The importance of speaking the same language isn’t lost on global brands like Johnnie Walker. When they went global, they didn’t just do a direct translation of their classic phrase “Keep Walking”, but also included local quotes and phrases that were relevant to each language.
Language is deeply connected to many other aspects of who we are. South African comedian Trevor Noah, who now hosts the popular US programme The Daily Show, insightfully captures the importance of language:
Language brings with it an identity and a culture, or at least the perception of it. A shared language says, 'We're the same.' A language barrier says, 'We're different.' .... The great thing about language is that you can just as easily use it to do the opposite, convince people that they are the same.
This is not just important for personal relationships, but also for professional ones.
Gabriela Kruschewsky, a writer for The Huffington Post, further expands upon this by discussing the benefits of speaking another language. We take a look at the points that are relevant to marketers:
Demonstrate a high emotional intelligence by reaching out to people in their language
Reaching out to leads in their own language isn’t just more effective, it demonstrates that your brand is emotionally aware of the needs of the local people and their culture. This will give you a stronger foundation to work from and help you build more meaningful relationships with leads in a different country.
GCL Direct is aware of how important this is, which is why we offer our B2B telemarketing services in local languages across a number of regions including Europe, the Middle East and emerging BRIC countries. Our multilingual team has almost three decades of experience in offering unscripted, international telemarketing services. To find out more about how our services can benefit your organisation, contact us today.
If you'd like to learn more about the role of emotional intelligence (EQ) in modern marketing, be sure to take a look at our ebook Connect With Your Leads Using EQ.