In the modern business world, it is more important than ever that we manage to communicate effectively and correctly with each other. This is particularly important when we have to talk to customers, as poor communication can lead to lost contracts, thereby reducing your company’s income.
The British economy loses around £50 million every year due to lost contracts. Parliamentarian Baroness Coussins from the APPG (all-party parliamentary group on modern languages) believes that this is primarily due to a lack of language skills among the British people, where three-quarters of the population do not speak a foreign language.
The benefits of being able to communicate correctly with one’s suppliers, partners, and customers are endless, but so are the costs of lacking language skills. This article therefore focuses on what you can do to optimize communication in your company.
English is the primary business language
EF (Education First) carried out a study in 2012 that aimed to investigate which languages would shape the business world in the future. There was no doubt that English would endure as the most widely used of all languages. However, this does not mean that as an English speaker, you can rest on your laurels if you want your business to be at the top.
The ability to speak many languages has become essential to be able to act as a global leader. If your company is to be able to utilize its potential, all communication through all imaginable channels must function optimally. It does not help that your Chinese supplier does not deliver at the agreed time due to miscommunication, or that your buyer orders an excessively large batch of goods.
In cases where the language barrier simply must not be an issue, it is essential for companies that do not have a team of translators to get outside help. After all, an outsourced translation is better than irreparable mistakes.
Language is one thing, culture another
Correct English grammar and fluency can go a long way in the modern business world, but it is not always enough. There is an important element in our communication that is relatively subtle and therefore often overlooked. It is of course the cultural differences that we take with us into the world.
Cultural understanding is essential in both internal and external communication, as we as people like to see our norms and values reflected in the people with whom we communicate. Did you know, for example, that the perception of time as a quantity is interpreted differently even within the borders of Europe?
In Spain and Portugal, for example, it is very normal that deadlines are not met, whereas a deadline for a Danish company is alpha omega. These cultural differences are essential to know if you want your business to run optimally.
Four good tips to optimize your company’s communication
- Remember who you are communicating with
In almost all cases, it is seen that we adorn our texts with irrelevant filler words, inflated language, and/or internal jargon. Simplify the text as much as possible and make sure to avoid the use of jargon, as your recipient will not have to sit and look up words all the time. - Communicate with a uniform expression
As your company grows and more employees are added, you must be aware of establishing some prerequisites for your external communication. For example, if your company focuses a lot on CSR initiatives, these must be reflected in everything that is communicated outside the house. - Invest in translators
It is always a good idea to be able to send material, information, or offers to customers and suppliers in their native language. Therefore, depending on the size of your company, you should consider hiring translators or outsourcing translation tasks. - Think about cultural differences
As mentioned, cultural narrow-mindedness can be a killer even if the communication takes place in writing. A translation only works if phrases and expressions are expressed correctly. In addition, most countries in the world are far more indirect in their language use than we are in Denmark. For example, it is customary in India that small talk is always the initial element in a business context.