Leave No One Behind (2030 SDG)

We cannot exclude anyone in the transformation process towards sustainability and regeneration of the planet’s ecosystem.


When we interact with international audiences or potential partners, the first thing we identify as limiting is the language barrier. It is natural for us to try to find a way to communicate (think and speak) in our own language to minimize the risk of misinterpretation and to be more effective in negotiating or discussion.

The important question is, in what language do we communicate? In ours? In that of the counterpart? Or… in a different language than the one of the parties involved? For example, English.

However, cultural barriers go beyond the language barrier, it is necessary to understand the culture and way of thinking and doing business of each of the parties involved in the negotiation, to be effective and communicate empathically and assertively.

Intercultural communication involves certain situations that must be handled with prudence to ensure success in your internationalization plans.

We have listed these situations below and provide you with tips on how to deal with them efficiently.

Neither of them knows how to greet each other, but they try to be empathetic and greet each other as they think it should be in the other culture.
  • Be open-minded: you must check your own attitude towards different cultures. You should do your research to learn about their counterparts, their backgrounds and origins, and find out a little about how they do business and how they communicate in their part of the world. “If rule number one in an international negotiation is to know the other party’s culture, rule number two is to avoid over-reliance on that knowledge,” writes Tufts University professor Jeswald W. Salacuse in his book Negotiating Life: Secrets for Everyday Diplomacy and Deal Making (Palgrave Macmillan, 2013). Just as you don’t want the other party to see you as a cultural stereotype, neither does your counterpart. Everyone involved in business negotiation will want to be seen as multifaceted individuals. However, negotiators often place too much weight on the other party’s culture and are based on stereotypes as a result. In one study, Japanese and American negotiators adjusted their negotiating style too much toward the culture of the other side, according to research by University of Waterloo professor Wendi L. Adair and her colleagues. As a result, these negotiators came up with stereotypical ideas among themselves that led to cultural clashes and misunderstandings.
  • Efficient communication system: If you expect the negotiation team to overcome cultural barriers in communication, you will first have to set them up with a reliable communication system. Without this, even team members who come from similar backgrounds will have trouble understanding each other.
  • Let the members of the negotiation team introduce themselves: This can help a lot to break the ice and better understand what is the position, the roll, the background and the communication style used by each of the parties.
  • Use simpler and more precise language: Sometimes overcoming cultural communication barriers is about smart and careful people management and building trust between yourself and the negotiating team. And sometimes it’s just a matter of being direct and using clear, simple, fact-based language.
  • Use visual methods: it is much more difficult to misinterpret visual language than verbal expressions, if this visual language is concrete and truthful. Charts, tables, and diagrams are universal and easily understandable, so you should definitely use them to your advantage.
  • Maintain your composure in unpleasant situations: If an unpleasant situation occurs, it is recommended to maintain your composure and help defuse the situation. This is not to pretend that nothing has happened. The best thing is to talk about the situation openly and ask directly and clearly about what has happened, apologize and learn from the situation.

At LingoCall we help you anticipate cultural and language barriers in your multicultural gatherings.

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The expansion of markets and audiences at the international level is a reality worldwide and in all sectors. To achieve effective communication in multicultural environments, it is of utmost importance to understand the customs, way of thinking and business culture, in general, of your audiences or potential business partners abroad.

When we negotiate with people of other cultures and want to effectively reach agreements and minimize or mitigate communication errors and misunderstandings, it is critical to put aside prejudices regarding our personal expectations. The “should be” that we have learned in our culture becomes a perception when we deal with people from other countries with other cultures. The healthiest and most assertive thing is to accept and understand as “learning” all formal or informal behavior of our education and that of the counterpart.

Adapting and accepting to another culture allows learning for both parties, since we learn to observe, listen and be cautious before speaking or acting. All these with a genuine interest in facilitating empathy between the parties and thus achieving the connection that will favor negotiations.

All cultures have something to teach us and, if you are an entrepreneur, it is vital to know which rituals are important to each one.

Here are some examples:

  • In Venezuela, once the formal presentation is established, the foreign businessman can receive a hug. In case of being a woman, she can get a kiss on her cheek.
  • In Colombia, walking away after having been introduced up is considered an insult and a demonstration of lack of interest.
  • In Japan, the business card must be received and held with both hands and carefully observed to see the name and position of the person, as a token of respect. Putting it immediately in your pocket would be rude.
  • In China, a gift is very well received, even if it is initially rejected out of courtesy before it is received.
  • In Germany, punctuality is considered part of a formality and tardiness is considered disrespectful and even unacceptable.

There are also many examples of verbal and non-verbal communication that we must know before attempting to establish a successful relationship.

To avoid misunderstandings:

  • Pre-research your counterpart’s business culture and protocol.
  • Hire a professional interpreter to assist you in your meetings.
  • Ask the interpreter about the protocol and let us know the material you will use in your presentations.
  • Focus on speaking and thinking in your language. It will allow you to be more effective and better understand the critical aspects of the negotiation. Leave the matter of languages to our interpreter.
  • We help you make a list of the most important things and words, expressions and actions to avoid.

Culture shock is common among foreigners and its adverse effects can be minimized by using the services of professional interpreters who help you communicate effectively and understand the protocol, etiquette, and manner of communicating with your counterparts from another culture.

At LingoCall we can help you in these intercultural communication and negotiation processes.


We are focused on being the strategic business partner of companies around the globe to facilitate their internationalization processes with a 9-services portfolio, offered in more than 25 languages: Interpretation, translation, localization, transcription, subtitling, voice-over, Sign Language, text editing and virtual events production.

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We would love to prepare a comprehensive proposal for your multilingual multicultural communications.

Leave No One Behind

when talking about 2030 Sustainable Development Goals (SDGs).

Language and cultural barriers limit the effective implementation of SDGs.

Through the action plan of the 2030 Agenda for Sustainable Development, the prosperity of the planet and its inhabitants is sought.

The broad scope of the 17 global goals is unprecedented in history and represents an important vision for a positive transformation of life on the planet, leaving no one behind.

To achieve this successfully, it is necessary that all people, anywhere in the world, understand and identify with the objectives. For this, it is essential to work on developing collaborations aimed at improving the accessibility and adaptation of contents to each culture in each region of the planet, through multilingual dissemination programs, such as:

  • Translation and localization of contents (Verbal and written) to achieve empathic and effective communication according to the culture of each region at a global level.
  • Improve inclusiveness towards people with disabilities (deaf, blind, etc.)
  • Improve the scope and accessibility through digital platforms that allow an effective, efficient and bio-safe way to reach every corner of the planet with the message, such as multilingual remote interpretation services on videoconferencing or webinars.

The good news is that by jointly using today’s information and telecommunications technologies and professional translation, interpretation, localization, voice over and subtitling services in more than 25 languages, we at LingoCall can do our bit.

Multilingual Business Trade Missions Platform

LingoExport – Permanent Business Trade Missions Platform Service – where you can get international partners (Clients, providers, or consultants), based on our robust business matching and enriched data functionality.

You do not have to search for partners; our system gets your matches for you.

Based on our own experiences and those of our clients, we have identified that the process of obtaining partners (clients, suppliers, or consultants) and audiences at an international level is limited by three critical factors, namely:

  1. Traditional Internet searches using search engines or social networks are ineffective and time consuming tasks. It is difficult to filter and quickly specify the right business partners (Matches).
  2. The services of the foreign trade promoters of each country are unavailable to all people and companies. There are economic, logistical, management, and regulatory barriers to accessing their services.
  3. Language and cultural barriers limit the opportunities to find, filter, and specify business partners at the international level.


Multicultural Communication Importance

Multicultural communication is so important in foreign trade. When you are internationalizing a brand or you want to spread information internationally, it is very important to think globally but communicate locally.

The adaptation of the translated content must be such that the information is understood according to the culture and way of thinking of each target region.

Recent studies show that the ability of a country to communicate in a multicultural and multilingual way is critical to increasing its competitiveness and international projection. Not only in terms of increasing its gross domestic product but also in its ability to transfer knowledge and technology quickly and effectively to encourage continuous innovation, investment, and economic growth.

To demonstrate the relevance of multilingual and multicultural communication, we present two examples of its economic impact.

Switzerland and United Kingdom cases

Switzerland’s multilingual heritage gives it a competitive advantage worth SFr46 billion ($38.15 billion), says a study presented in Bern this week. The advantage is equivalent to 9% of the gross domestic product (GDP).

The UK loses 3.5% of GDP in lost business opportunities due to poor language skills