The client and the challenge
An FMCG company took part in international tenders and held regular business discussions with overseas clients. The sales team used English in their day-to-day business communications, but difficulties arose during negotiations and when finalising agreements.
The biggest challenge was communicating fluently under pressure, articulating the value of the offer precisely, and responding quickly to clients’ questions and objections. The language barrier affected the sales team’s confidence and made it difficult to conduct discussions during the final stages of the sales process.
Aim of the project
The aim of the programme was to improve the effectiveness of business communication in English and to better prepare the team to take part in international tenders and business negotiations.
What we did
We began the project with a language audit and an analysis of the communication situations that arise during the sales and negotiation process.
On this basis, we prepared a training programme covering:
- communication with foreign clients,
- conducting commercial negotiations in English,
- presenting and defending an offer,
- arguing the value of the product and terms of cooperation,
- responding to objections and difficult questions,
- communication following meetings and negotiations,
- developing fluency and confidence in communication.
- The training took the form of practical exercises based on real-life sales situations. Participants practised negotiation conversations, proposal presentations and communication requiring quick reactions and the precise formulation of arguments.
- The programme focused not only on linguistic accuracy, but also on the effectiveness of business communication in an international environment.
Results
- greater confidence among team members when speaking with international clients,
- more effective negotiation and presentation of proposals,
- faster responses to clients’ questions and objections,
- more professional sales communication,
- better preparation of the team to work in an international environment.
Customer quote
“It wasn’t your typical language course. The programme did an excellent job of preparing the team for real-life business conversations and negotiation situations.”
