6500 languages are spoken by 7bn people worldwide, but almost half claim one of only 10 languages as their native tongue. Depending on your source, the most commonly spoken language varies, but English always figures near the top.
On that basis, it is generally possible to get by if you are an English-only speaker and many businesses do very well without speaking the native language of the countries they do business with. However, buyers today have high expectations of the quality of experience they receive and there are definite reasons why communicating with prospective customers in their own language can give you an edge.
Markets are truly global; we are extending our reach ever wider and competing with an increasing number of businesses worldwide. In a post-COVID, post-Brexit world, businesses need to work even harder to find, secure and retain buyers.
Engaging with prospects in their native language helps establish solid rapport and smooth any cultural differences. If you are doing business overseas in a competitive market, it puts you on a level playing field with local businesses and allows you to have deeper, more nuanced conversations that build trust. Communicating with prospective customers in their own language is also a sign of respect and demonstrates your willingness to tailor your approach to their needs.
It can also significantly enhance the customer experience, making potential buyers feel secure as you guide them carefully and sensitively towards purchase. It allows you to pin-point the issues that matter and the pain they feel and present a carefully tailored solution based on a clear understanding of their needs. Nothing is worse than a confused, disoriented customer, struggling to find the right information, unsure if their needs are fully understood, let alone met, failing to connect with you as a brand.
Creating a native language customer experience goes beyond simply translating your website into a range of different languages. It involves investing in your language skills and expanding your cultural awareness. At The Telemarketing Company, we offer our full range of telemarketing services in 15+ native languages, covering EMEA, APAC and Rest of the World audiences, from market research, call handling and data services to lead generation, appointment setting, full telesales and Inside Sales.
With 30+ years’ experience managing global programmes, we have provided multilingual support to large enterprise organisations including Microsoft, American Express, Dow Jones and Enterprise.
If you would like to discuss how our experience in multilingual telemarketing, lead generation and telephone research can help you drive your business into new territories and market sectors, get in touch.
And, if you are not convinced of the benefits of native language support, our infographic below lists five reasons why engaging with prospects in their native language makes sense.
