Practical Sales Training™ > How to connect with your buyer > The Language Effect
What is it?
The Language effect addresses one simple truth. People buy in their native language more often than not.
Why does it work?
It works because as buyers we are seeking confidence, certainty and expertise. We are seeking a solution to our problems and something to meet our needs that we fully understand.
It’s for this reason that we are more likely to buy in our native language and it’s for this reason that you need to ensure your offering caters to the native languages of your potential buyers.
How can you use it?
Many businesses operate in English only. This is both a shame and a great opportunity. If you can translate your website, your literature, your offering to the most relevant language(s) to your audience you not only increase your chance of conversion, but you open yourself to a larger pool of potential clients.
Speaking your clients language can also mean using terminology and phraseology that they would use – First Person Questions are a powerful tool to increase engagement using your client’s vernacular.
Example:
An e-learning platform originally offered all its courses and landing pages in English. After discovering a growing user base in Latin America, they translated key content into Spanish – including the homepage, checkout process, and onboarding emails.
Conversions from Spanish-speaking visitors increased by 34% within three months.
Why it works:
Buyers felt more confident, informed, and understood. They didn’t have to guess what they were signing up for. The brand felt more accessible, trustworthy, and inclusive.
And beyond just literal language, they also adjusted tone and phrasing to match local norms – shifting from formal to more conversational Spanish, depending on the region.
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