| If you want to be a global trader, you don't have to | | | | developing a catalog that will appeal to his |
| speak the language like a native but it's sure a good | | | | English-speaking customers. He's probably inordinately |
| idea to know something of the language in your | | | | proud of it. |
| target market. | | | | Your sad duty is to inform him that, alas, he must |
| I can tell you from personal experience that any | | | | start over. There are subtleties in language that can |
| effort made toward trying to speak the local | | | | become critical when doing business in a culture with |
| language will go far toward building good will. If | | | | dramatically different cultural expectations. |
| nothing else, learn a few key words. | | | | In other words, knowing the language is not good |
| I've discovered in my travels throughout the world | | | | enough. Your sales material especially has to be |
| that I could pretty much get by anywhere if I knew | | | | translated with a deft touch. Unfortunately, |
| the local words for "hello," "thank you," "good-bye", | | | | computers do not have this touch. There is just no |
| the numbers "1, 2, 3" and "where is the bathroom?" | | | | substitute for human translators. |
| A personal suggestion: learn that last phrase first! | | | | I'm aware of one company that needed a 200-page |
| Yes, the language of international business is still | | | | catalog translated from English to Spanish and to |
| English but any knowledge of the other country's | | | | save money, they used a computer translation. You |
| language can humanize you and let the foreign trade | | | | can probably figure out what happened next. The |
| partner understand that you value him and his culture. | | | | computer made such a mess of the catalog that the |
| Most of your communication can be in English but a | | | | company had to pay a translator anyway to sort out |
| good translator (or someone with a real familiarity | | | | the mess. Expenses. Wasted time. Bad deal. |
| with the language) can still prove valuable. Sometimes | | | | The matter of finding a good translation service isn't |
| the communication - even if written in English - may | | | | just a luxury. It can mean the difference between |
| take a tone that might suggest anger or frustration. | | | | success and failure in setting up a viable trade |
| Someone knowledgeable with the language or culture | | | | program. You can add value for your supplier by |
| might be able to explain the tone - before you say | | | | pointing out four key attributes of a top-notch |
| or do something you'll regret. | | | | translation service. |
| More often you'll be involved (or you may want to | | | | Ability. It's important that your translation service |
| get smart about, in case you're asked) in translating | | | | employ native speakers of the language you're |
| catalogs and sales material. | | | | translating into. The reason? They are able to capture |
| If you're an intermediary - someone acting on behalf | | | | nuances of the language and the culture that |
| of a supplier, for instance -- it's important to | | | | non-native speakers - no matter how well schooled - |
| remember that your supplier put a lot of effort into | | | | are likely to miss. |