I've seen buyers get frustrated by language barriers 1. They order a part, but poor communication means the wrong item arrives. As a supplier, I know clear English is essential for preventing these costly mistakes.
To judge the English skills of an undercarriage parts sales team, you must evaluate both their technical accuracy and their communication fluency. This involves checking their terminology in emails, listening to their comprehension on calls, and reviewing their written documents for clarity.
But you don't need to be a language expert to do this. You can start assessing their skills from the very first interaction. Let's break down exactly what I look for.
Can I gauge their proficiency during our initial email exchanges and video calls?
You send a detailed email asking for a quote. The reply is confusing or misses key points. This wastes your time. I believe the first contact reveals almost everything you need to know.
Yes, initial emails and video calls are the best tools to gauge proficiency. In emails, look for clear grammar, professional tone, and the correct use of technical terms. In video calls, listen for their ability to understand your questions and provide fluent, logical answers without hesitation.
My customers, especially experienced purchasing directors 2 from the US or Europe, are experts. They don't have time to "translate" a salesperson's confusing email. When I train my own team, I stress that the first email is a test.
What to Look for in Emails
The first reply is critical. I'm not looking for perfect, academic English. I'm looking for clarity.
- Responsiveness: Did they answer all your questions? Or just the easy ones?
- Precision: If a buyer asks for the "bulk order delivery time," a good salesperson replies with that exact phrase or a clear answer like, "The lead time for a bulk order 3 is 30 days."
- Grammar and Typos: While some mistakes are normal, excessive errors show a lack of care.
What to Listen for in Video Calls
Video calls test real-time comprehension 4. A great salesperson will repeat the key information back to you to confirm they understood your needs correctly.
Table 1: Email & Call Checklist
| Criteria | Red Flag (Bad English) | Green Flag (Good English) |
|---|---|---|
| Email Clarity | Vague answers; many grammar errors. | Answers every question directly. |
| Email Terms | Uses general words ("metal part"). | Uses precise terms ("track roller," "idler"). |
| Call Comprehension | Asks to repeat every sentence. | Understands accents and technical terms. |
| Call Fluency | Long, confused pauses; very slow. | Speaks smoothly, even if simply. |
How important is it that their technical team can understand my detailed engineering questions?
You have a custom job. You need to discuss material hardness and heat treatment 5. If the salesperson cannot translate this, your project is dead.
It is extremely important. The technical team's understanding is the difference between receiving the correct custom part and a failed project. If they cannot understand precise engineering terms, they cannot manufacture your component to specifications.
This is the core of our business. We are a factory making OEM parts 6. A salesperson must be a reliable bridge.
Check Their Documents
Ask for quality reports 7 and material specifications. If the technical documents are messy and full of bad English, it shows a lack of attention to detail in the manufacturing process itself.
Table 2: Technical Terminology Assessment
| Technical Question | Bad Salesperson's Answer | Good Salesperson's Answer |
|---|---|---|
| Heat Treatment | "Yes, it is very strong." | "We use quenching and tempering for HRC 52-58." |
| Material Standard | "It is good metal." | "We use 40MnB steel with full composition reports." |
| Model Specifics | "Okay, I will check." | "Is that the PC200 standard or the LC model?" |
What are the risks if their English is not clear enough to discuss complex issues?
The risks are significant. Poor English leads to incorrect orders, shipping delays, and huge problems with after-sales support. If they cannot clearly explain a production delay or understand a warranty claim, your business will lose time and money.
When a logistics delay 8 happens, you need precise updates, not vague excuses. Clear English is also vital for handling a warranty claim 9 or negotiating complex Net 30 10 payment terms.
Should I be concerned if I am always communicating through a single salesperson?
Yes, this can be a significant concern. While a single point of contact is efficient, it creates a risk. If that person leaves, your history can be lost. A professional supplier should have a support team or manager who also knows your account.
Table 3: Supplier Communication Structure
| Feature | High-Risk Supplier | Low-Risk Supplier (My Model) |
|---|---|---|
| Contact Depth | Only one person speaks English. | Sales, tech, and managers speak English. |
| Data Security | Info is in one person's head. | Info is in a central company CRM system. |
| Continuity | Communication stops if they are sick. | A backup contact or manager can reply. |
Conclusion
Judging a sales team's English is about identifying clarity, technical accuracy, and reliability. These are the markers of a true professional partner.
Footnotes
1. Strategies for overcoming language barriers in international business. ↩︎
2. Key responsibilities and expectations of purchasing directors. ↩︎
3. Understanding the logistics and terms of bulk order fulfillment. ↩︎
4. The importance of real-time comprehension in client video calls. ↩︎
5. A technical explanation of heat treatment processes for steel parts. ↩︎
6. Learn the definition and standards for Original Equipment Manufacturer (OEM) parts. ↩︎
7. How companies use quality reports to ensure product standards. ↩︎
8. Common causes of logistics delays in global supply chains. ↩︎
9. Best practices for managing and processing B2B warranty claims. ↩︎
10. Definition of Net 30 payment terms in B2B transactions. ↩︎