A few years ago, I worked for a company that was negotiating to purchase a Japanese pharmaceutical firm. We were competing against three other non-Japanese companies in our negotiations.

I was resident country manager at the time, and although I spoke Japanese sparingly, I convinced my company to hire an interpreter for our negotiations. Two of the other three competing companies did not hire their own interpreter, choosing instead to rely solely on the interpreter who worked for the Japanese company.

I further persuaded my company to let me interview several interpreters and, once we hired one, spend several days before the negotiations briefing and instructing him on the nomenclature of our industry, the operations of our corporation, and our strategy and areas of concern during this negotiation.

The result: we purchased the Japanese company for less money than two of our competitors offered.

I learned a few lessons from this successful arrangement. First, screen your potential interpreters before you hire one. Second, train your interpreter beforehand in the language of the industry in which you are operating. Third, coach your interpreter on your strategy and relevant considerations.

Once you begin your meetings where the translator is present, make sure you give your interpreter time to translate one point before you move on to the next. Do not put out many thoughts at once, and do not keep talking while your interpreter tries to repeat what you just said.

The New World Dictionary defines translate: “to put into the words of a different language.” But keep in mind that there are several types of translation.

The first type of translation is informal such as personal emails, memos and notes that are translated from the “source” language into a “target” language. A person bilingual in both languages can usually complete this task.

The second type is the formal translation required for contextually sensitive documents. This necessitates a qualified professional translator. Use formal translation when working with technical brochures, operating manuals, legal documents, memos of understanding, sensitive press releases and, of course, your website. 

A formal translator should exhibit two skills.  First, this person should be a proficient native speaker in the “target” language.  Second, this person should be experienced in the nomenclature of the industry and application of the “target” language.

A localized translation makes sense and flows smoothly to your target audience.  It makes your company look good in the eyes of your customers. It can also help you generate additional sales and reduce complaints or misunderstandings that can cause costly and time-wasting repercussions.

View the Complete January 2003 Newsletter