In what languages should you think?

One of my favorite local wineries surprised me last year. At a local wine event I offered the owner to go through his German brochures, his website and business card for free (or better…for a glass of his Reserve) right before summer, to be prepared for the winery visitors. He told me he didn’t need it, he already has it in English.

I can not emphasize it enough: if you try to sell in a country where the native language is not English, you will increase your sales tremendously if you choose to present your product to the public in their own language.

Over 55% of all content on the Internet is available in English. However, the fact is that not 55% of the world’s population speak good enough English to keep reading information in English.
Do you know what happens with information that people don’t understand? It gets lost. Like a good book or a movie, which you try to enjoy in a language you don’t understand. After a while, you quit trying…

So what languages should you let me translate into? The most spoken languages? No: the language in which you are interested in. No one can tell it better than you. If you have prospected for next year to export to Germany, then the first thing is to have all your numbers, contract drafts, brochures and e-mail templates in German, so you can please your customers, you can point to your website if they ask about it, you can send them your brochure or technical sheets in German.

Do you have a prospect in Vietnam? Don’t try their English, they will be much more pleased if they can talk to you in their own language. A reliable interpreter for the oral communication is easy to arrange, you can have a video chat via skype, viber or even the old-school telephone. You can prepare your questions in advance and go through them with the interpreter. It not only helps you to reflect on what you’d like to say, it is also a good way to ensure that no information escapes, no question remains unanswered. Your interpreter will not ruin your business. Interpreters and translators are used to signing non-disclosure agreements, which can contain restrictions about what they may and may not say.

If you are unsure about what languages would be the most helpful for your business, we are here to help you! A strategic first step will make it smoother for you to approach new clients.

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