Languages Assist Effective Negotiations
Catomance Technologies manufactures speciality chemicals for the textile and leather industry. The company, which employs twenty staff and has a turnover of £3 million, exports mainly to Europe and Asia. As the company is searching prospects around the world, it has translated its literature into French, Italian, Spanish, Japanese, Chinese, Russian and Czech. It has also encouraged its staff to learn a second language, and several staff, including the whole of the sales team, has taken part in a European-funded programme in French, German and Spanish.
These languages are used mainly in discussions with agents and prospective customers. Mike Woods, Managing Director of Catomance: Language and a knowledge of the culture are important to us and we try to at least understand the basics before we make overseas contacts and visits. Mike has recently undertaken a two-week intensive European language course with the intention of gaining a better understanding of the negotiating position when parties on the other side switch to their native tongue.
When Japanese clients visit the company, based in Stevenage, staff at all levels are encouraged to bow on meeting. Although it felt distinctly odd to employees who had not visited Japan the clients reacted very well, says Mike. In so doing, we aim to be sympathetic to the culture of the other party. The company always conducts some of the welcomes or introductions in Japanese using a local translation service who provide an audio tape to aid pronunciation.
One of Catomance's emerging markets is Russia and they have taken on a Russian speaker on a part time basis to make initial sales calls. The company is also revamping its web site to create pointers in other languages to data sheets and product information.
Almost 75% of the company's products are exported said Mike, and we believe attention to the details of language and culture are fundamental to success.
www.catomance.co.uk