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A Quick Fix for Your Company’s Language Itch

By: Jonathan Downie    Date: August 22, 2018

It’s the time of the year where parents and students in the UK to see the results of all their hard work over the past year as the exam results come flying in. Alongside the predictable debates whether exams are getting easier, we now have some interesting discussions over the differences in the subjects that students are choosing. This year, for example, we found that once again, fewer pupils in England and Wales took exams in foreign languages than in the year before. Now businesses are beginning to feel the pinch.

Fewer people with foreign languages means fewer people who can help you win business abroad. Less business abroad means slower growth and less revenue for the business. so what can you do?

It turns out that, despite the entirety of the UK being bottom of the class for language learning, we actually have a surprisingly strong language industry. So, while it might be getting harder to recruit local engineers who speak fluent German, there are lots of excellent translators and interpreters with German who can help in the short-term.

How do you find them? This is a topic I have covered before but it helps to go over the basics.

It always helps to start with you national translators and interpreters association. Here in the UK, ITI, our leading association, has an excellent directory listing all their qualified members, which is searchable according to language and specialism.

Like any other service, you should expect the translators and interpreters working for you to be qualified and verified. Starting with members of a local professional association is the perfect start.

If you don’t have a local professional association, it’s worth using your network. Ask those who work for the same company who they use. Here, you need to be very careful. If they get all their websites translated by Bob from Accounting or ask Sally from Sales to interpret for them, take a step back. If, on the other side, they have had great work from a local agency or an expert consultant, then definitely take their advice.

Now, since you are reading this, you can actually skip those two steps since you already know a consultant interpreter … me! My job as a consultant is to make sure that I don’t just deliver great interpreting, I can build teams of interpreters and translators to make sure that your projects go even better than planned.

So there you have it. While the UK might not be top of the league for language learning, we do have a very healthy language services sector. If your business is looking to grow abroad or start exporting, drop me an email and I will create the team you need to succeed.

 

Do Monolingual Tech Conferences Make Sense?

By: Jonathan Downie    Date: April 9, 2018

Almost every consultant interpreter will have been told at some point that conferences in tech or medicine tend to be English-only. “Everyone speaks English and interpreting is expensive so we just have the entire conference in English” say some organisers. While it seems to make financial sense, is it a good long-term decision?

Let’s start with a story.

I was interpreting at a negotiation. A French company were trying to get investment in their newest sure-fire, profit-making product. At least one of the two senior managers could have managed in English and the investor had decent enough French, so why did they hire me?

The problem wasn’t so much in terminology, although there were terminological differences, but in culture. The investor came from a culture where the point of a meeting was to quickly dive into the financial detail, especially the profit margins and earnings forecasts. He expected that everyone would want to get straight down to the figures and returns.

The French company were into building relationship, talking history, vision, and extolling the virtues of their community engagement. They needed an interpreter not just because of linguistic differences but to help them navigate the cultural difference.

English-only events exist because there is an assumption that people all know the same terms and so they can communicate perfectly. If the majority of the terms are the same in every language, there is no room for miscommunication, right?

Wrong! Just ask the Italian construction industry experts who fouled up a presentation of their company’s best ever project in front of hundreds of other industry bods because they presented in (broken) English, instead of Italian. Ask the British manufacturing company who almost lost a deal because they defined a word differently to a visiting buyer.

Terminology is just one part of language and often, it is the least relevant part. While it is possible to take the idea too far, it is well-known that different languages have different views of the world. A US company might look at a widget and see three parts to it, a company in Germany might see six. In some cultures, it is absolutely vital to show due respect to your hosts with a flowing, artful thank you at the top of your presentation; in others, that marks you out as a time-waster.

English-only events create an illusion of understanding and implicitly exclude ideas and thinking that don’t fit easily into English-language norms. For that reason English-only tech events block more innovations than they promote. How can machine translation experts learn to create more flexible and useful systems if they work, present and test in largely monolingual environments? Why else would so many companies chase after the low-value market for “instant interpreting on the go“, if not because their founders rarely speak anything but English?

The business case for English-only events is becoming weaker as time goes on. We know that people buy more, are more easily persuaded and learn more if they read and hear in their native language. Could it be that they think better and innovate more in that language too? And if that is the case, could it be that interpreting, rather than being a big expense could be the smartest investment that a company can make?

 

If you are looking at making that investment, this free course is designed to help you get the most out of it. Want advice right away? Drop me an email.

The Problem with Remote Interpreting

By: Jonathan Downie    Date: March 20, 2018

[note from the writer]It’s quite rare these days for me to write a post that is not explicitly aimed at potential clients. This one is an exception, although there are lots of things for clients to chew over. All opinions expressed herein are entirely my own.

By the time you read this, the interpreting industry will have had some time to digest the latest move from the leading remote interpreting platforms. We have had product releases and demos, we have had assurances and articles telling us that we had all better sign up now! Now! No, right now! Why haven’t you signed up to be assimilated yet!? Resistance is futile!

And now, in the latest development, which means not much to anyone who isn’t an interpreter, we have the creation of the Interpreting Technologies Alliance (ITA). According to its own website and this press release via Common Sense Advisory, ITA represents a decision by the major Interpreting Delivery Platform providers (that remote interpreting companies to you and me) to work together on “to raise the visibility and credibility of emerging solutions such as remote simultaneous interpreting (RSI) and amplify the presence of interpreting technology in the business community.” That would be marketing and PR then.

There is also a kind of entente agreed between the companies. Here’s another quote from the CSA PR piece:

The six companies agreed to set aside some of the micro differences between their products and interests and instead focus on the common good of pooling resources to develop new market segments. Their main activities will be to jointly engage the private sector and showcase interpreting use cases at industry events and through trade and social media. They also plan a series of joint campaigns to standardize terminology, increase professionalism, educate the market, and raise the capacity of language professionals to meet the needs of the private sector.

On the one hand, it is good to see companies setting aside any rivalries for the greater good but the whole thing opens a few important questions.

First off, why are only technology providers at the table? If the idea is to professionalise the way remote interpreting is delivered (good idea!) and to showcase its uses (again, good idea!) wouldn’t it be good to, you know have some interpreters involved who aren’t on the payroll of any of the big platforms? Or even to invite professionals associations to engage?

The second big question is what exactly is meant by “raise the capacity of language professionals to meet the needs of the private sector”. Since, to quote CSA again remote interpreting has “suffered from a mismatch between product solutions and actual market demand” how do we know that they know any better than currently active interpreters about “meeting the needs of the private sector?” And hold on, aren’t interpreters already doing that and educating each other about that?

The point is that the founding of ITA and its press release so far have simply underlined the longest-standing problem with remote interpreting – it has always been good about generating publicity but its engagement with the supply side, the interpreters, has been patchy. Some companies have done well enough, others have completely missed the boat.

Despite years of development, no-one can say for sure whether remote interpreting is good or bad for quality, good or bad for interpreter physical health, good or bad for interpreter mental health and good or bad for interpreting revenues. That is the main and maybe even the sole message of AIIC’s new position on remote interpreting. We already have burnout issues. Psychologists know that social isolation is a contributing factor to poor mental health outcomes. Might remote interpreting make things even worse? The answer is: we don’t know.

Research on interpreting since the 1990s has shown that in-person interpreted situations across all forms of interpreting are dynamic social environments where interpreters react in real-time to what is said and done. Might remote interpreting break that link and reduce real quality and outcomes? We don’t know.

With unanswered questions like those on the one side and the attempts at shiny PR image-making from remote interpreting tech providers on the other, it is no surprise that many interpreters are sceptical about remote, or at least sceptical about the future of remote interpreting promoted by its most ardent fans.

That’s why, if you get the more astute remote interpreting promoters in a corner and ask them quietly what their biggest challenge is right now, they will tell you that it is still very hard to get experienced, excellent interpreters to sign up. Yes, you get some cheery early adopters. Yes, you can do nice demos. But still, the biggest tension in remote interpreting is on the supply side, not the demand side.

The biggest problem with remote interpreting is interpreters. The tech can be as wonderful as you like. You can even do as much PR and marketing as you like but if you can’t get enough expert interpreters onside, it won’t work. And right now, many experienced expert interpreters are sitting on the fence about remote interpreting, if not swearing off it altogether, at least for settings where we currently work in person. Sadly, the creation of ITA and some of the rather unfortunate language around it has not made things any better.

For remote interpreting clients, the biggest danger will be that the supplier can’t find the high quality interpreter that they need. For remote interpreting platform providers, there will always be a tension between wanting to become a platform that supplies everything, including the interpreters (and thereby appearing like just another agency to interpreters and alienating those who want to get their own clients) and being the platform interpreters choose to use themselves (and thereby making it harder to sell to clients directly).

If the focus of ITA is really driving up standards in remote interpreting and ensuring that the interpreting provided is of high quality, the priority has to be knowledge and real partnership, above fancy stands at tradeshows. Invite interpreting associations to send a “lay member” or three to your board. Fund research that generates real, empirically validated data on the things that matter about remote interpreting. Work with mental health experts on preparing interpreters for the shift you see coming.

Please, for goodness sake, do something more than PR and marketing. The profession deserves much, much more than that!

 

The Day I Made Some Founders Sad

By: Jonathan Downie    Date: March 15, 2018

It all started so well. Two super nice and super enthusiastic founders asked if they could Skype call me to get my opinion on their latest project. As someone who has been known to gripe about people starting companies in the interpreting world without actually having a clue, I was pleasantly surprised and was happy to arrange a time to suit. And then, it all changed.

 

We got the idea from travelling around the world together.

We went to lots of countries where we didn’t know the language and thought “hey, what if you could instantly get an interpreter on your phone at the touch of a button? Then you could chat to literally anyone and get medicine and find directions and lots of stuff like that.”

So, our idea, and you might need to take a minute to take it in, is to build an app where people can get right to an interpreter in any language. It’ll be amazing for travellers and would help interpreters as we are sure there would be lots of work for them. (Cue winning smile). So, what do you think, as an industry expert?

 

Those who know interpreting would have seen hundreds of similar ideas. Very few have any real profile left. In the next twenty minutes or so, I would explain to those nodding start-up founders how the interpreting market works and the reason why so many companies trying to do the same thing have failed.

 

Here it is in a nutshell:

  • The interpreters who are offering excellent interpreting are becoming good businesspeople in their own right. Knowing the true value of their skills has led to them wanting more control over their work. This desire is pushing them to build their own client list consisting of good direct clients and/or established agencies who know the industry well and know how to work with interpreters.
  • This change is prompting a trickle-down effect, where younger and less confident interpreters are beginning to follow the same logic. This is leading in many places to a shortage of qualified/certified/experienced interpreters who are willing and interested in joining platforms for bulk selling their work.
  • There are still many people who are interested in such platforms but they will tend not to have any credentials or serious training. They might be good; they might be poor. The likelihood is that they have never been tested so you can’t know either way.
  • Machine interpreting is almost good enough to take away the need for human interpreters to do the phrasebook “is this the train for Salzburg?” “I have a sore throat” stuff anyway. Basically, if the phrase used to be in those small books you would buy from the airport newsagents before your flight, Google Translate has it sorted.
  • Put this together and you have a perfect storm of massive supply issues and dwindling demand for “on-demand instant human interpreting” for the needs of your typical tourist.

 

By about three-quarters of the way through the call, the smiles had become noticeably more fixed. I really did like these founders. They asked intelligent questions and seemed truly interested in what I had to say.

 

I just wish that they hadn’t chosen the world’s most oversaturated idea for their big business.

 

Before you think that this post is about arrogant self-congratulation, it actually made me realise my own business frailties. At the beginning of my career, I had my sights set on one market and one market alone. I realised that I might not crack it right away so in the meantime, I sold my service through precisely the kind of bulk selling platforms that most green founders think will work for interpreting by app.

 

It’s hard to learn that your marketing and entire business model is flawed. It’s even harder to pick up the pieces and start again. For me, it took a burnout episode and a PhD for the clouds to break. Even now, I am still finessing how I work and how I market.

 

The real lesson of this story is not that start-up founders in interpreting are likely to fail badly unless they ask interpreters first. It isn’t even that the days of finding excellent interpreters on bulk selling platforms of one kind or another are ending. It’s that we all need help and honest feedback, even though it might make us sad. Being sad today is much more beneficial than losing your house tomorrow.

What Does a Consultant Interpreter Actually Do?

By: Jonathan Downie    Date: March 14, 2018

For most businesses who don’t have an HQ in Brussels, Paris or some other city where conference interpreting is ubiquitous, the phrase “consultant interpreter” will seem entirely foreign. So what is one and what can they do for you?

To answer that question, we need to think about how interpreters are traditionally hired. For many companies, hiring an interpreter means sending an email to an interpreting agency with a brief for the event, sending over documents and then waiting for the interpreters to turn up on the day.

There is not a lot obviously wrong with that model and, as I mention in my free Buying Interpreting Step-by-Step course, there are times when going to an interpreting agency is exactly what you need to do.

Yet, there comes a time in many businesses where running international events becomes a regular feature of your work. There might also be occasions where the event is so special or so valuable that you want greater partnership than the traditional agency model can easily provide.

This is where consultant interpreters come in. As both a practising interpreter in their own right and someone who knows how to build specialist interpreting teams, they know how to match your exact needs with interpreters on the market. They will know who is excellent for sales events and who is better in board meetings. Why? Because they will tend to have worked alongside the people they recommend and will have first-hand experience of their strengths and weaknesses.

As well as building you a custom interpreting team, a good consultant interpreter will also have relationships with suppliers of interpreting equipment. That relationship alone could save you hours of frustration!

Lastly, here’s something that few people know. Consultant interpreters really are consultants too. If you have a question about the best order to speeches to keep people awake or the right interpreting equipment or even the best way to address guests from different countries, ask your consultant interpreter. They will have the knowledge and experience to either answer those questions themselves or find you the right person to answer them.

 

Now that you have seen what a consultant interpreter can do, isn’t it time you chatted with one? Drop me an email using the contact form for a free Skype chat to see how working with a consultant interpreter could super-charge your business.

Should suppliers pay to speak at tradeshows?

By: Jonathan Downie    Date: February 26, 2018

In the past year I have been invited to speak at two different, but equally prestigious tradeshows. Both attract an audience of my ideal clients and both are free to attend. But my invite to speak came with a catch, the organisers would love to have me speak … if I were only to purchase a stand at the event.

Now, let’s put this in context. As one lovely salesperson at one of those events made clear to me, the “buy a stand to speak” rule mostly applies to suppliers, especially “niche” ones. If you are a buyer or have already made your name, the floor is yours. If your business is in making buyers’ lives more comfortable and more successful, come with cash in hand, please.

Honestly, it is understandable. The truth is that suppliers go to tradeshows with selling in mind and the Return on Investment at any of these shows should easily outstrip the initial investment. Notice the “should“.

There are never any guarantees. Personally, I have seen some sessions at tradeshows where the speaker has obviously done everything they could to attract an audience (and probably paid a big chunk of their annual marketing budget for a stand) only to end up speaking to about three people, one of whom thought this was another session and only stayed because they were British.

And of course, if you are a smaller supplier, the likelihood is that your time in the limelight (if speaking to three people and a few moths can be seen as the limelight) means that noone is there on your stand. What you gain on the possibility of landing new business through speaking, you are losing in opportunity cost.

While I understand the underlying mathematics and logic of linking buying a stand with speaking, the speaker and buyer in me is growing sceptical. As a speaker, I know for sure that a need to sell will kill any talk and, if you have paid significant sums to speak, it will be tough to erase the need to sell from your presentation. Few speakers manage it and so encouraging a “buy a stand to do a talk” model is probably not in the interests of any tradeshow audience, who are there to learn, not to get the hard sell.

As a buyer (and yes I have looked to buy from companies I have met a tradeshows), I really want to see education and selling treated separately. Yes, buyer education is part of the sales process but I personally walk away from any presentation where the two get confused.

If you learn something from someone, you may wish to buy from them. But there is a difference between going to a talk to learn and meeting them with the intent to buy.

I am sure that there are lots of success stories of business people laying out the cash to speak at tradeshows and seeing success. But I have yet to read one on the website of any show. I am sure that there are cases of the pay-to-speak system opening paths for speakers who wouldn’t normally have even gotten near the stage at a big show. But again, I have yet to read one. And I wonder how many excellent speakers it is actively putting off.

Instead, I have read several speakers write rather bluntly and disparagingly about the practice. I have come across stories of people deciding not to attend a show at all when they found out that paying for a stand was a route to getting a speaking slot. I know of one show which saw less footfall last year and can’t help wonder if their “buy a stand to speak” policy had something to do with it.

As a trained researcher, I have to go with the data and at the moment, I haven’t seen any data that shows me that “buy a stand to speak” is in the interests of speakers, their audience or the bottom-line. I would love to see such data. But for now, if I am invited to speak, I will reflexively check if I have to buy a stand. And if I have to buy a stand, I will simply walk away, knowing that there are other, less financially onerous ways to get excellent content to potential clients, especially with excellent organisations, such as Hashtag Events, showing that the practice is anything but universal.

Lessons from Ten Years in Business

By: Jonathan Downie    Date: January 30, 2018

This month, I have the honour of celebrating 10 years in business. It has been a fun, frustrating, incredible, disappointing, worrying, and inspiring journey and so I thought it would be a great opportunity to pass on some of the big lessons I have learned.

  • The path less-taken is the one where the fun is.

This lesson could also be entitled “ignore the platforms” or “never take the first option.” You see, for my first three or so years in business, I followed the crowd in my industry and thought that I would concentrate my marketing on a small number of big, established platforms.

Of course, there is nothing intrinsically wrong with those platforms and I did win one or two long-term clients from there but it is no accident that, as I learned more about business and understood more about my potential clients, I weaned myself off using those platforms for marketing.

No matter how much traffic comes to fiverr or translatorscafe, the fact is that your image on those platforms is largely outside of your control. If they redesign the interface, you have no choice but to go along with it. If they prioritise members who buy super-amazing-annual-gold-star-plus membership, you will lose out if you don’t pay them money all the time.

Conversely, if you choose to get off your butt and try other ways of winning clients, while the results will take longer to come, they will eventually be better. In 2017, I found myself parting on good terms with the very last client I had who had come from platforms and celebrating amazing growth in my client list from other forms of marketing.

  • Get off your butt.

There is a very persistent myth that you can create a super-rich business without leaving your house, purely on social media and online bidding.

While social media is now a vital part of my own marketing, it took me too long to learn that very few clients will pay excellent money to someone they only know from a twitter thread about Boris Johnson’s hair.

The longer I am in business, the more vital it becomes to leave the house: going to tradeshows, networking, meeting decision-makers, doing in-person CPD and even more besides. The stronger the relationship you have with someone, the more of their hard-earned cash they will be willing to spend.

It’s no surprise that my social media strategist and all of my closest business advisors are people I know from in-person events.

  • Leave the echo chamber

Yes, it’s always nice to spend time online and offline with colleagues and yes, referrals are important but all business-people need to spend as much time in the world of their potential clients as they do with people who share their opinions, loves, and obsession with the Oxford comma.

One of the biggest trends I am seeing in my own profession is that the good professionals are becoming less tolerant of online whinging and are instead promoting the view that we should be trying to learn more about our clients. That is a very good thing. The more we learn about our clients, the more we can help them achieve what they want to achieve.

  • Not everyone needs to love you

The corollary to the point above is that it is too easy to get wrapped-up in “reputation management” and “engagement” and try to be all things to all people. Oddly, it was only when I tried to target a niche and actually have opinions that my business really got off the ground. For as long as I was using the same, safe terminology and tactics and saying the same things as everyone else, getting sales was like pulling teeth.

Obviously, you shouldn’t act like a moron or spout derogatory remarks. But you should do your homework and have some kind of opinion. Have something interesting to say and back it up with the way you deliver your services.

Some people won’t like what you do. Some people won’t get it. Some people will tell you to pack in your dreams and get a “proper job”. As long as you are being sensible and not trying to launch a business selling rain to Scotland or selling tulips to Dutch people, and as long as you are willing to learn and adjust, you will be fine.

  •  Never stop learning

I can truly say that I have learned more in the year and a half since I graduated with my PhD than I did during it.

Doing a PhD is incredible but, as much as anything else, you learn how to be critical, generate and analyse data, think and express yourself. Take those skills into the business world and suddenly you have the keys to learn incredibly practical subjects such as business development, market segmentation, funnel creation and networking.

Wherever you are in your career, never stop learning from people in your field and people who can’t even spell your job title! Often you will learn more from “outsiders” than you will from experts in your own area.

 

All these things might sound very general … and they are. Yes, I have learned all sorts of technical and business skills in the past ten years and I still shake my head at the naivety I had at the start. But I wouldn’t have managed to learn all those skills without learning the lessons of taking a different path, getting off my butt to leave the echo chamber, understanding that I don’t need to please everyone and always learning more.

For now, I am excited to see what the next ten years will bring!

 

The Million Pound Reason You Should Still Choose Human Interpreters

By: Jonathan Downie    Date: January 3, 2018

Imagine the scene:

 

It has been a long negotiation. The British company are keen to widen their client base and have managed to secure a meeting with an unbelievably big French buyer. The French buyer wants to secure a more robust supply chain and he knows that this company will deliver.

 

Both companies want a good result. Right now you wouldn’t know that.

 

Right now, they are locked in a corridor-stomping, wall-pointing, chart-explaining disagreement. And it’s not even over something complex. They have already sorted out packaging and delivery, size and spec. But right now they are arguing over quality statistics.

 

And right now, you are about to witness the turning point of the whole meeting, One interpreter, one word, one sudden realisation of what the real issue is.

 

“The interpreter believes there has been a misunderstanding.”

 

Those weren’t the exact words I used but the meaning is the same. Within less than five minutes, the disagreement was resolved (you will have to wait for my next book to read exactly how). Within less than two hours, clearance was given for a test order, which would be the last hurdle between the British company and a contract worth several million pounds.

 

The truth is, the success of most meetings depends on more than accurate interpreting. For meetings to work, you need interpreters who are sensitive to context, able to spot and resolve cultural miscues and shifts in nuance and professionals who are brave enough to make intelligent decisions.

 

One day, we might have apps that can deliver perfectly accurate interpreting. Between some languages and in some subjects, machine translation is already delivering acceptable results for written texts using controlled language. But what stands between you and the sale is rarely “accurate interpreting.” What you need to succeed is excellent interpreting.

 

And, for the foreseeable future you will need humans for that.

 

If your company is heading for a conference or meeting that just has to be right, I can build you an interpreting team that delivers when it matters most. Drop me an email to set up a free, no obligation skype meeting.

What Nelson Mandela can Teach Business Owners

By: Jonathan Downie    Date: September 27, 2017

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” 
― Nelson Mandela

One of the most inspiring figures in history, Nelson Mandela’s legacy is simply incredible. Everyone knows about his  work in fighting apartheid and leading South Africa. Yet, as inspiring as he is, one of his pithiest quotes is often forgotten.

In a world driven by information and communication, it is striking how many companies still have the attitude that everyone speaks English, so professional translation and interpreting are pointless. The bare facts show them to be wrong.

The All Party Parliamentary Group for languages has shown that, in the United Kingdom alone, companies miss out on £48 billion worth of contracts each year due to a lack of language skills. Research from Common Sense Advisory has found that 75% of consumers prefer to buy in their native language and nearly 60% of consumers will never or only rarely buy from English-only websites.

And, no, machine translation is not enough to bridge the gap. We only need to peruse the numerous examples of poor machine translation found around the web (supreme court beef, anyone?) to see why professionals are still needed. When it comes to interpreting, the results are even more striking, as can be seen from this video of a so-called “translation earpiece” in action.

Human professionals will always deliver a better job. Only last year, I helped a company land a seven figure contract by smoothing out a cultural misunderstanding during an interpreting assignment. Machines won’t do that. At best, they just tell you what the person said.

Interpreting makes a difference. You will always be more convincing when working with a professional than you will be without them. If you are looking for your business to reach international markets and persuade buyers who don’t speak your language, it’s time we talked. Drop me an email to see the difference professional interpreter can make to you.

Interpreting is Expensive … But the Alternatives Cost More

By: Jonathan Downie    Date: August 8, 2017

It’s always a surprise when event managers receive the response to their Request for a Quote for interpreting at an event. Even the simplest simultaneous interpreting setup seems to cost thousands of pounds. Is it really worth it?

 

There is no getting away from the fact that interpreting is expensive. And while the traditional justification has been to write long posts on how hard interpreting is (and it is hard) or to talk about the training interpreters have to take to be able to deliver at a high level (lots), that doesn’t mean a lot to you. No matter how good interpreting is, if it has no value for your company, it won’t be worth it.

 

One common response to the cost of interpreting is simply to decide to do everything in English. In some cases, that might seem like a very good short-term decision, especially as English is a global language. But what works in the short-term is often ruinous in the longer-term. Statistics from the House of Lords showed that companies in the UK lose out on £50 billion worth of contracts each year due to a lack of language skills.

 

English-only meetings and events might be cheap to set up but by displaying a lack of cultural awareness and language abilities, you will be putting customers off rather than winning them over. Conversely, when potential customers see that you care enough to have professional communications in their first language, they are more likely to see you as trustworthy and be more comfortable parting with their cash.

 

Choosing to do business in only one language leads to inevitable communication struggles. Every conference interpreter can tell stories of speakers who really should have used the interpreters that were available. For me, one of the most striking stories happened at a specialist construction event. Two Italian businesses had the opportunity to showcase their work. The first team presented in broken English, even though there were Italian to English interpreters available. The team from the second company noticed the train wreck that ensued and decided to speak in their best, most powerful Italian, which was then interpreted into English and then into French, Dutch and Spanish.

 

The difference was most noticeable after the break, just by looking at the number of visitors to the booths rented by each of the two companies. The first team, who used broken English, found themselves alone and bored while their competitors, who realised the power of interpreting, found themselves swamped with interest.

 

If there is a single best advertisement for the ROI of interpreting, it came last year, when I was interpreting for a British technical manufacturer, hoping to woo a French buyer into placing a large order. The entire meeting and the entire contract turned on a misunderstanding of a single word. The only person who realised what was going on and was able explain the problem to speakers of both languages? The interpreter.

 

One interpreter, one troublesome word, one large contract gained by the end of the two days. That was definitely money well spent. Interpreters, if recruited correctly, briefed properly and provided with the right setup will always be worth far more than you will pay them. Their work is the difference between an international meeting that changes the future of your company for the better and one that turns into a frustrating waste of time. Choose wisely.

 

And if you would like someone to help you choose interpreting that will deliver great value for money at your events, drop me an email.