Is your company ready for new markets? Language skills matter

Date of last update: 17.07.2025

Business growth and international expansion are natural steps for companies aiming to increase their competitiveness and revenue. However, the decision to enter a new market is only the beginning. One of the key factors that can determine the success or failure of international operations is your team’s language proficiency. Is your workforce ready?

Table of contents:

1. Expanding to new markets: Why language skills are essential
2. How to assess your company’s language readiness
3. How to strengthen your language capabilities before expansion
4. Summary
5. Want to check your team’s language readiness?

You can read this article in 3 minutes.

Expanding to new markets: Why language skills are essential

Entering a foreign market is not just about logistics, products, or legal compliance. It’s first and foremost about communication—with clients, partners, suppliers, and local teams. Even with a strong offer, a lack of language skills can halt progress.

Here are three critical areas where language skills have a real impact on success:

Clear communication with clients and business partners

• Building trust – companies that communicate in the client’s language are perceived as more professional and reliable.
• Avoiding costly misunderstandings – language barriers can lead to lost contracts, misinterpreted terms, or failed collaborations.

Deeper understanding of the local market

• Local trends and customer needs – knowing the language means understanding the culture, habits, and expectations that shape purchasing decisions.
• Access to insights – language skills make it easier to analyze local reports, browse forums, and monitor customer reviews, giving you a competitive edge.

More effective marketing and increased sales

• Localized marketing content – translation isn’t enough. You need localization – adapting content to fit the cultural and linguistic context of your target audience
• Customer service in the local language – fast, professional, and clear responses in the local language boost customer satisfaction and loyalty

How to assess your company’s language readiness

Ask yourself (and your team) a few key questions:

• Do you have employees who speak the language of your target market fluently?
• Are your business documents, contracts, and marketing materials translated and culturally adapted?
• Can your customer service team handle inquiries in the local language?
• Do you have ongoing access to professional translators or native speakers?

How to strengthen your language capabilities before expansion

Here are concrete steps you can implement today:

Corporate language training

Invest in industry-specific language courses tailored to your team’s needs, ranging from general business communication to specialized vocabulary (e.g., technical, legal, medical).

 Language audits for employees and candidates

Assess your team’s current language level or evaluate candidates during recruitment. A language audit helps you plan development effectively and match skills to business goals.

Hiring Native Speakers

Consider recruiting professionals from your target market – not just for language support, but for their cultural and business insight as well.

Process testing

Test your customer service, sales, and marketing processes in the new language. Identify where communication breaks down and what needs improvement.

Summary

Language isn’t just a tool – it’s the foundation of building an international presence.

Language proficiency is one of the pillars of a successful market entry strategy. Developing these competencies should not be viewed as a cost, but as a long-term investment in your company’s future. It opens the door to better communication, stronger relationships, and measurable revenue growth.

Want to check your team’s language readiness?

Get in touch with us – we’ll help you:

• Conduct language audits for employees and candidates
• Design a tailored training plan
• Organize courses tailored to the needs of your industry
• Prepare your business for a professional and confident entry into foreign markets

Let’s make your global expansion a success – starting with language.