You are usually a good negotiator. Convincing others with strong arguments is an easy task for you. But what is it like to negotiate in English?
Maybe you just apply the same rules as you do in your native language? You’ve seen your colleagues try this strategy. If it works for them, it should work for you.
But why do you sometimes have an odd feeling that things aren't going smoothly that way? Let’s talk about why the strategies that typically work for you, don’t always land well in English.
This blog looks at why strong arguments don’t always sound convincing in English – and what tends to get lost in negotiation contexts.
Here’s what you’ll learn today
- Why ‘logical’ arguments don’t sound as convincing in business English.
- How to get your message across.
- How to be persuasive in English.
#1. Why do my arguments sound logical to me, but not convincing to native English speakers?
In my work with professionals, this situation also comes up. There are usually 2 aspects missing:
- Forgetting to build trust,
- ignoring different communication styles between cultures.
This brings me to two golden rules when it comes to being persuasive with English speakers.
#1 Never underestimate the importance of socializing (small talk etc)
First of all, it is important to take some time to socialize with your business partner. It’s almost always a good idea to have some small talk before the actual negotiation or a common business lunch. That way, you get to know the negotiator and their way of communicating a little.
Never forget: it is very important in other cultures to build rapport before a negotiation, especially if it is a first meeting.
#2 Explicit or implicit communication styles: know the difference!
Next you need to have a look at the languages -. If you’re a German speaker, you probably have a way of discussing all the details in the negotiation – in a rather direct way. This is called an explicit communication style.
Whereas in English you leave cues and need to read between the lines. The language is more diplomatic, and a negotiation can appear in a more relaxed atmosphere. This can be challenging for you as a German native speaker. When you describe your argument in a seemingly logical way, it falls flat.
Especially if you leave the facts for the end of your line of arguments. In English, you convince your negotiation partner when you deliver facts first and then describe your line of argument a little further.
Look at these two examples:
- UK/Ireland: Would Friday a week work for you?; How does a 10% discount sound?; We were thinking of an order of 10 pieces.
- Germany/ Switzerland: A delivery by next week Friday is absolutely crucial.; We have to be sure that you give us a 10% discount when we order 10 pieces.; We need confirmation that you send the offer by tomorrow 5 pm at the latest.
If you compare the examples, you might notice the difference in softness vs. a more direct, strong communication style. Notice how much of the negotiation is framed as a suggestion rather than a demand. So, when you want to sound convincing in negotiations in English you might want to soften your speech a little. While the German example might sound perfectly rational to you, it can throw an English speaker off - to the point where they may not be able to follow your logic anymore. It's unexpected, to say the least.
Curious how your communication style comes across in English negotiations?
The Business Communication Check can give you a first impression.
You also find more ideas in my blog: Intercultural communication: 3 top traits you need for international sales.
#2. I know what I want to say in English, but my message doesn’t seem to land. Why?
In my experience, clients who struggle to be persuasive in English are often making one of these three key errors.
To troubleshoot, ask yourself these questions:
Did you translate directly from German to English?
If you forgot to ‘think directly in English’ or if you’re not used to it you may be giving yourself trouble.
The outcome could be Denglish or a more polished, yet wooden language.
Try to think about something you feel confident in English. It could be something in connection with your job or the task at hand. Your choice.
Are you coming off too direct or formal?
It can create stress in your communication partner, and you can come across as rather distant. In this case, you can fix it by using softeners like: a little, may, could, would, etc.
You can find more examples and strategies in my blog: Too direct? How to sound polite in English business communication.
Do you sound overly confident (arrogant)?
In English conversation, being overly confident can be negative. And could come off sounding impolite and pushy.
You’ll definitely want to avoid making exaggerated claims. They could be considered blunt or arrogant. It is a cultural difference that comes with a way of thinking that you have a good product, for example, and hence can ask for a high price.
Avoid phrases like::
My product is a must when you want to fix your issue xyz. And your competition uses it too.
Instead say
Why don’t you try our product? It might make your work easier, and you and your employees will notice it every day.
It bears repeating: to make sure that the message lands, it is a good idea to establish a relationship with your business partner before the actual negotiation through small talk. You get a feeling of what makes them tick and can then build your line of arguments around it.
Generally speaking: Did you consider your audience?
English-speaking business partners like to hear facts first and in the next step the details around the facts. Whereas in German you would explain the details first and conclude with the facts. But you wouldn’t get your message across that way.
When you bring up facts and details with English speakers, you may need to shift your communication style. So, it is worth the time to think about what your audience actually needs to hear in what order.
Here is an example: Last year, the product increased customer satisfaction by 15%. This is due to the fact that you can use it in a highly efficient way, and working with this software is much easier than before.
#3. Why do I feel less persuasive in English, even though my English is advanced?
An advanced level in English doesn’t guarantee your business skills will translate. It is something people often mix up.
You need to learn skills like persuasion for business purposes. It means that you can’t use the same rhetorical tools that you use in your native language. When you put your business partner under pressure, for example, it can be considered rude or blunt.
When you can’t use rhetorical tools you are used to, you have a reduced range of expressions. It can cause a feeling of being less persuasive.
Politeness and soft language when you need to convince someone in a negotiation might also be something that is new to you and makes you feel less confident.
Some phrases that sound polite in English might lack authority from a German point of view:
- How does that sound to you?
- That wouldn’t go down very well..
- That might work for us.
- That seems a bit too…
Get used to speaking this way, even if it feels odd in German. It is a cultural difference that you need to accept and learn. And it takes some time and training.
Takeaway
Using the same style of language as you do in your mother tongue might work for easy conversations in English. But when it comes to business skills like negotiations, you need a deeper understanding of the language as well as skills.
Here’s what you learned today:
- Convincing business partners in negotiation is a language skill that doesn’t come along automatically with an advanced level of English.
- It can cause a feeling of insecurity when you face soft and polite language in a negotiation and get the feeling that your arguments don’t land in the way you intended.
- To feel confident and competent when you need to convince others in business, make sure you learn the language for negotiation and also meet your audience's needs.
With these skills, it will be easier for you to convince business partners in a negotiation in an appropriate business style. You will notice that conversations run more smoothly with fewer obstacles. In the long run, it’ll feel more comfortable to have negotiations in English. And surely you will see more satisfied and convinced customers who are interested in your product.
If you’d like to work more deliberately on how your arguments land in English negotiations, working with a coach can help you develop a style that is both persuasive and appropriate.