INTERNATIONAL TRADE


Second language for business


Jane Weightman, of Commercial Language Training, discusses how learning the language of your overseas customers can lead to a whole host of benefits.


Everyone recognises the problems that can occur in business when you can’t understand the language of your customers – such as missed enquiries, lost orders, hesitating to pick up the phone to discuss issues and inability to chase payments effectively. Having the confidence to speak the language of your customer and


being able to communicate almost as effectively as if you were communicating in English is essential as part of your export development plan. The first decision to make is


when to start learning the language of your intended export market, and the answer is that it’s never too soon. Plan well ahead as a key part of your export development strategy and don’t leave it until the last minute, as you can’t pick up a second language in a couple of weeks. Weekly lessons – either face-to-face or via Skype – will allow you to


‘Intensive courses are of most value if you can top up your training regularly afterwards’


consolidate what you learn between training sessions, designed to take place over a relatively long period. At the same time as you are undertaking language training, you can arrange to have your marketing material professionally translated into the target language. If you need to get to grips quickly with the basics, then an intensive


(immersion) course might be preferable. If you choose this option, be aware that intensive courses are of most value if you can top up your training regularly afterwards. Most business people learn a second language to help them


Wellington, New Zealand’s capital city


‘Particular areas of opportunity to be found in Australia include the sectors of healthcare, rail and road infrastructure and renewable energy’


Years of economic reform dating


back to the 1980s has made New Zealand one of the easiest countries in the world to trade with, as well as an extremely welcoming recipient of foreign direct investment, evidenced by the fact that the World Bank ranked New Zealand as the easiest country in which to do business in 2017. Companies considering trading


in to New Zealand can expect to find an English-speaking market of 4.6 million people, low corruption levels, a stable political environment and a relatively small but extremely developed market. East Midlands firms have seen a


steady increase in trade with New Zealand over recent years. Exports of goods increased from £34m in 2015 to £47m in 2016, an encouraging rise which is expected to continue in the coming years. The construction sector is one of the largest and fastest-growing


sectors in New Zealand, generating around £17bn gross revenue a year. The most significant opportunities for UK firms are around Auckland’s ambitious infrastructure plans including a rail loop, new waterfront and multiple large-scale housing developments. East Midlands companies in the construction and architectural design sectors can find significant opportunities in New Zealand. While an 11-hour time difference


can make doing business in New Zealand challenging, there are clearly many positive factors making New Zealand an appealing market for East Midlands companies.


If you’d like to learn more about doing business in Australasia, please contact an East Midlands Chamber International Trade Networks Adviser on 0333 320 0333 or via eeninfo@emc- dnl.co.uk


business network July/August 2017 25


communicate with their customers – not because they love languages. Make sure you choose a language training provider that will take time to meet with you, discuss your objectives in detail and assess any current language skills you have. You should then expect from them a very focused, detailed training plan which concentrates on those aspects of the language which will help you in your export development strategy – such as survival skills for travel, telephone skills, polite social conversation and introductions, meetings, presentations, emails, documentation – all incorporating your own work-specific terminology. It will also help if your training provider builds into the programme a


certain amount of cultural and business etiquette as even our closest neighbours do business in different ways.


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