On a Monday morning not so long ago, I got up, went to my computer, and found I could not get to my email. I had checked it before going to bed, and there had been no problem. So I thought, “I’ll try again when I get back from my morning workout.”

But before I made it out the door, I was inundated with text and voicemail messages from business and personal contacts, asking me if I was OK. All of them had been sent an email stating the following: “I was in London, had lost my IDs and money and needed help right away!” My clients, business associates, and friends were asked — supposedly by me — to immediately wire money to a London hotel so that I could fly back home. Even my own family wanted to know if I was out of town and needed help. For most people that would have been an improbable story; but for me, a business owner who works with the international community, it was a frighteningly horrible possibility.

Of course, it was all a lie. Hackers had compromised my computer, and this malicious email was being sent from what looked like my email address to ALL of my contacts, randomly. The hackers wiped out my entire database, so I could not even send an email blast telling everyone not to believe the tale! There are too many lessons from this experience to detail; but I will highlight a few, and I hope you will learn from them.

1.    Change your password frequently.  I know at the bank they do it, but I never thought that a small business owner would have that type of concern. I was wrong! Not only do I change it now, but I make sure it is both long and alpha-numeric — more difficult for the hackers!

2.    You can fight back, with help from the FBI.  Did you know there is a specific division of the FBI to deal with this type of Internet crime? I have filed a formal criminal complaint over this incident, and also with two of the main Internet hosting companies who were participants in allowing access to the hackers.

3.    Social networking sites are valuable communication sources. I must say — I do appreciate the social networking sites, because they allowed me to sign on and spread the word about what happened to me in an attempt to rebuild my contact list! Thank you LinkedIn and Facebook!

One of the most obvious lessons is that while you are building an electronic business relationship in a global economy, you do not have control over what is being put out there about you to your contacts. Relationship building, global or local, remains vital. The best clients will stick with you, even through a crisis. But you can’t afford to worry about — or even miss — those that don’t.

For many American companies, doing business globally is a pot of gold that glistens and gleams, yet remains as elusive as the one at the end of the rainbow.

As a business consultant specializing in foreign language translation and interpretation for two decades, I find the biggest obstacle in cracking overseas markets is relationship building. Nearly everyone has recognized the growing value of using LinkedIn, Facebook, Twitter, and other social media to connect with U.S. prospects and clients. But making and maintaining personal connections has always been a big part of doing business internationally. Yet, too many American firms bring a carefree attitude to the process.

In the U.S., we lay things out on the table and if you like it, OK; if you don’t, you don’t. Overseas, companies put as much emphasis on the chemistry of a business relationship as on the pros and cons of a product or service — and whether the numbers make sense.

Therefore, it is critical that we understand the nuances of language and culture that are essential to developing global relationships. Just to give one example, I heard the story of an American company that was so excited about a new contract with a Chinese firm that it bought expensive gifts at Tiffany’s and wrapped each Tiffany Blue box (the color is trademarked!) with a lovely white bow. Unfortunately, the white bow symbolized “death” in Chinese culture. So the unintended message associated with those gifts was “death to you,” and by extension, “death to this deal.” Thankfully, someone caught the error, and the gifts were delivered with a simple change in the color of the bows.

Here’s another faux pas, one U.S. citizens commit all the time when traveling in Canada, Latin, Central or South America. They say, “Hi, I’m an American!”  People south of our border don’t like to hear that, because they consider themselves Americans, too. In their eyes, we are more accurately from Los Estados Unidos (The USA, and all residents of the Americas are “Americans.”

Such cultural missteps turn into big business problems. We are simply leaving too much money on the table, because we’re unaware that what we’re doing is interpreted as offensive. What we definitely have here is a failure to communicate!

A more fundamental problem than cultural mistakes is the fact that few U.S. companies are skilled in foreign languages. Their marketing materials are written in English, their video and audio presentations are articulated in English, and they offer them to foreign prospects “as is.” While it is true that English is the international language of business, it is also foolish to assume the other side wants to use English all the time.

Even worse than one-sided language usage is the failure to translate what foreign customers and partners have to say. Would you risk signing a contract with a U.S. company without having someone with expertise read it over? Of course not, but some American firms are in the habit of accepting foreign contracts and other documents at face value. Small companies commit this error, to be sure, but so do major corporations.

The solution to all of these pitfalls is to enter the global marketplace with a trusted partner: an advisory firm that is well-versed in the language and customs of international business. It is essential to go into an unfamiliar foreign market with the ability to communicate in the local language and operate with knowledge of local traditions and current trends.

The payoff — that overseas pot of gold — is too important to let a lack of words and manners keep us from it.

DETROIT – “I have a gift for languages, and it keeps me in business,” admitted Randi Lou Franklin of Grosse Pointe Woods with a chuckle.

Franklin – who’ll be participating in the Hispanic Business Expo Oct. 22-23 at the Detroit Marriott Renaissance Center – is the owner of the Grosse Pointe Farms-based Inter-Lingua, a language and cultural services business that turns 20 this month.

Clients hire the firm for translation and interpretation, voiceovers, language instruction, cultural services and other needs. Inter-Lingua can provide translators in more than 125 different languages and dialects, from Albanian to Wolof.

Franklin has succeeded by understanding culture and context, and contracting with language professionals around the world who bring a similar depth to the work. Her company has been hired for everything from conference calls to the G7 Conference and World Cup. Closer to home, she’s recently been retained by the Michigan Department of Transportation to provide all of the interpreting for the Ambassador Bridge project, which will impact residents in southwest Detroit, many of whom primarily speak Spanish.

Franklin’s grandparents came to America from Russia and Mexico, but that’s not how she became multilingual. From an early age, the former University Liggett student remembers taking various language courses, including French and Latin. Today, the doctorate and law degree holder speaks Spanish, Portuguese, French and Italian, among others.

“One (language) grew off of the next,” Franklin said. “I’ve been fortunate. I’ve been able to make a career out of my first love, which I never thought I could do back when I was studying and collecting degrees.”

Since she launched Inter-Lingua, Franklin said she’s seen changes in the business. There’s less demand now for French and Italian translators, for example, but the need for translators in Asian languages, Arabic and Spanish has increased.

“A few years back, I never needed a Bengali interpreter,” Franklin said. “Now I use a couple.”

She started her business before the explosion of the Internet and managed just fine without it, but Franklin admits the technology has helped her to grow Inter-Lingua.

“All the Internet did was open up more doors for more of us and help small companies like mine,” she said.

Her openness to various avenues led her to the Hispanic Business Expo, which is put on by the Hispanic Business Alliance.

Franklin has been involved with the expo since it started in 2002, and she said it’s been a great educational and networking opportunity.

“If you reach out, all you’re doing is helping your business. In this global community, you can’t close a door, because (if you do), you might as well close up shop,” Franklin said.

Now more than ever, it’s crucial for businesses to take the needs and concerns of the Hispanic community into account.

According to the U.S. Census Bureau, Hispanics are the largest minority group in the country, accounting for 15.1 percent of the total population, or 45.5 million as of July 1, 2007. They also constitute the fastest-growing minority group in the United States. The Hispanic population is expected to reach 132.8 million by July 1, 2050.

Statistics like these demonstrate the need for events such as the HBA Expo and Economic Summit. The event unites HBA members with business leaders for networking and discussion.

“The presenting sponsors are taking the lead in connecting their companies with Hispanic entrepreneurs through this expo and will benefit from their involvement with the largest Hispanic business event in the Midwest,” said HBA President Frederick Feliciano in a prepared statement.

The expo drew more than 3,500 people last year, according to a spokesperson.

For more information about the expo or to purchase tickets, visit www.hbaexpo.org or call (313) 962-6422. For more about Inter-Lingua, visit www.inter-lingua-online.com.

You can reach Staff Writer K.

Michelle Moran at kmoran@candgnews.com or at (586) 498-1047.

It is a verb…to blog…” an action”

But whatever this thing or action is, it is becoming a part of our lives and has caught on internationally. I am involved with blogs on translation sites around the world as well as blogging locally. What is important is that we are communicating or at least attempting to do so.

INTER-LINGUA

INTER-LINGUA provides you with the ability to reach any individual or corporation globally so that all parties can communicate effectively via language/culture.

INTER-LINGUA has been in business for 20 years with the same ownership. The original team of linguists has been augmented as its language base expanded.

Learn more about our services:

• Interpretation
• Translation
• Voice Overs
• Cultural Services
• Language Instruction