and conferences. And remember, you can always take that translator.

‘Don’t be scared to walk up and say hello people, even if you can’t speak the native language’ says Alicia Navarro. ‘People are usually delighted when someone comes up and says hi to them. Suck it up and be brave; approach people.’ And if all else fails, you can always fall back on your good old sense of humour and national characteristics. Says Ruth Carter, ‘I think along these lines: “I don’t exist in London, I exist internationally”. However, I must admit to playing the English card sometimes as it plays well abroad.  The English are often silly but we have a good reputation around the world and people respect us. Sometimes it’s okay to play the national stereotype card – as long as underneath, you make sure to always think globally!’

everywomanWorld is a popular series focusing on the global perspectives of our Network and Club members’ careers, showcasing female perspectives of all aspects of working across cultures. Do you have an everywomanWorld story you want to share? Send us an email at [email protected].

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