Improving Your Business Communications

Improving your business
communications
Overcoming language and cultural barriers in business:
a guide for exporters
UKTI Business Communications GUS.indd 1
07/06/2013 15:48

communications
Overcoming language and

cultural barriers in business:
Contents
The Export
Communications
Review
10
What is an
international
communications
strategy?
Introduction
05
Can languages help

your business?
08
Using English
internationally
12
06
07/06/2013 15:48
Written
materials
Handling
international
enquiries
14
20
Translation
16
h
ly
International
visits
24
Interpreters
26
International
web presence
18
Cultural awareness
32
Language training
28
Recruitment
34
Sources of support
35
07/06/2013 15:48

communications

Four years ago this was a businessoperating

out of a garden shed; now we are an
international business. Thesupport we have
had from many sources and specifically the
Export Communications Review, were critical
in making thathappen.
ElevatedPhotos Ltd, Leicestershire
07/06/2013 15:48
Introduction
05
This guide is intended to help your company operate more effectively

in markets where there are language and cultural barriers. It offers
advice on how your business can develop communication strategies
for international markets and provides details of organisations that can
assist you. It is published by UK Trade & Investment, the government
department that helps UK-based companies succeed inthe global
economy.
This guide will help you to:

understand why and how using the customers language can benefit
your business,
integrate foreign language and culture into your international
business strategy, and
make more informed choices about selecting the right
communications solutions for your business.
It discusses some of the barriers your company may face when

developing your international business, ranging from problems with
written materials such as promotional leaflets through to difficulties
during international visits. It then considers possible solutions which
your business could adopt, such as training your own staff, recruiting
new people or using a range of external specialist providers.
Please note that prices of services given are estimates obtained

in 2012.
07/06/2013 15:48

communications

Can languages help your business?
06
When trading internationally, there can be an advantage if you have

English as your native language; some UK exporters will go sofar
as to think that language and cultural differences do not pose any
barriers. However, adopting strategies to accommodate language and
cultural differences has helped many businesses to increase overseas
trade.
Language and cultural barriers may occur

at any point in the business cycle.
Enquiries may arrive in a
foreignlanguage.
Generating interest may be difficult
because your promotional literature
does not take account of key
culturaldifferences.
Agent/distributor contracts
may expose your company to
commercial risks if they have not been
professionally translated.
Orders may be time-consuming, or
even impossible, to process if they
arein a language your company
hasno skills in.
Invoices may be left unpaid if your
customer does not understand
theterminology.
After-sales support may be difficult
to deliver because of a cultural or
linguistic misunderstanding.
This guide will help you do that, by

showing how to develop an international
communications strategy.
Whilst English is the most prominent

business language in the world today,
it would not be sensible to disregard
the local culture and language of
your customer. There are many
colourful anecdotes illustrating how
embarrassing and costly mistakes
in communication can be. It is better
to think through which language
and cultural solutions will suit your
company and how you can implement
them in order to gain real competitive
advantage in a market.
This does not necessarily mean that

company personnel need to embark on a
programme of language training; there
is a range of possible solutions which can
make your company appear to speak the
customers language or at least have a
better understanding of the customers
cultural background, all of which will
pay dividends within your international
business development plans.
Not everyone speaks English. More to

the point, not everyone wants to speak
English, especially if you are selling
to them in their own territory. Certain
markets like China, Japan, Eastern
Europe and Latin America have fewer
speakers of English than Scandinavia
or the Netherlands, but their prospects
of growth should not be ignored. A few
words of Spanish or Portuguese are
almost indispensable to trading in Latin
America. Similarly, travelling around
Russia without the relevant language
skills is not for the faint-hearted!
Nearer home, there are markets where
people take great pride in using their
own language, like France, where cultural
identity and language are linked.
07/06/2013 15:48
Using the customers language:

leads to better communication and
can avoid misunderstandings,
establishes an immediate rapport,
creates a positive image,
increases your self-esteem,
confidence and self-reliance
abroad,and
shows you do not insist on everyone
speaking your language.
Sample misinterpretations
Emergency snakes available at allhours.

Room service menu in an Ethiopian hotel, which
meant to offer snacks
We take your baggage and send it

inalldirections.
Appeared in a poster in a Copenhagen
airlineoffice
Is forbidden to steal hotel towels please.

If you are not person to do such thing
please do not read notice.
A sign at an East Asian hotel
Our wines leave you nothing to hope for.

A European restaurant
Cooles and heates: if you want just

condition of warm in your room, please
control yourself.
Information booklet in an East Asian hotel
aboutthe air conditioning system
07/06/2013 15:48

communications

What is an international
communications strategy?
Once you have identified the language

and cultural barriers your company
is experiencing, or might experience
as your exports develop further, the
next step will be to plan strategies to
help your company. You may need
to translate promotional documents,
internationalise your website, get new
business cards printed, to name but a
few. Appropriate communications in the
languages of your target markets can
really help your export development.
It may be about more than simply
translating your UK material; additional
changes may need to be made to suit
the target markets.
A good starting point is to audit existing
competence and experience within the
company to ensure the right solutions are
introduced at the right time and with the
right people. Key success factors include:
support for the principle
of communication in the
customerslanguage,
backing from the Managing Director
and senior management team for
thestrategy,
awareness of different language

solutions for different situations, and
knowing how and when to bring in
professional language or cultural
service providers.
Developing and implementing an
international communications strategy
will help you to break into new markets
and to penetrate more deeply into
existing ones, rather than just relying
on trade with the English-speaking
world. Adapting your materials shows
that you are respectful of language and
cultural differences and are committed
to working with a particular market or
customer in the long term.
Steve Allen/Stockbyte/Getty Images
An international communications
strategy consists of a set of procedures
for dealing with language and cultural
barriers as they arise. It is developed
through co-ordinating different
solutions to meet your international
business objectives. Solutions may
involve resources (e.g. recruitment),
training (e.g. language training), cultural
awareness or adopting an international
mindset within the business. The use
of language service providers is a key
element of developing an international
communications strategy, but by no
means the only one.
08
07/06/2013 15:48
What does an international

communications strategy look like?
Recognising the company will face
communication barriers at many
different levels and that an integrated
communications approach is needed.
Knowledge of the customers
language and culture informs the
export strategy.
Potential foreign language and cultural
pitfalls are spotted in advance and
incorporated into planning.
Communicating with international
customers in the right way being
respectful of their language and culture.
Communications received in a foreign
language, such as a phone call, e-mail
or letter, are dealt with promptly by a
suitably-qualified individual.
Staff can sort foreign communications
into urgent and non-urgent and
pass them on to the right person.
Professional interpreters and
translators are known and can be
brought in quickly when necessary.
Display materials, product
descriptions, brochures and
pamphlets are in the local language
and exhibition staff are trained to
speak directly to customers in their
own language.
The choice of words, text, symbols,
colours and graphics are in no way
misleading in the local culture.
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communications

Export Communications Review
If you would like help to develop

an international communications
strategy, you can arrange an Export
Communications Review (ECR). This
is a UK Trade & Investment service
which helps companies to maximise the
effectiveness of their communications
with overseas customers and partners,
encouraging exporters to present
themselves professionally and
appropriately in their target markets.
It consists of one or more visits from a
professional Export Communications
Consultant (ECC) who will review your
existing communications in the context
of your export strategy and assess
the barriers you are experiencing. The
review can consider a number of areas,
ranging from your web presence through
promotional literature to communications
during an overseas visit. Your Export
Communications Consultant will scope
out the review to include priority
areas, e.g.
internationalising your website for
anew market,
preparing for a trade show, or
reviewing your current
communications with a particular
export market.
After the review meeting(s), you will
receive a tailored report and action
plan, detailing the consultants
recommendations about how to
overcome the communications barriers
you are encountering, and guidance
with finding suitable external providers
to help. The consultants advice will
be objective and unbiased, based
upon years of practical experience and
professionaltraining.
10
The cost of each review is 500 plus VAT.

Eligible companies can receive a subsidy
of 250 from UKTI for each of their first
three reviews. Exporters with fewer than
250 employees who have been trading
for more than two years are eligible to
receive this subsidy. See page 35 for
contact details.
Exporters using the service report
that their review hasdirectly:
improved international business
performance,
increased enquiries, sales,
efficiencyand profits,
made their export activities
moreeffective,
reduced cultural and language mistakes,
increased confidence to approach
new and challenging markets,
increased competitiveness, and
improved relationships with
overseaspartners.
I was quite taken aback at the

thoroughness of the review, the
insights it delivered and the sheer
depth of resources it gave us
accessto.
Bigbury Mint, Devon
07/06/2013 15:48
When might a review

beuseful?
How do you know a

review might help
yourcompany?
If you are:
What happens in
your review?
What could happen

afteryourreview?
Ask yourself if:
Discussion of export
activities, reviewing:
Potential outcomes:
redesigning
your website
your website is
generatingsufficient
overseas business?
international web strategy
international customers
can easily find your site,
navigate to the relevant
pages and can do
business with you
launching new
products/services
you are getting your

message across in your
literature, branding and
presentations?
documentation, manuals,
catalogues and
international packaging
you have appropriate

international marketing/
sales and business
materials for target
markets
entering new and

challenging markets
your overseas
enquiriesare being
converted into sales?
systems for handling

enquiries foreign phone
calls and emails
your company is able to

handle phone and email
enquiries from target
markets in their language
embarking upon a trade

show or mission
you will get the most

from an overseas trade
mission or exhibition?
preparation for and

representation at an
overseas trade show
orexhibition
you are well prepared

for meeting current
and prospective
clientsoverseas
sales and invoicing

processes
presentation to an
international audience
experiencing problems
in a particular market
your relationships with

overseas partners
and customers are
successful?
relationships with overseas you can recruit and

agents, distributors and staff maintain effective partners
including training export
in target markets
management
your overseas customers development of language

and cultural skills of the
receive the same
excellent service as your export team
UK customers?
you develop a multicultural

and multilingual team
within your company.
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communications

Using English internationally
English has a role to play in your

international business communications.
It is currently the worlds most used
language for international business; so,
if used carefully, you can increase your
chances of successful communications
with your overseascontacts.
There are a number of possible
barriers to communication if you use
British English; the use of slang, idioms
and wordplay can be impossible for
non-native speakers to understand.
Communications could be improved
by using International English.
International English is designed to
be universally and easily understood
across the world. It avoids regional
expressions and promotes clarity
andaccessibility.
12
Training for export personnel in

International English
You may wish to organise a training
workshop in International English
for all your export personnel. This
should be with a specialised trainer
who has experience in English for
international business. The training
should be tailored to your companys
needs, and should include feedback
on how the team is currently using
English. The trainer may also be able
to comment on your website and
marketing literature to highlight any
sections which need to be rewritten to
make them easier to understand for
non-native English speakers. A tailored
workshop would typically cost from
750 per day* plus travel and expenses.
The benefits of International English

arethat your company should:
be able to build better
relationshipsfaster,
be more easily understood,
be seen as helpful and easy to
dealwith, and
experience fewer misunderstandings.
*figures estimated in 2012
07/06/2013 15:48
Since we simplified ouruse of

English, and added other key
languages into our communications,
the consumables business is getting
a wider range of geographies
contacting us than ever before.
The Cross Group, Surrey
We arrived at a really simple

andcompelling way of describing
what we do and the benefits that
delivers to clients, whether they
are in the UK or another Englishspeaking market.
Inspire People Group, Northumberland
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communications

Written materials
Exporting companies are likely to

produce a range of written promotional
materials, including leaflets, brochures,
downloadable PDFs, packaging and
point of sale materials. They will use
general written correspondence of
various kinds on a regular basis, such
as letters and emails. Companies may
also have detailed instruction booklets
or user manuals, terms and conditions
documents and warranties, product
catalogues or invitations to tender, and
all companies will have business cards
and invoices todeal with.
Possible barriers
Possible barriers to effective written
communication include:
using complex English,
not translating materials, or
translating materials badly.
Poor quality translations can result
in misunderstandings, delays, lost
business, a loss of brand credibility
and even lawsuits. They can be
very damaging for your business
reputationand brand.
Packaging with information in the local
language is a legal requirement for
some products and countries.
Possible solutions:
Develop international materials
Use International English
Carry out language training
Localise your materials
Build relationships with
overseascontacts
Translate materials
14
Even if it is not a legal requirement,

it can help sell the product and help
ensure it is used as intended, thus
increasing customer satisfaction.
Possible solutions
International materials
Firstly, ensure that your written
materialsare ready for international
work. Give some thought to the
international implications of brand and
product names, and develop a strapline
which states your core expertise
or selling point simply this can be
translated when relevant. Think about
how design preferences differ across
countries, and whether any colours
in your logo or design have important
meanings in your target market. Use
images and visuals as much as
possible to reduce the amount of
translation needed and to improve the
effectiveness of your communications,
but make sure that they are culturally
appropriate and relevant for the target
market. Do not give up control of
promotional materials to a local partner
without fully considering the pros and
cons ofthis approach.
We have established a Spanish

language website, working with
alocal agent to ensure that the
language is right, rather than
simply a verbatim translation
of our English site.
Jaguar Educational, Norfolk
07/06/2013 15:48
15
International English
Below are some tips to help companies
specifically with ensuring that their
written English is as easy to follow as
possible for a non-native English speaker.
Avoid complex sentences.
Use bullet points, headings and
numbers.
Be aware that certain symbols do
not always show up when an email
has been received, e.g. instead of ,
useGBP.
Use visuals and diagrams and include
an explanation.
Add captions to photos.
Ask a local expert to review your
written materials, especially
importantdocuments such as
contracts or user manuals.
Language training (see page 26)

If members of staff already have some
language skills, it might be appropriate
to provide additional language training
so that they are able to correspond
effectively with overseas contacts.
However, it is unlikely that language
training on its own will enable all your
internal staff to write foreign language
product brochures or design foreign
language point of sale material, for
example, as other professional skills
are needed for such tasks.
Localisation
It is rarely enough to translate your
UK material for an overseas market,
as changes are often needed to
ensure that the material is suitable for
a particular country or region. These
changes may be to text, images,
format or layout, each of
which may need to be adapted to suit

the local market and culture. You need
to check:
symbols, icons, colours and graphics,
photos (diversity, male/female,
clothes, ages, ethnicity, food and
drink) and backgrounds (flags,
buildings, driving on left/right,
registration plates),
working days and times, and
numbering systems e.g. weights,
measures, dates and currencies.
Ensure that the overall messages are
appropriate for the target audiences
and dont have any references to UKspecific concepts.
Build relationships
Communicate frequently with your
international contacts to build
successful business relationships.
This will need more than just written
contact, in particular in cultures where
personal contact by phone and faceto-face is important.
Translation
Clear, unambiguous translation is crucial
to effective international business
communication. Good quality translation:
shows respect and commitment,
helps open up new markets, rather than
relying on those that are
English-speaking, and
means your messages are reaching
decision-makers through the use of
language which is appropriate for the
target market.
Further detail on the translation
process can be found overleaf.
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communications

Translation
16
Translation is the process of converting

written text from one language into
another. Translation requirements
usually fall into two broad categories:
outgoing texts which you wish to send
to business contacts and incoming
texts or published materials which you
need to understand.
Outgoing messages
Eight steps involved in translation
1. Decide which documents need to
betranslated.
2. Clarify where material is to be used
(this is particularly important for
languages such as Spanish, which
areused in more than one part of the
world).
3. Ensure that the basic design, layout
and content will work for all the
markets you are targeting, e.g. be
aware that some languages are
much longer than English and that
others are written from right to left.
4. Reduce the amount of text and
remove repeated sections.
5. Check your English text for any
possible ambiguities and simplify
itwhere possible.
6. Find and brief an appropriate
translator or translation agency.
7. Review translated text (the agency or
translator should manage this).
8. Arrange proof-reading of final version
ready for publishing (this may well be
a good task for a contact such as a
distributor or agent).
Incoming messages
Online translations (e.g. Google
Translate or BabelFish) are becoming
ever more popular, and are improving all
the time. They have a valuable role for
smaller exporting companies where they
can be extremely helpful for getting the
gist of incoming enquiries or a research
report. More sophisticated translation
services can then be commissioned, for
example if the enquiry looks interesting
or if the research report looks relevant.
However, online translations
should not be used for outgoing
written communications, where
they can portray a negative image of
the company, which can be damaging.
They are not recommended for
websites either, as according to Google
Automated translations dont always
make sense and could be viewed as
spam. More importantly, a poor or
artificial-sounding translation can harm
the perception of your company.
07/06/2013 15:48
17
Translation providers
An agency is likely to be the best solution for a
text which needs to be translated into a number
of languages. An individual translator may be a
more cost-effective solution when there is only
one target language. Aprofessional translator
with several years relevant sector experience,
translating into their mother tongue, should
provide the best result. You should also look for a
supplier who guarantees confidentiality and has
suitable insurance.
Suppliers can be sourced from the industrys
professional bodies. Theseare:
the Chartered Institute of Linguists
www.iol.org.uk,
the Institute of Translation and Interpreting
www.iti.org.uk, and
the Association of Translation Companies
www.atc.org.uk.
Glossaries
Glossaries can be useful tools to help with
understanding amongst staff and overseas
partners. They consist of industry or companyspecific terms together with a short explanation,
and can include acronyms and abbreviations.
They should be built up over a period of time,
so that many staff members can provide input
and new terms can be added as needed.
Photographs or diagrams should be added
wherever possible. For a multilingual glossary,
translations should be checked by somebody
whoknows the industry.
Guideline costs for using a translation agency

(freelance translators generally charge 40% to 70%
ofagency costs)*
English to Western European
languages
100-150 per 1,000 words
English to Central/Eastern
European languages
120-175 per 1,000 words
English to Asian languages
150-200 per 1,000 words
We ask our distributors

to translate content for
local websites, or at least
check and localise existing
translations, which ensures
the language we use is
right for our audience and
does not fall foul of local
culturalnuances.
Powerbronze International, West Sussex
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communications

International web presence
Nearly all companies today have some

form of web presence, ranging from a
simple website through to a number
of interlinked, multilingual, localised
websites including use of social media
platforms. Maximising the potential
of the web for international business
involves much more than simply
translating your website; there are many
aspects to consider. You need to think
about the role of the web in your overall
export strategy and how you can utilise
different web tools to support your
international activities. You may need
training to understand the techniques
and processes involved, and are likely
to need to outsource some aspects to
specialist providers.
The first element to consider is your
overall strategy what is the role of
your website? Then you can decide
what domain structure will best support
your international trade objectives.
Possibilities include:
an international section on the website
written in English,
different sections for each country/
region/language, or
a series of localised websites hosted on
local domains in the foreign countries.
The right solution for your business will
depend on a number of factors, such
as the role of different markets in your
export strategy and the resources
(time, money, people and skills) available
in your business.
It is a good idea to start by considering
whether your website is ready to
be viewed by international visitors;
this includes elements such as clear
navigation and suitable branding.
18
Your international website should:

be set up so that multilingual content
can be added easily in the future,
include international content which
is written in International English or a
foreign language, with an international
audience in mind,
have plenty of images (e.g. photos
anddiagrams),
have contact details which make it easy
for international visitors to contact you,
make it easy and straightforward for
international customers to see your
products and to buy from you.
Your website needs to be visible to
customers and prospects; they need to
be able to find it easily when searching
online for relevant keywords in their local
language. It is all too easy to put a lot
of effort into a website but for it not to
be visible to potential customers from
overseas due to poor search engine
optimisation (e.g. the wrong choice or
under-use of keywords for a particular
market). A specialist provider in
multilingual search engine optimisation
might be required.
We redesigned our website with

export communications in mind.
The website has become a critical
element of our sales operations,
with over 90 per cent of sales
enquiries coming via the site.
Formseal, Staffordshire
07/06/2013 15:49
Companies with a more

sophisticated international
webpresence:
might be listed on international and
in-country directories,
might participate actively in local
language forums and blogs,
may work closely with their agents
and distributors to develop partner
websites, and
are likely to be active on relevant
social media for the local market.
Whatever international web strategy

you decide upon, your activity needs
to be carefully monitored using a
program such as Google Analytics,
which can provide a host of statistics
looking at your websites activity
levels, search terms used, location of
visitors, referral sites, etc.. You also
need to have a plan in place to handle
enquiries generated by your web
presence (e.g. by phone or email) inan
appropriate manner.
We translated our international

website into five languages, and
developed a powerful social media
campaign for local markets. This
led to a 23% increase in website
export sales.
You can commission an Export

Communications Review (ECR) to look
specifically at how to internationalise
your web presence. Our Export
Communications Consultants have upto-date knowledge about all relevant
matters, ranging from promoting your
website by using multilingual search
engine optimisation through to best
practice for international content on
your website.
Sharpham Park, Somerset
07/06/2013 15:49

communications

Handling international enquiries
20
Successfully dealing with enquiries from potential and existing

customers is a key part of business success. Incoming phone calls
and emails must be understood, prioritised and responded to in a
way which the sender expects, regardless of the origin of the enquirer.
Some of these enquiries are likely to be in aforeign language.
Steve Allen/Stockbyte/Getty Images
From your website, you may receive

contact us requests which are not
in English.
Potential customers who dont
speak English may phone in to
yourswitchboard.
You may receive an order which
doesnt make sense, e.g. the wrong
specification of a part has been
ordered and you need to contact the
customer to clarify their requirement.
You may get an email with an
accounts query.
Possible barriers
Once a business is exposed to the
global marketplace, which can happen
any time after developing a web
presence, enquiries can come from any
part of the world, in any language and at
any time of day. The expectations of the
enquirer can also be varied regarding:
the timing or level of detail of
theresponse,
who they expect to respond to
them,and
what language they expect the
response to be in.
In order to maximise your export
success, your company will need
toput plans in place to:
establish the content and priority/
urgency of enquiries, and
respond quickly and efficiently to all
important international enquiries.
This will mean that people making
enquiries from overseas will know that
your company is interested in their
business and is sufficiently resourced
for international sales.
There are many different actions which
an exporting company might find
helpful when looking to improve the way
they handle international enquiries.
07/06/2013 15:49
21
Possible solutions
Language and cultural awareness
Recruit staff with language skills
Outsource your telephone call handling
Make use of intermediaries
Commission some telephone interpreting
Possible solutions
Language and cultural awareness
training (see pages 28 to 32)
It might be useful to train reception staff
in the basics of another language, or
even more than one language, to help
them to greet international callers politely
and correctly. Language training might
also be useful for other members of
staff, so that international enquiries can
be directed to specific people within the
organisation. A small amount of tailored
cultural awareness training could be
beneficial, especially for cultures that are
quite different to our own (e.g. Asian and
Arabic countries), for example making
staff aware of the cultural differences in
using the phone.
Recruitment
It may be appropriate to recruit a new
member of staff with language and
cultural skills, who will handle enquiries
as part of his/her role. Another idea
could be to recruit a student and give
them a specific brief such as to respond
to enquiries, to liaise with clients, agents
and distributors, to chase payment of
invoices or to translate incoming emails.
Tips to help with international

telephonecalls
Have clocks on display which show
the time in key target markets.
Display maps of key target markets.
Provide reception staff with a list of
names of people who may call, together
with notes on pronunciation of names.
Consider preparing a phone
answering crib sheet (e.g. mouse mat
or encapsulated page) which has
common greetings, phrases, numbers
and months, etc., in the main foreign
languages, for any front-line staff.
Follow up phone calls with an email.
Use internationally recognised spelling
conventions such as alpha, bravo, etc.
Share information about the
companys export plans and
aspirations with all members of staff.
Use distinct telephone numbers for
export or for particular target markets.
Link phone calls to the customer
database.
Put times of UK office hours on
your website and details of who will
respond and within which time frames.
Avoid 0800/0845/0870 numbers,
as they sometimes cannot be
accessed from abroad.
If some of your staff have foreign
language skills, they may be well
placed to answer all international calls
(not just in the languages they speak)
as they are likely to have a better
ability to understand broken English
and more empathy with the caller.
Develop a glossary of terms and
provide all members of staff with a
copy (see page 17).
07/06/2013 15:49

communications

22
Intermediaries
Some companies find it useful to
divert foreign language phone calls to
a linguist known as an intermediary
service. An intermediary is a foreign
language speaker accessed either via
the language industry (e.g. a translation
agency or freelance translator) or via
your in-market contacts (e.g. an agent
or distributor). Having a relationship with
an intermediary means that your nonEnglish speaking customers or potential
customers can contact you, through the
intermediary, in their own language.
An intermediary is representing your
company, so they need to be a skilled
linguist. Translation agencies can run
this service for you, at a cost of around
50 per hour* (or freelance translators
could be used and are likely to charge
about 60% of an agency fee). Suitable
professionals could be sourced from the
websites of the Institute of Translation
and Interpreting (www.iti.org.uk) or
theChartered Institute of Linguists
(www.iol.org.uk).
Using a distributor or agent as an
intermediary requires careful planning
and also training.
Outsourcing
Alternatively, you may find it useful to
outsource your telephone reception
function. You can look for providers of
multilingual telephone reception using a
search engine.
Telephone interpreting
Find a telephone interpreter by looking
at the Institute of Translation and
Interpretings website (www.iti.org.uk),
which has a telephone interpreting
category within its member database.
You could also try an internet search on
telephone interpreting. Below are some
tips for using a telephone interpreter.
Identify yourself and explain the
purpose of the call.
Speak directly to your contact and do
not use the third person (he, she).
Speak more slowly than usual.
Information passes through the
interpreter; they are not an active part
of the conversation.
Be aware that you may need to allow
extra time for the conversation due
to cultural or language differences
(more words may be needed in the
target language to convey the same
idea) and to allow for the interpreter
tospeak.
Telephone interpreting rate guide*

Freelance
Agency
English <-> French,

German, Spanish,
Italian
15-25 per hour
30-40 per hour
English <-> Chinese,

Japanese, Arabic
20-30 per hour
30-50 per hour
07/06/2013 15:49
Using International English

on the Phone
Telephone contact with overseas
counterparts is a very important way
of building rapport and developing the
relationship. However, it is more difficult
to communicate in a foreign language
by phone because of a lack of nonverbal cues, variable sound quality and
the immediacy of the communication
meaning there is no time to check
meanings or to go over something again.
Use landlines in preference to
mobiles wherever possible.
Try to make an appointment for
thecall.
Send an agenda in advance
of the call if you can, using a
clearstructure.
Prepare carefully for the phone
call, thinking about the other
participant(s), their level of
understanding of English and of
thesubject matter under discussion.
Use your tone of voice to add
warmth and openness, but avoid
jokes and do not use first names
unless invited to do so.
Use internationally recognised
spelling conventions.
Speak slowly and distinctly.
Avoid acronyms, jargon and
insidertalk.
Check understanding throughout
the call and be prepared to repeat
important points.
Use concrete examples to illustrate
important points.
Send a summary of key points by
email after the call.
07/06/2013 15:49

communications

International visits
24
Successful exporting requires many visits overseas for a variety of

purposes. You might visit for initial exploration of the market, to negotiate a
contract with a potential distributor or to provide after-sales support;
service companies might need to go overseas to deliver on a contract.
You might exhibit at a trade show overseas, or attend an industry
conference. Such visits will expose your company to language and
cultural issues, and being prepared and able to deal with these will
considerably improve the success of your visit.
Business practices also differ

significantly across countries. Meetings
may follow a different format, with
issues such as punctuality, who is
present, forms of address and the
content of the agenda varying greatly
from culture to culture. Exporters want
to ensure that they make a success of
their investment of time and money in
an overseas visit.
who have international experience,

including language and cross-cultural
skills, so consider adding language
skills to new job specifications.
You could also recruit a student or
graduate specifically to help with
international visits e.g. they could be
tasked to follow up leads after a trade
show or to provide support during an
exhibition by interpreting on the stand.
Possible solutions
Language training (see page 28)
Language training may be a worthwhile
investment for a particularly important
target market, for key staff or where
there are already some language skills in
the business which can be brought up to
a level useful for business.
Use interpreters (see page 26)

You can use interpreters that will allow
you to speak in your native tongue, at
the same time and ensuring effective
communication. An interpreter can
put all parties at ease and avoid the
awkwardness of limited language skill;
the use of an interpreter can avoid
costly misunderstandings during
technical settings. Further detail about
interpreters can be found overleaf.
Internal cultural awareness

(see page 32)
Make the most of everyones market
knowledge and experience by having
a system to capture and share this
information. Encourage team members
to provide a briefing or update
presentation after a market visit, and
save their updates in a central location.
Recruitment (see page 32)
As part of a longer-term strategy,
it may be appropriate to recruit staff
Possible solutions
Carry out language training
Develop cultural awareness
(see page 30)
Recruit staff with language
andculturalskills
Use an interpreter
07/06/2013 15:49
25
Using International English during

Overseas Visits
Despite all the advances in technology
which help us keep in touch via social
media and email, face-to-face meetings
are still the best way to develop
relationships with business partners.
Some cultures place a great deal of
value on face-to-face contact.
Presentations
Present clearly and speak slowly.
Make the structure of your
presentation clear, using an agenda
and numbered sections.
Use examples to illustrate your
points.
Explain acronyms in full.
Use non-verbal signals, such as vocal
and facial expression.
Regularly check the audiences
comprehension and be prepared to
revisit important points.
Invite questions, but dont be
surprised if you dont get many.
Meetings
Agree an agenda in advance of the
meeting and exchange background
material in plenty of time.
Use visuals and written notes
during meetings.
Write down important words,
numbers, names and dates.
Summarise discussions and
agreements in writing, e.g. on a flipchart.
Check understanding regularly.
Schedule breaks during the meeting
to allow for the fact that concentration
is hugely increased for those working
in a foreign language.
Dont use jokes or euphemisms,
which can be misunderstood.
Send a summary after each meeting.
Do not assume a smile or nod from
your foreign colleague denotes
agreement. In some cultures, e.g.
Asia, people avoid saying no.
07/06/2013 15:49

communications

Interpreters
Interpreting is the process of transferring

one language into another using the
spoken word. When planning to use an
interpreter, you will need to consider:
What event do you need the
interpreter for (e.g. a conference,
meeting or social occasion)?
Which languages are required?
How many interpreters will you need
(you may need to take professional
advice on this, as it will depend on the
type and duration of the event)?
You can find an interpreter by consulting
the main UK professional bodies,
namely the Institute of Translation and
Interpreting (ITI, www.iti.org.uk), the
Chartered Institute of Linguists (IoL,
www.iol.org.uk) or the International
Association of Conference Interpreters
(AIIC, www.aiic.net). There may also
be an equivalent professional body
in the country you are targeting, who
could help. It is worth consulting the
British Embassy/Consulate, as they
sometimes have a list of interpreters
who have worked with small businesses,
together with tips and advice, and
occasionally even preferential rates.
Provide the interpreter with a
good briefing about your business
and about your objectives for the
meeting/visit.
Give them as much information as
possible to help them prepare such
as copies of the meeting agenda,
information about participants in the
meeting, copies of key documents
anda glossary of terms.
Consecutive (also known as ad-hoc
or liaison) interpreting requires the
speakers to pause about every ten
seconds, to allow the interpreter to
speak, so you will need to allow more
time for your meetings.
26
If you will have an ongoing interpreting

requirement, it can be sensible to work
with the same interpreting team, so
you can benefit from their developing
knowledge of the participants and
subject matter.
At the beginning of the event or
meeting, remind everyone to speak
slowly and clearly.
The British Consulate

introduced me to the
interpreter; all I had to
do was turn up with the
interpreter to conduct the
interviews.
Colortrac Ltd, Cambridgeshire
07/06/2013 15:49
Interpreters are usually paid on a daily basis

(orsometimes hourly, for short meetings), with
a fee agreed in advance for a particular project.
Expenses would be charged to you in addition to
the rate. The daily rate for a freelance consecutive
interpreter in the UK working with common
European languages would be in the range
240 320 per day*. An agency providing the
same service in the UK would charge between
320 and 480 per day*. Costs for more unusual
languages such as Chinese, Arabic and Japanese
are higher. Costs for in-country interpreting vary by
country and project. The Embassy or Consulate will
usually be able to give you an idea oflocal costs.
Benefits of using an interpreter
Allows you to use your native language, at the
same time ensuring effective communication.
Protects your interests during negotiations.
Avoids costly misunderstandings during
technicalmeetings.
Puts all parties at ease and avoids the
awkwardness of limited language skill.
Assists with overcoming cultural differences.
Can provide you with valuable feedback after
ameeting, if the interpreter is working for/being
paid by you.
07/06/2013 15:49

communications

Language training
28
Any language training should be

properly costed, with clear business
objectives, and should form part of
yourexport strategy.
Before you embark on a programme
of language training for company
staff, it is always useful to carry out a
language training audit. This will identify
any existing language skills within
the company and also the languages
and levels of expertise your business
needs, which will enable a plan to be
put together.
In simple terms, the process involves:
deciding who are the key export
staff members,
analysing their language requirements
and existing levels of competence,
setting realistic targets, taking account
of their work commitments, and
finding a suitable training provider, and
agreeing the most suitable location,
learning method and format.
Learning a few meet and greet phrases
in your counterparts language can
help build rapport, but learning the
language more proficiently can make a
real difference to your overseas trading.
Being able to communicate in your
customers language demonstrates that
you are serious about doing business
with them. You may also be able to pick
up background information, cultural
tips and local market intelligence. If you
develop your skills to a certain level, you
will be able to deliver presentations and
product demonstrations, and also listen
effectively to your customers needs
andfeedback.
We have audited the language

skills within the business so we
can make the most of them when
dealing with overseas customers.
Tides Marine International, Dorset
07/06/2013 15:49
Benefits of learning a language

To the business:
research the market more easily,
demonstrate your product directly to end users,
give a live presentation,
listen to your clients needs,
demonstrate your commitment,
negotiate in person,
check out the local competition,
avoid misunderstandings before they arise, and
develop beneficial long-term relationships with
your customers.
On a personal level:
helps you understand what is really going on,
gives you confidence to travel around and accept
a social invitation,
stops you worrying that you may appear arrogant
or ignorant,
stops you being side-lined in a group,
helps you understand what makes your client
tick, and
gives you direct appreciation of your clients
lifestyle and culture.
07/06/2013 15:49

communications

30
Learning a language takes time and

commitment. It might be needed
to meet a short-term operational
requirement, such as basic training for
a receptionist, or it could be a long-term
strategic requirement, e.g. to support a
key export market.
Businesses can choose between a
variety of different training methods.
One-to-one training is ideal for
trainees who need tailored content
and quick progression, but it is the
most expensive option.
Group training is useful when more
than one trainee has similar current
orfuture needs.
Weekly, drip-feed sessions allow for
self-study outside the lesson time
and can be run either during or out
ofnormal work hours.
Intensive courses work well for
trainees who have an existing level
of competence, and who have
an immediate need to boost their
language skills.
Highly motivated learners might find
distance or open learning works well
for them.
A course overseas allows you to
immerse yourself in the language and
culture of a country, perhaps living
with a local family, and this can be
combined with a business trip.
Web-based language learning is
becoming more popular and more
sophisticated, and has the advantage
over distance learning that some
interaction can take place with
fellowstudents.
Another format growing in popularity
is phone-based language training,
usingSkype or another voice over
internet protocol (VoIP) provider.
Language training suppliers can be

sourced from:
the Association for Language Learning
www.all-languages.org.uk/corporate,
the Chartered Institute of Linguists
www.iol.org.uk on Find a Linguist,
choose Find a language tutor, or
your local university or college.
Language training companies would
usually charge 35 to 70 per hour*,
depending on location, the number of
trainees and the level required.
Freelance business language trainers
would typically charge between 20
and 30 per hour*.
07/06/2013 15:49
We have added local

language sections to our
website, have had Polish
language and cross-cultural
training and are beginning
to look at Spanish language
training too. Our activity in
Poland has expanded, with
contacts and performances
no longer limited to Krakow,
whilst our bookings have
trebled. It is a similar story
in Spain.
Britten Sinfonia, Cambridgeshire
07/06/2013 15:49

communications

Cultural awareness
Culture influences most aspects

of our lives: the way we dress, eat,
communicate, solve problems and
do business. If you want to trade
internationally, you will need to market
your business, negotiate contracts
and sell your products abroad. To do
this successfully, you need to develop
certain attitudes and skills to enable
you to interact effectively and in a
way whichis acceptable to people
ofdifferent cultures.
Learning about different cultures
before you trade internationally is
invaluable. There are three main types
ofintercultural training course.
1. Cultural briefings preparation for
a particular region or country, often
before regular travel or secondment.
2. Specific skills for target markets,
e.g. negotiating with individuals of a
certainnationality.
3. General courses giving an overview
ofcultural differences and how best
todeal with them.
Consider whether you need tailored
training for a group of people within
yourcompany, or whether individuals
can access open-enrolment courses.
32
Cultural research
Learning about different cultures before
you visit a new export country, or in
advance of a trade show or conference,
can make a real difference to the
success or otherwise of your visit. Whilst
in-depth professional briefings would
be ideal, it can still be very helpful to
conduct your own research about some
of the main points of business etiquette
in the market you are targeting.
There are many websites, books and
articles which give general and regionspecific intercultural and business
etiquette advice. These can be very
effective tools to equip you with practical
knowledge ahead of a trip. You will need
to know the etiquette surrounding gift
giving and entertainment and also how
to greet your counterparts appropriately.
The commercial officers at diplomatic
posts overseas can also give input on
matters relating to local language and
culture, such as whether your product
or brand name has any negative
connotations in your target market.
Freelance cultural briefing consultants

can be found via the Chartered Institute
of Linguists (www.iol.org.uk). TheSociety
for Intercultural Education Training
and Research (www.sietar.org.uk) may
also be able to offer ideas for cultural
briefingproviders.
Rates are likely to vary significantly.
One-to-one intercultural training could
cost from 50 per hour to 1,750 per
day*. Group training could range from
500 per half day to 2,250 per day*.
07/06/2013 15:49
Useful websites
www.ukti.gov.uk
Go to the Export section of the website,
choose your country of interest, then
select the Country Advice or Doing
Business section for Doing business
in guides.
www.executiveplanet.com
Free business culture guides on over
40 countries. Includes sections such
as Appointment alert and Lets
make a deal.
www.kwintessential.co.uk
Etiquette, customs and protocol guides
on over 80 countries, also available as
an iPhone app. They have expat guides
for European countries, for people
relocating to Europe, and cross-cultural
quizzes. This is all accessible from the
Resources tab on the home page.
Phrase books such as the Berlitz or
Collins series and culture books such as
the Culture Smart series can also be a
very worthwhile investment.
We built a close relationship

with a local partner covering
Qatar, Bahrain and Saudi
Arabia, which proved vital
to navigating sometimes
complex cultural and
language issues.
Receptors Security Systems, Hertfordshire
07/06/2013 15:49

communications

Recruitment
34
Having multilingual staff can help you improve your companys

international communications and overcome some of the barriers
faced by exporting businesses. Staff with target language capabilities
and knowledge of local customs can be very helpful in establishing
fruitful overseas business relationships and winning international
contracts. They might also have useful contacts and canusually offer
helpful insights into the marketplace.
Foreign students can provide a
valuable resource, particularly for
short-term projects, via internships
(around eightweeks) and placements
(around 36weeks).
Benefits
Recruitment support from
educationinstitutions.
Students should have language
capabilities, knowledge of country/
culture, academic experience.
Points to note
It is a two-way process, where
students provide your business with
knowledge and skills, but you will need
to provide guidance and business
development experience.
The student may have little relevant
work experience.
Restrictions apply for foreign
nationalson student visas.
How to recruit students
Create a job profile including details
of your company and products/
services, a description of tasks
to be undertaken, payment/other
remuneration, skills required, etc.
Consider using specialist recruitment
companies or student work
placementorganisations.
Contact student placement offices
atcolleges or universities.
Try networking communities and

sector-specific work placement
organisations.
Longer-term recruitment options
Universities
Language service companies
Online recruitment resources
Your own website
Social media platforms
Trade associations and
membershipbodies
Specialist recruitment and
head-hunting agencies.
Rates for students from
7.50 to 15 per hour*.
Internships are difficult to cost as higher
education institutions offer different
programmes, depending on what
funding they have secured.
Graduate recruits are salaried, and pay
varies according to the role and skills
required, the location and responsibility
of the post.
Multilingual recruitment agencies
typically charge around 50 per hour*
forshort, one-off projects.
07/06/2013 15:49
Sources of support
Export Communications Review

Contact the ECR team by telephone
08450 342111, email info@ukecr.co.uk or
visit the website www.ukti.gov.uk/ecr.
UK Trade & Investment
Visit the UK Trade & Investment website
(www.ukti.gov.uk), click on the Export
tab, and then use the Contacts in your
region section to get in touch with your
International Trade Adviser. You can look
for in-country contacts by selecting a
country on the world map or using the
drop down menu.
Professional bodies relating to
language and culture
Chartered Institute of Linguists
www.iol.org.uk
Association of Translation Companies
www.atc.org.uk
Institute of Translation and Interpreting
www.iti.org.uk
International Association of Conference
Interpreters (AIIC)
www.aiic.net
Association for Language Learning
www.all-languages.org.uk
CILT, The National Centre for Languages
www.cilt.org.uk
SIETAR, The Society for Intercultural
Education Training and Research
www.sietar.org.uk
07/06/2013 15:49
Copyright
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communications
Published May 2013
by UK Trade & Investment
Crown Copyright
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