Alamo Europe • Orange • GMSA • Orange SA • Visa Europe |
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Speech written by Giles for the CEO of Alamo Europe (UK) Limited Alamo Europe (UK) Limited Speech for presentation of the Business Language Prize (CILT), Edinburgh, 26 September 2006
Thank you. I am privileged to be the sponsor of this prize. But there’s a delicious irony in my being here to present an award that is particularly close to my heart. The irony is that although I broadly believe in the wisdom of the adage “buy in your own language, sell in the language of your customers” – an adage that the Director of CILT reminded me of recently – I am not great at foreign languages myself. I know enough to get by in a number of tongues, but for the important details I have to rely on the local market knowledge, in whichever country, of the directors and senior managers of the companies in my group that manufacture and distribute our machinery. I rely on them and do my best to earn their trust so that they will supply the details that enable me to shape strategy and check the fluency of my business plan. If I had to give this particular speech in, say, French or German, or Russian, I’m fairly sure that I might sound a bit like a former Prime Minister, Ted Heath, when he famously spoke for the first time at the then ‘EEC’ headquarters in Brussels, following the UK’s entry into the Common Market in 1973. Many people who may have heard that rather delightful speech, spoken in French, will remember a brave attempt at speaking publicly in a foreign language. Prime Minster Heath opened with the words: “Nous sommes très heureaux d’etre parti de la Marché Commin”. But actually what he said was: “Noo.. Somme.. Trays.. Herrer.. Detre.. Party.. De La Marshay Comma”. His crystal clear British intonation rang through these words like a church bell and this opening was enough to have those of us that watched the broadcast, or saw it replayed later, in fits of laughter. But the important thing is that Ted Heath was valiantly and self-deprecatingly paying the then President of the EEC – France’s own war hero, General DeGaulle – the proper honour of speaking ceremoniously in French. I think we should all try to do such honour with our friends and business partners at home and abroad, and I’d like to tell you why. Experience has taught me that there are many good reasons for business people and people generally to try and learn at least one other foreign language as a matter of best business practice. By learning the language of the country in which you are exploring a business relationship, you lever advantage in various ways: You start to understand about the culture of the country and, as your understanding deepens, you notice more about the sub-cultures too - ie the linguistic and cultural variation that applies in the very region in which you are setting up a business relationship as part of your programme of growth. That’s one good reason. Another is that you do not appear arrogant, pompous or downright rude. How many Germans, French, Italians, Russians or Polish citizens come to your school, business premises or corner shop bellowing for attention in their own language? Believe me that is how a lot of Britons behave abroad, without having the faintest idea that they are appearing discourteous or that this might just get someone’s back up. Raising someone’s hackles is not the best way to engage in a business negotiation. On the other hand, even a humble attempt at trying to understand just a single word will often completely disarm your potential business partner – particularly if you throw in a smile or look willing to try their local brew. Now, I’ve mentioned only two reasons and I’m already out of time. If you want to know the other eight to twenty reasons up my sleeve, you might allow me a good class of claret and a sit down first. There’s always more to be said on a subject as fundamentally important as attempting a little mutual understanding. But perhaps I can add one little further point since you still appear to be listening. I said as an opener that I broadly believed in the adage: “Buy in your own language; sell in the language of your customers.” I might in fact adapt this slightly to reflect my own way of doing business: “Buy in the language of your suppliers; sell in the language of your customers.” That way you may well be valued more at both ends of the spectrum. This prize has been well contested and carefully judged. I hope that not only the prize but the event today inspires more people of all ages to learn new languages, or to dust up on the ones that may have become a little rusty. I should add that while I envy those of you who have the time, the patience and the passion to do this, I wholeheartedly applaud the effort. Each new word is a connection that opens doors, spreads friendship and builds understanding. Thank you. |
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Giles Emerson, |
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