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Business interpreting between English and Italian at a trade fair

FierAgricola in Verona

I supported the Company Director and Marketing Manager of AGP, a UK leader in the production of agricultural machinery for livestock farming, at the FierAgricola event in Verona. I managed all commercial communication between Italian and English, with Italian distributors, suppliers and stakeholders in the industry.

Background

AGP is a leading enterprise based in Cheshire with global distribution, specialising in mechanised solutions for the management of bedding and dairy production. Visiting Verona, the Company Director and Marketing Manager needed a business interpreter to communicate with their Italian counterparts throughout the trade fair.

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Collaboration

I provided AGP with technical business interpreting services between Italian and British English. With this approach, the interpreter works right alongside the speakers, often in the context of business deals, taking a neutral position between the two parties, translating portions of sentences as soon as they have been said, and taking short technical notes typically used for consecutive interpreting. The conversation moves back and forth between the speakers in their different languages.

Challenges

Those present at trade fairs are experts in their industry and expect a detailed knowledge of the topics discussed. The glossary compiled for AGP covered a broad range of areas, including zootechnics, agricultural machinery, livestock farming techniques, veterinary medicine, and typical international business terminology, from Incoterms® to shipping methods, customs duties and European regulations on goods exporting.
But business interpreting requires other non-linguistic skills as well. The interpreter is physically present at the negotiating table and needs to read interpersonal dynamics in real time, recognising cultural signals, and handling moments of tension or misunderstanding with tact and finesse. Customs for interpersonal relations in the business sphere vary greatly across cultures, and a misunderstanding that isn’t immediately identified can compromise negotiations that seemed to be going well. All of this must be carefully handled whilst remaining completely impartial in terms of the translation process.
→ [Guide to essential English business terms for trade-fair negotiations]
→ [Guide to business meetings without awkward incidents]

The outcome

AGP’s investment in interpreting services was validated by tangible results on their return to the UK. The Company Director and Marketing Manager were free to focus on the economic interests of their company, with an impartial professional at their side for industry terminology, cultural mediation and management of negotiation dynamics.

What the client had to say…

“During our time at Fieragricola in Italy, Valentina provided exceptional interpreting support. Her communication was clear and precise; she worked efficiently and went over and beyond throughout the day. As well as her professional skills, she was friendly, approachable and truly lovely to work with. She made the entire experience seamless for the Team.”
AGP, leading manufacturer of zootechnics machinery, Cheshire, UK

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