of more than one language is helpful in exporting, but it is
not a prerequisite. in international business, knowing how to
speak and write in English is a necessity. However, proficiency in English or any
languages is not a guarantee of export success. Being able to speak and write
in the buyer's language will be advantageous in countries where the use of the
native
tongue is of national pride. Learning a language other than
English in order to export is not absolutely required, as
translation services are readily available in most countries.
Certain countries even have foreign language escort services to
accommodate the exporters' needs. The services
of the foreign language escorts are to translate for and
accompany the foreign buyer on dining and tour. The escort
usually knows very little or nothing about the products of the
exporter.
English is not the official language in many countries.
Learning a language like English can be tedious. It is
important to understand that an English word is not always
pronounced the same way everywhere. The varied
pronunciation is influenced by the native tongue and ethnic
background. There is no such thing as perfect English. It is
not uncommon to hear the novice export person say "I don't
quite understand what the buyer has said" (in English).
Ironically, the export person is often not from the English
speaking country, while the buyer is from U.S.A., United
Kingdom, or another English speaking country. The export
person may have spent several years mastering the so
called correct English pronunciation. A different accent puts
the export person at a disadvantage. The U.S.A., like
Canada, is a multicultural society having a diverse ethnic
background. The people in the United Kingdom usually
speak English, Welsh and Gaelic. Fluency in a language is
merely a tool to facilitate communication. To fully understand
what the buyer says and wants is the essence of export
communication. An exporter having difficulty in conversation
and comprehension seldom arouses the buyer's interest.
Sometimes it may be impolite to say 'No' directly to show
disagreement in such countries as the Japan and China.
'Yes' may mean what is said is understood, but not
necessarily accepted. In exporting and importing, it is
important to say what is meant and to mean what is said.
The exporter must verify with the buyer in case of doubt
about the message received. Do not guess or assume, for
example, that the word "dinero" in the message "We must have the dinero at
6 p.m."
must be "dinner." But the word
"dinero" in Spanish means money. The use of language
'mixtures' in export communication must be avoided because
it may generate confusion.
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