Business into Africa profits from good translation services

This is something that even smaller companies are now being forced to deal with, says Louise Robinson, sales director of CG Consulting, a strategic marketing consultancy based in Cape Town, South Africa. "In order to remain competitive, even small to medium-sized enterprises (SMEs) are starting to look further afield to find prospective clients."

Branching out internationally

The firm, which specialises in lead generation, has a division called Database 360 that is solely dedicated to creating databases for companies aiming to do business across various sectors throughout Africa and the Middle East; regions where it is not unusual for languages and customs to differ vastly within borders and even within a city or town's limits.

It employs native French and Arabic speakers. "When clients approach us to compile corporate marketing databases of companies and prospective clients in their target market, we take the first crucial step into allowing them to branch out their business internationally, making the introduction and explaining what the company and its products or services are all about," she explains.

"Being faced with such a bewildering array of linguistic and cultural diversity can be intimidating to say the least. While misunderstandings can sometimes be amusing to travellers, it can have dire consequences, including serious financial repercussions, when you are attempting a business transaction and trying to close a deal."

Language barriers halt major international deals

Last year, the Economist Intelligence Unit, a business research unit of the Economist magazine, conducted a survey among 572 senior executives. It predictably concluded that poor communication, language barriers and messages that become 'lost in translation', are costing companies a great deal of money, with nearly half of the respondents saying that it has halted major international business deals in their tracks and 64% of them saying that poor communication skills have negatively impacted their plans for international expansion.

Another 75% was of the opinion that their employees' ability to communicate is only average or below average, while 40% blamed it on recruiters, saying they are not trained enough to select people who are 'suited to cross-cultural environments'.

Of course, technology has brought about mobile apps and programs that can translate almost any language on the fly.

"However, anyone who has ever tried to translate a Mandarin document into English via a computer program will be able to attest to the odd results the translator dished up; such programs - although enormously helpful - do have their limitations. Nothing beats native human speakers, which is why even the UN still uses interpreters. There is simply no room for misunderstanding when you are serious about your negotiations."

Respecting other cultures

In addition, using the local language on business documents helps cement the association. "For example, if you are having an event in a French-speaking country, the invitation should be in French, even if some of the speakers will be using English. This not only helps generate interest, but goodwill because it proves that you are prepared to make an effort."

Understanding goes beyond fluency in a foreign language. "It is about comprehending all the various cultural and religious customs in those regions too. Business owners, especially in those regions, hold respect and understanding of their cultures in high esteem. If you show that you are making an effort by hiring someone who is able to communicate effectively, you will make a favourable impression, which will make them far more receptive to forging business ties with your company," she concludes.