Participation in an international trade show is a great and strategic way of establishing business contacts, showcasing goods, and increasing market share internationally. However, this becomes impossible if the exhibitors are from different parts of the world, which means language barriers are always an issue.
Language barriers can be a real issue in a trade show if not well dealt with, but with some preparation and planning, the differences cannot really affect communication. This post will specifically delve into the language barrier issue and suggest how international exhibitors can overcome this challenge.
Research Translation Options Before the Show
Now that you’ve got a clear picture of many shows, it is good to look for other translation options which might be useful before the show.
- Make sure that you hire the interpreters/translators before the trip. Decide whether you need sequential, simultaneous or interpretation services while whispering. It will enable successive responses to the questions after consecutive statements are made. This has the interpreter translating into another language at the same time through the use of equipment.
- Make a set of marketing materials that are in both English and Spanish. Be sure to translate your company brochures, business cards, banners and product information so that you can convey important information to attendees. Ensure that the message is translated into the language used by the potential audience or market.
- Load translation apps. Use mobile software for translation that can be typed, spoken and translated by images. Try to use them before your actual test so that you fully understand their functions. Some of the commonly available versions are Google translators, iTranslate and SayHi translators.
Prepare a Basic Script
Write a simple script, which should be followed when the greeter is welcoming visitors and when delivering the pitch. Include:
- Basic phrases to use while taking time to greet people, inquire how they are doing, and respond to similar questions
- The points being made about your business
- New features in your products/services
- Contact information
Perform this script several times to execute it smoothly. Assume control over the phonetic spellings of what you want to say if you deem it necessary. Remember the statements that are crucial to the case.
Being armed with a script allows one to at least converse at a minimum level about the business, even in the absence of proper fluency in the language. A simple method can be used to pass key messages.
Use of Body Language, Pictures and Overarching Concepts
When verbal communication breaks down, rely on:
- Seeing others smile and other friendly gestures like waving, nodding, and lifting the corners of the mouth
- Pointing and demonstrations
- Brochures and product samples, which is an important aspect of the business, are usually kept in good condition
- Charts/graphs showing data
- Such as pictures of completed projects or products that had been previously developed
The use of pictures and such business terms that are likely to be used in any given language will bring out the desired results. Possibilities like “proposals”, “return on investment” or “contracts” could be comprehended. Remember, some words and phrases are not easily translated and may be misunderstood by speakers of the foreign language.
Strategies to Communicate Your Offering Through Various Non-Verbal Signals
It is crucial to memorize a few basic phrases in several languages. It is unlikely that one will need to speak fluently in the language before the trade show, but knowing some basic polite phrases will do a lot. Master these in at least the main languages spoken by your target attendees:
– Hello/Good morning/Good afternoon
– Thank you
– You’re welcome
– Please
– Excuse me
– How are you?
– Do you speak…?
– I think not; I didn’t quite follow you
These can appropriately be used to greet and make a formal introduction with a view of creating a friendly atmosphere. Any attempt, no matter how small, is appreciated. Nat them down phonetically for your reference. Lastly, do not hesitate to speak to the organizers about the translator services that are available on the site.
Before the show is aired, kindly ask the organizers what service they offer or which vendors they suggest hiring. Whether in a business or personal setting, having someone who is easily accessible for help with quick translation can help avoid the loss of opportunities that come with language barriers.
Invite a Fellow Bilingual Employee or Coworker
When attending the trade show, it is convenient to take a companion or employee who speaks several languages. This means you have an interpreter on standby should the need arise to help in translations during the conversations.
In this case, while recruiting team members who are willing to join you or your company, it is recommended that candidates with language skills that correspond to the targeted markets be selected. If you have product specialists/sales reps for certain territories, bring them to do their presentations so they can address people directly from those areas.
It is always an added advantage to having bilingual team support onsite because it provides you with an opportunity to relate well with the visitors and be in a position to answer their questions in their natural language.
Who You Will Be Interacting With When?
Getting to know the culture of the people you are dealing with is also quite important. This leads to the second aspect of culture, and this involves other aspects of interaction, such as communication style and business etiquette. A culture may consider what is polite or entertaining to others to be different from other cultures.
If possible, try to do some research on the cultures that you may be dealing with at the trade show. Understand expectations around things like:
- This is the standard business etiquette that requires business people to exchange their business cards
- Appropriate greetings/farewells
- It is permissible for them to engage in any of the following small talk topics
- Negotiation approaches
- Decision-making norms
Avoid assumptions. Make yourself aware of any cultural taboos so as not to offend an employee. To effectively prove such knowledge earns respect.
Conclusion
Although language barriers could be a thrilling experience when exhibiting globally, there are basic measures one could take to ensure easy communication. Concentrate on the translation assets, novelties, culture sensitivity and courtesy phrases. In conclusion, if certain strategies are implemented, one should be able to manage various engagements effectively.
It is important to recall once again that trade shows are among the most extraordinary opportunities to extend the business beyond the borders. Language doesn’t need to be a barrier to international relations. Follow the tips outlined below to help you make good presentations of your products in the global market.
