The British account manager thought she was being appropriately apologetic when she opened the video call with her Japanese client by saying “I’m terribly sorry” about a minor shipping delay. She apologised again during the meeting, and once more at the end, believing her repeated apologies demonstrated proper concern. The Read more
The email arrived on a Tuesday morning, brief and polite, from the procurement director at what had become the company’s largest client account. After three years of successful partnership, they were consolidating their supplier base and would be working primarily with vendors who could communicate effectively in German. The relationship Read more
Whilst your business relies on translation services or struggles through English-only communications with international clients, your competitors are building authentic relationships by engaging directly in clients’ languages. This competitive disadvantage compounds over time as language-capable rivals establish deeper partnerships, win more business, and capture opportunities that English-only competitors never access. Read more