Selling Tips For Non English Speaking Customers (Also Using A Translator)

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Selling in-home comes with unique challenges, which is one of the reasons I love this job. It's fun, dynamic, and never gets boring. In most cases, when you're doing in-home sales, such as selling home improvements, you're selling to one or two people in English.

Dealing with Language Barriers

However, there are times when the customer doesn’t speak English and has a translator, or multiple languages are being spoken while you’re there. Here are some strategies I use to navigate these situations.

In our business, there will be times when you're doing a sales presentation with a translator. In other words, the customer doesn’t speak English well, so they have a friend or relative translating for them. Often, the translator is one of their children.

The Role of the Translator

The key in this situation is understanding that the translator can either make or break the sale. Keep in mind that the translator holds a lot of credibility with the customer; the customer trusts them, or they wouldn’t be translating for them. If the translator is on your side, they can help you close the sale. If not, things could go south quickly because you won't always know what’s being communicated.

For example, you might explain that "we replace the entire roof," and suddenly, the customer starts talking rapidly in their native language. When you ask the translator what was said, they might respond with, "Oh, nothing." On the other hand, if the translator is supportive, they can help convey the value of your product and your personal credibility, even if they can’t relay everything perfectly.

Building Rapport with the Translator

You have to "sell" the translator in situations like this. Building great rapport with the translator is essential, especially if they seem reluctant to be there, like children helping their parents out. Acknowledge their role by saying something like:

"I really appreciate you taking the time to help your parents. I can see you care for them, and I respect that." Or, ask them to tell their parents, "Please let them know I said they have great children to be helping them like this."

A little warmth goes a long way 😊.

Another key step is to ask the translator what they think about their parents doing this. Do they think this is a good idea? Try to gauge both the translator’s and the customer’s perspectives. You could ask:

"What do you think I should be focusing on? Should I be trying to find the cheapest option, or is the best quality more important?"

This way, you get a clearer understanding of the situation and increase your chances of making the sale.

Simplifying the Message

It’s important to keep things simple when explaining key features and benefits to the translator. You don’t need to go into every technical detail, like explaining how the window has double cam compression locks. Instead, say:

"The lock keeps out the air and makes it hard for anyone to break in."

I explain things in a way that’s clear, even for someone with limited or broken English. Simplifying the message helps me focus on what’s really important in my sales presentation, and it makes my other sales calls more effective, too. When selling through a translator, you tend to focus more on benefits than features.

Handling Multi-Language Conversations

Another common scenario is when both the husband and wife speak English but switch to their native language when speaking to each other. When this happens, it’s important to address it right away. If you’ve built good rapport with them, you should have no problem saying something like:

"If you don’t mind, could we all speak English when we’re talking? If I don’t understand what you’re saying, I might not be able to help you. Even if you dislike something, at least I’ll know not to waste your time. Honestly, it just makes me nervous when I don’t know what’s being said."

Say it with a smile, or adapt this to fit your style. Be honest and direct. If you’ve established good rapport, there’s nothing wrong with saying:

"I know I’m a guest in your home, but could you please speak English so I can keep up?"

Most people will respect that.