In today's multilingual marketplace, companies are finding it more necessary to utilize business translation services. Cultural awareness also comes into play when using business translation and the success of a commercial enterprise depends upon effective intercultural communications skills.

The market is flooded with organizations that offer business translation services. You can search your local phone book or the Internet and you'll find many of them. So, in choosing a service provider to translate your documents, you need to be very careful and research them fully. Their knowledge of cross cultural differences between nations or regions need to take top priority, so finding a good business translation services agency is pivotal and the decision should be taken seriously.

There are many factors that need to be taken into consideration, such as colors, shapes and words that when translated have a vastly different meaning to other cultures. Things can go wrong easily if documents such as contracts, proposals or financial documentation are translated poorly. This can cause a financial loss or even the loss of a business relationship.

The training in business translation should be one of understanding intercultural differences. Here are some examples of not understanding those differences prior to marketing.

* Pepsodent marketed toothpaste in Asia by stating that it "whitens your teeth." The only problem with that is the local natives chew betel nuts to blacken their teeth which they find to be attractive.

* Kellogg had to rename its Bran Buds cereal in Sweden, because when translated it meant "burned farmer."

* Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi." Translated, it read "Pepsi brings your ancestors back from the dead."

* A cologne for men pictured a scene with a man and his dog. It didn't do well in Islamic countries, because dogs are considered unclean.

* American Motors tried to market its new car, the Matador, based on the image of courage and strength. However, in Puerto Rico the name means "killer" and was not popular on the hazardous roads in the country.

Understanding these cultural disparities helps create clear and concise communication, so there are no barriers. It opens the door for future business dealings and builds trusting relationships abroad. Doing business with international clients requires a lot more than just understanding the rules and regulations. If one doesn't have the knowledge about a client's culture, it can be interpreted as disrespectful and can also cause the deal to be lost and possibly the loss of a new client.

In today's market place business associates are expected to have the knowledge of and be familiar with other country's conduct and cultural etiquette. You don't want to be caught off-guard or be embarrassed, so do your homework. It is a wise decision to hire a professional company that provides business translation services, so you can be guided by an expert. They will fill you in on every aspect of the process and make sure you are fully equipped to build a solid business relationship.

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About the Author: Armando Riquier is a freelance writer and expert translator collaborating with Tectrad, a company providing high-fidelity business translation services between most of the European languages and English.