One of the topics that comes up from time to time in the Strategic Export Marketing Program, organized by the Canadian Association of Mining Equipment and Services for Export (CAMESE), is the use of foreign languages in international marketing. Despite the fact that the world usually uses one of Canada’s official languages as the lingua franca of commerce, good business involves the use of languages other than English.
Addressing prospects and clients in their own language is not simply a matter of courtesy and convenience; rather, it is of strategic importance at all levels of business, including marketing, promotion, contracting, sales, manufacturing, training and safety.
Everyone reads and understands his mother tongue faster and better than any second language. Thus, if you want more people to read your brochure, web site or advertisement, it should be in the language of the targeted market.
In practice, the most cost-effective use of budgets for translation is in marketing. This includes brochures, specification sheets, web sites, videos, multimedia presentations and advertisements. Literal translations are often wrong, though they may be understood. The trick is to come up with the best answer, especially with advertising copy, which should be creative while taking into account not only language but culture.
Another problem is contracts in two languages. The costs and effort involved to ensure identical meaning are often prohibitive. In practice, one clause in such contracts usually specifies that one language supercedes the other; thus it’s easier to write the contract in only that language.
This also holds true for operating manuals and alike.
Some companies have been known to promise operating and repair manuals in foreign languages as part of a sales contract, only to find out that it is a complicated and expensive task to prepare and update such documents.
Letters of credit and customs paperwork are usually in English, so as to suit the needs of banks and brokers.
Furthermore, sales visits can be greatly enhanced if your salesman speaks the local language, even if it is only a few words of salutation. If your salesman does not speak the local language, your local representative usually acts as the go-between and his interpretation skills become critical. The ability of your local agent to interpret the client’s needs should be a critical factor in choosing a representative.
In verbal contractual negotiations, especially where the stakes are high, I recommend the use of two interpreters, one for each side. The best strategy is to let the other side’s interpreter do the actual translation while your translator listens to verify that the other side understands what you are saying. They can then prompt you to clarify your point if necessary. Your interpreter can also clarify the other side’s remarks with their interpreter.
So how does one go about selecting another language? In terms of geography, French and Spanish become the most important second languages for most Canadian mining exporters. Many Canadians know some French, and this helps in various domestic markets, as well as those in West Africa, if not France itself.
Apart from Spain, Spanish is spoken in Latin America, with the exception of Brazil, where Portugese is the native language. However, those who speak Portuguese usually read Spanish with ease. Nonetheless, Latin America is a key market for Canadian mining suppliers.
Two other languages noteworthy to the mining industry are Russian and Chinese.
Anyone who speaks more than one language will tell you that proper translation is not easy. A literal translation is usually wrong because thoughts are often expressed differently in other languages. Thus, we are really talking about interpretations, rather than translations.
My suggestions for getting the best translations for the least money are as follows:
– Start by hiring a professional translator. This person should be a native speaker of the language that best meets your needs. The translator should have proper education and credentials, as well as references from satisfied clients. It’s usually easier dealing with the individual doing the work, as opposed to an agency. It may be difficult to find a professional translator with detailed technical knowledge, but any professional translator should have access to technical manuals; hence technical knowledge is usually a secondary consideration.
– Provide proper materials. Be sure that the original text is as clear, concise and well-edited as possible. Provide background information to enhance the translator’s understanding of the subject and any similar documents that were translated into the same language previously.
– Provide commentary. If someone on your staff has the language skills and technical knowledge to read the translated document, he should be the first proofreader. Then, send copies to your local sales representatives and get their response. Any suggestions for improvement should be given to the original translator, and any differences of opinion should be settled between the translator and the person raising the issue.
– Check the final product. Although today’s electronic systems are quite reliable, errors can happen between one computer program and another. Thus, be sure that a competent proofreader vets the copy just before it goes to press.
— The article is an excerpt from a CAMESE bulletin. The author is managing director of the Markam, Ont.-based organization.
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