Exports
The West Midlands is a major exporting region accounting for 8% of the UK’s total value of exports thus it is vital that our region’s businesses address their language and cultural barriers.
Language and cultural skills are beneficial to employees at all levels of a business, from reception staff who need to be able to greet customers in a polite manner which is appropriate to their cultural origin, to the sales managers who must meet regularly with their overseas clients using a language and business etiquette which differs so greatly from their own.
To improve your export communications you will need to consider the following:
- Translation - adapting your product/service to meet local needs.
- Interpreting - using interpreting services to get the most out of multilingual conferences and meetings.
- Language training - to enable your workforce to communicate effectively with international customers.
- Website translation and localisation - although English remains the predominant language of the web, users still prefer to be addressed in their mother tongue. A website will be accessible worldwide but without localising it to each target market it will not be understood worldwide. You should consider that it is not only the words that will need changing but also the format i.e. date, time and payment functions to assure your site can still function effectively in that country.
Although many foreign people have a good command of English it is wrong to assume that they will feel comfortable communicating in anything other than their native language.
To make any kind of effective business proposal you should endeavour to do more than simply translate words. Presentations and publications should also reflect cultural tastes, customs and differences in working practices.
Solvit
Do you want to communicate more effectively with your overseas business contacts, but don’t know where to start? Solvit is an online tool which can help you out. Maintained by CILT, the National Centre for Languages, Solvit can help you to address the challenges of international communications.
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How to guides
The RLN has a range of free business publications that provide advice for exporting companies or those considering overseas trade. These 'How to...' guides are available to download directly from our website or you can order hard copies.
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Midlands World Trade Forum
If you belong to an exporting company then you might be interested in joining the Midlands World Trade Forum where you can share the views and experience of other West Midlands exporters.
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Inexperienced exporter? Want to increase your international potential?
Developed by UK Trade and Investment, Passport to Export helps inexperienced exporters realise their overseas sales potential. The scheme will help you to devise an export strategy and offer you the services, support and guidance needed to implement it.
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Export communications review
This subsidised programme can help you to assess your need to develop your international communication planning, and assess the support already available in your workforce.
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