Do make a connection: People hate feeling as though they are being sold to, and there is a reason why the description of “used car salesman” is used to insult people. So instead of seeing your clients as prospective sales, see if you can connect to them on a human level.
Don’t make assumptions: Just because somebody is a newcomer, has an accent or has a foreign-sounding name doesn’t mean they don’t understand what you are saying or don’t speak English. Many people with more than one language may not be as comfortable when speaking it but understand it perfectly. Or they have literally no issues with English, and you are simply stereotyping them, which will harm your relationship with them.
Do use common words and avoid slang: When you have a client whose second, third or even fourth language is English, you may come across some communication issues. So try to stick to common, easy-to-understand words. Slang should also be avoided when possible as it is very culture-dependent. Often, the popular Canadian turn of phrases do not make any sense when directly translated.
Don’t shout English at them: It should go without saying that acting patronizingly towards your client is the number one way to lose them. Shouting English won’t help them understand you whatsoever. And shouting will do nothing more than make them feel uncomfortable, angry, belittled or scared.
Do treat your customers like equals: Though your potential clients may not be experts in what you sell or provide, it doesn’t mean they are completely ignorant. They may know more than they let on. So, make sure to never talk down to them. Of course, they may have plenty of questions that only you can answer, and that is great. Just consider that your opportunity to shine.
Don’t make promises you can’t keep: There is nothing that customers hate more than being lied to, regardless of their cultural background. Even if you made an innocent mistake, it creates very upset clients if you’ve overpromised and underdelivered. And this may affect your business in the future, particularly if you are selling to clients from cultures where honouring promises is paramount.
Do be willing to play in the “little league”: Not all sales will lead to a million-dollar contract. Let’s be honest. Most won’t. But those little sales can lead to bigger ones in the future if you gave your customer a positive impression and made them feel valued and wanted.
Don’t be afraid to provide multi-language support: Promote it if you know more than one language! Make it part of your business’ identity. Do you only know English? Make it a priority to hire people who can speak multiple languages. And even if your business is currently monolingual, you can still provide pamphlets, promotional materials and websites in multiple languages by hiring a translator.
Do your research: If you notice that a large segment of your clients come from a specific cultural background, you can learn how to make them feel more welcome through a bit of research. Learn a few words in their language, learn some of their customs, and wish them well during cultural events and holidays. Just make sure that they know that your business welcomes them with open arms. It only takes a few minutes online, and you may create connections that will guarantee loyal clients.
