The following article was originally printed in Sales & Marketing Professional Magazine, 1st of August 2003.

In today's world, business is increasingly conducted on a global scale. However, any company that is seeking to strengthen its presence in a foreign market needs to be completely confident that it is putting the right message across. Before you even think about presenting concepts or products to your overseas counterparts, make sure you've addressed the issue of localisation. The assumption that the campaign or product can 'just be translated' is natural, but it isn't that easy.

Mind your language!

Local markets have specific requirements, not only from a marketing perspective but also from a technical point of view. There are thousands of localisation issues; different address conventions, date formats, and legal issues, to name just a few.

Our experienced Account Managers are more like Consultants. Take advantage of their invaluable sales and marketing expertise, as they will be able to guide you through the pitfalls of presenting to overseas prospects.

When your product is ready for its intended market and you are prepared to give your high-powered presentation, don't take chances. Experienced translators are available to help you converse freely with your audience in their own language. This is also where the translation of your PowerPoint slides and presentation material will come in handy.

The following companies certainly made a mess of communicating with their overseas customers:

• Found in a hotel lift in Paris: 'Please leave your values at the front desk'
• In an Athens hotel: 'Visitors are expected to complain between the hours of 9 and 11 am daily'
• Outside a Hong Kong tailor's shop: 'Because is big rush we will execute customers in strict rotation'
• In a Copenhagen airline ticket office: 'We take your bags and send them in all directions'
• In a Bucharest hotel lobby: 'The lift is being fixed. During that time we regret that you will be unbearable'
• On the menu of a Swiss restaurant: 'Our wines leave you nothing to hope for'

There is an important lesson to be learned: wherever your customers are, talk their language!