English may be the leading international business language and UK companies may still have a head start in the 53 Commonwealth countries where English is spoken, but the National Centre for Languages says that three-quarters of the world’s population speak no English and 94% of English speakers do so only as their second language. Chinese is the most widely-spoken language, followed by Spanish and then English.
When the British Chambers of Commerce (BCC) asked almost 3,500 of its members for reasons why they did not export to Europe, 11% cited language barriers and 5% cultural barriers.
Isabella Moore, former president of the BCC and managing director of Leamington Spa-based Comtec Translations, says the survey showed that on average small businesses were losing up to £250,000 a year in orders due to a lack of language skills.
“You have a school of thought that you manage in English. But when you look at our export successes, we do best where English is spoken widely,” she says. “Then you look at countries like Spain and Italy, where we don’t do as well proportionately. Look at South America and it’s only a fraction of our overall export figures.”
Prof Foreman-Peck also found that British exporters are not benefiting from others’ willingness to learn English to the extent that they may believe. Analysis in the US found that online buyers with poor English were six times less likely to make a purchase than those with good English. The research also showed the customers were willing to pay more if the website was in their native language.
The BCC research found that the main reason why companies choose a particular export market is because they know there is
potential demand and feel able to secure sales, but 14% said they were attracted because of linguistic and cultural similarities to the UK.
However, businesses in the same survey did not see securing better language skills as a priority. Only 5% of the companies polled said they would welcome subsidised language training.
Similarly, demand for an “Export box” all-in-one starter package launched by UK Trade & Investment in June, which included translation services, has been slow.
The package included subsidised website translation and redesign to target a foreign-language market, a Google adwords campaign, logistics from Royal Mail and subsidised banking services from HSBC.
Mr Wheeldon says there were plenty of inquiries, but a “much smaller number” had actually then bought the service, which costs £3,000. “I knew that we were not great at exporting, but I didn’t appreciate the fear and anxiety and the time it takes for people to do it,” he says.
source: Telegraph.co.uk
