How can you use your bilingual skills to build trust with international clients?

Being bilingual as a Director Digital Marketing in Qatar's prominent digital advertising company is vital for building trust with international clients. Utilize your bilingual skills to establish trust through effective communication, understanding cultural nuances, and providing personalized approaches. Offer localization and translation services to adapt campaigns to local markets, showcasing attention to detail. Build strong relationships by connecting on a deeper level and demonstrate transparency and integrity in all communications. Leverage your bilingual abilities to provide valuable local insights, positioning yourself as a trusted advisor. By doing so, you can establish trust with international clients, positioning your company.

Indeed yes. I always begin with Sir, Madam or Miss. For every situation, including when I’m shopping locally or overseas. Most are fine with this. In fact, their eyes glow, especially the sales people, if I am not mistaken, for addressing them by respecting them. I suppose this is what I call, globally accepted way of mannerism of addressing people. Even in my business, I practice this for enquiries and as they become my clients. But when the relationship strengthens further, it’s by name if they are ok with it. Even when in trainings, unless other, the trainers prefer me to address them by their name. I’ll stick with my global & international way of communication.

Having worked as a bilingual trainer for several years, I've found that utilizing the local language can significantly enhance communication. When individuals converse in their native language and know they're being understood, they tend to express themselves more openly and confidently. That's why, in my training sessions, I encourage participants to use the language they are most comfortable with for communication and questions. This approach has a substantial impact on building trust and fostering open dialogue.

Nothing can beat face-to-face meetings, although since COVID restrictions we have learned that not all previous meetings were necessary. In China those meetings are necessary, and ideally include a meal - be it lunch or dinner. For everything else communication is mostly through WeChat 微信: messaging, VoI calls and video calls.

All what's written under "Use clear and simple language" should really get adhered to. When I went to China first I had to rely on our local sales guys to do all the translations for me and for the customers. Over the years - after having learned a fair bit of Mandarin Chinese language - I found out that the command of technical English language of some of our local guys was not that good as they made out to be, and occasionally they translated what they thought either I or the customer wanted to hear. My challenge was to strike a balance between correcting what was said and yet let those guys keep their face!! It is really advisable to learn the other party's language, at least main technical and/or commercial terms!

Being respectful and polite is key for any communication! This also means that the other party's business culture and etiquette needs to be understood. Nobody expects a supplier to know everything about his/her product or service. However it is expected that a promise to find the answer will get kept! Even if the answer is negative, e.g. "I am sorry, however even our technical experts don't know the reason/detail/etc ..." Otherwise credibility sinks towards ZERO

Feedback is necessary even during a meeting, by asking the other party for their understanding in what was said, and in their own words. People mostly forget a follow-up, thinking that the local sales guys are taking care of it. However, depending on the culture, a follow-up at senior management level shows sincerity. And even should the sales guys actually do the same at their level of contacts. By doing so I established a - for a foreigner - quite good relationship with many Chinese customers' senior managers. And since I retired from corporate life and established my own management consulting company, those relationships have led to several contracts!

When you are able to converse with your clients especially if they are the top decision makers in their language or dialect, you first put them at ease. They tend to be more attentive to whatever you're saying as they know they will be able to ask questions beyond the product / services FAQs. If you can go one step further by being cordial and in an informal way by building rapport with the decision maker, you'd not only gotten your foot into the door or go into the room but will be sitting at the table with the decision maker. If they trust you , you will be invited to their inner circle as opposed to your competitors CEO who only speaks his own language.

The key to build trust especially with Asian clients is to speak their language. When I speak Mandarin to Chinese clients, they immediately warm up to me. It has become useful when I travelled with my non Chinese bosses or colleagues. It also allows them to open up more with you. I do the same when I'm in Hong Kong and Guangzhou or Taiwan by speaking their language. It helps to break the barriers down immediately. My advice therefore is not to shy away by using your bilingual skills. It helps to soften the situation and often make your international clients feel a better bond with you.