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Incentive Encounters: Lost in Translation
November 05, 2008
Communication Lessons Learned in the Incentive Travel Business
By Terry Epton, CITE, DMCP
In an industry based solely on relationships (on which I went into detail on in my last column), effective and accurate communication plays a key role in keeping your incentive end-user clients loyal and satisfied. But there can be times when even the best of us forget that not everyone interprets the language we use in the same way.
Knowing that we must endeavor to answer client questions and proposal requests as accurately as possible, experience with our neighbors across the Atlantic is a must. I consider it a high privilege to have had the experience of traveling to faraway places to visit clients that can potentially do business with us in the United States. In many instances, these clients are from English-speaking countries. And there are so many words and sayings that are understandable, you might just get the idea that you are communicating with someone from your own country. However, and I don't take credit for the phrase, this about sums it up: The United States and England are two countries divided by a common language. In other words, never assume that you understand English.
Take a look at some examples from my own experience about how even English can get lost in translation.
You Want It When?
The year was approximately 1985. I was a very excited young sales manager receiving a very detailed RFP from a client contact at a UK incentive company for a multi-national car dealer incentive program. After writing down about three legal pages of notes, I inquired as to when the proposal was due and how would they like it presented. My English contact then said, "Well Terry, at the end of the day, we would like to see three original proposals complete with supporting pricing and photographs." All I heard was "at the end of the day." At the end of the day? That's impossible! How can I do anything by the end of the day? (This was before personal computers and e-mail.) It was then that I learned that the saying meant, "when all is said and done, after we get it fully worked out." The "end of the day" could be weeks away.
A Missed Rendezvous
When the client from England said where and when we should meet, I said, "I'll meet you outside the elevators on the first floor at 8:00 a.m. sharp." That's pretty clear, right? Well, I arrived at 10 minutes to eight and stood outside of the elevators until 8:15 a.m. wondering why my client was running late. Important tip: The first floor in England is the first floor off the ground—also known as our second floor. I was early and late at the same time. Luckily, my client understood and had a good laugh.
Definition Dilemma
While planning an elegant party on the grounds of a beautiful Southern plantation home, I asked my client from England what they envisioned seeing upon arrival. I was astounded to hear them say a large marquis. To me, a marquis was the big bright signs you see outside of theatres on Broadway. Why on Earth—let alone any other planet—would someone want that at a beautiful southern soiree? Chalk yet another one up to experience. Turns out a marquee is a grand tent or pavilion, both here and in England. The word is just more commonly used there.
Hey, it's their language. We need to qualify what we are hearing with all of our customers and do it with particular care, especially when they are not speaking "American English."
INCENTIVE online columnist and Chief Executive Officer of USA Hosts, Ltd., Terry Epton has been an executive in the incentive industry for 26 years. As past Chairman of the Board for The New Orleans CVB, Terry is deeply involved in marketing and hospitality Industry leadership of New Orleans. Twice President of ADME, the Association of Destination Management Executives and long time member of SITE, Terry served on the Society's International Board for two terms and as an officer for four years. Mr. Epton is a Trustee on the IRF, Incentive Research Foundation. Terry was named "Incentive Travel Personality of the Year" in 1999. With both the Certified Incentive Travel Executive (CITE) designation and the Destination Management Certified Professional (DMCP) designation, Mr. Epton believes strongly in on-going industry education and community involvement.
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