Don't let profits get lost in translation

Translation and intellectual property search company RWS Group explains the commercial reasons for using effective and professional translators.

Most successful businesses take pains to ensure that they communicate effectively with their clients in their own country, but not all put the same effort into relating to those who speak a different language.

In today's international markets there is often little to distinguish one product or service from another, so the way in which a company deals with its prospective clients is even more critical to commercial success.

When you communicate accurately and fluently in the language of the country, you are demonstrating respect and commitment to the market and an understanding of its culture.

In many parts of the world, you and your company must win social and cultural acceptance well before products, services or prices are even mentioned.

Most buyers will not expect all your staff to master the finer points of the local language, and this will make them even more dependent on printed materials for a better understanding of your company and what it has to offer.

If you have taken the time and effort to make sure that sales, technical and contractual documents are all in the local language, you are already in a stronger position than your less professional competitors.

Isn't English the International Language? Claims that around a quarter of the world's population speak English can be misleading.

In reality while you may well find that your contacts do speak and understand English well, many will only have a limited grasp of the language, without the ability to understand the complexities and nuances of most business documentation.

There are over 100 million German speakers in Europe including Austria, Switzerland and Eastern Europe, as well as Germany.

French extends into Canada and parts of Africa and Spanish is the fast-growing second language of the USA.

Even where your contacts are thoroughly at ease with English, using the local language proficiently will reduce the potential for misunderstandings, show your commitment and professionalism and build a positive reputation in your chosen market.

Low cost path to high-cost errors.

The facts that millions of people speak French, German, Japanese, Russian or whatever language you need does not mean that they are all capable of producing lucid, grammatical, persuasive and accurate translations of what may well be a highly technical or complex subject.

The professional translator (and you should not consider using any other kind) will be trained in the skills of language and interpretation, translate into his or her native language and should be either qualified or knowledgeable in the particular subject.

Some companies choose to have their in-country distributors translate their material (this is especially true of companies expanding into China).

Although the distributor has the company's best interest in mind, and also has knowledge of the company's products or services, they are not professional, qualified translators.

Your translator should have recent contact with his or her own country, to be aware of current terms and phrases.

Advances in technology produce new concepts and terminology which can cause problems for anyone not in touch with the latest developments.

RWS staff are technically experienced and members of relevant professional organisations, which helps them stay aware of developments in subjects as diverse as pharmaceuticals, biotechnology, electronics and engineering.

While every business seeks to control costs, paying for skilled and professional translation is one of the best investments the serious exporter can make, when you consider the potential disasters inaccurate or misleading translations can cause.

Even a comparatively simple matter such as reprinting incorrect brochures or documents can easily run into thousands of pounds.

Any dispute or misunderstanding may hit profits or even lead to the loss of a contract; and if legal action ensues, the cost of accurate translation will appear tiny in comparison.

How to select the right translator.

Once you recognise the value and importance of having your company presented in an accurate and positive light in your potential export market, you are well on the way to avoiding the worst pitfalls.

A few simple checks and questions will help you to succeed in finding the most suitable translator for the task.

Make sure that the translator is working into his or her native language.

Look for experience in the type of work required - translating technical manuals and promotional materials call for different approaches and skills.

Most translators have areas of knowledge and expertise essential to provide accurate and usable results and you should check that they have some knowledge and experience in your particular sector.

Scientific and legal documents for example will best be handled by translators with proven experience and expertise in the relevant field.

Check if your chosen translation company has a system of checks and quality procedures in place.

Even the most meticulous translator can make mistakes, which procedures and supervisory checks operated by ISO-accredited companies such as RWS Group will pick up.

It is always helpful to give the translator as clear a brief as possible, including any previously translated documents to help ensure accurate and consistent terminology.

Does your translator have access to and the skills to handle different formats? Not just able to handle a word-processing package, but aware of the implications of using software and website technology when moving from one language and culture to another.

Technical documents often need to be reformatted and redesigned after the initial textual translation.

Graphics may require adjustment or review, to make sure they are acceptable to a new audience.

RWS staff have access to a wide range of PC and Mac software packages such as Quark Express and Framemaker, and translation and text extraction tools, with the ability to handle PDF files, graphics and illustrations.

Website localisation calls for additional skills and expertise, where the ability to produce an accurate and faithful textual translation is only one part of a complex series of procedures, to ensure that a website or intranet is clear and understandable in the chosen language.

Finally make your translator or translation company part of your marketing communications team, not just someone you call in at the last minute.

If you are dealing with a professional and experienced organisation, their knowledge of the subject and your target market may help to ensure that your documentation will give you the vital competitive edge - wherever you do business.

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