International · 8 min · 2026-06-23

International trade show: 7 rules to sell when language isn't your best weapon

At a show in Germany, Las Vegas or Dubai, your English is average and your German nonexistent. Not a problem - if you follow these 7 rules, tested across 40 international shows.

Hannover Messe, CES Las Vegas, Gitex Dubai: your business potential is huge, but your language level is average. Good news: 80% of international decision-makers expect English on a show floor, and will accept imperfect English as long as it's simple and direct. Here are the 7 rules.

The 7 rules to apply

• Speak slowly, in short sentences (max 10 words). Avoid idioms, puns, and overly local cultural references.
• Prepare 5 phrases in the local language: hello, thank you, goodbye, "I don't speak [language], do you speak English?", "here's my card". Effort matters more than performance.
• Print your documentation in English AND in the local language (German, Arabic, Mandarin depending on the show). Never only in your domestic language abroad.
• Learn to say "I don't know, I'll email you the answer tonight". A thousand times better than an approximate answer that kills the deal.
• Use DeepL or Google Translate live on your phone for technical terms. No shame - it's now an international professional norm.
• Let silence settle. In some cultures you fill the blanks; in Germany and Japan, silence means thinking, and interrupting it is a serious mistake.
• Confirm everything by written email the same evening. Written language erases 90% of spoken misunderstandings tied to your accent.

Cultural codes by region

Beyond language, every market has implicit codes. Here are the essentials not to miss.

• Germany / DACH: absolute punctuality, seriousness, technical documentation with numbers. No commercial humor.
• USA: enthusiasm expected, direct selling, immediate ROI focus. "How are you" doesn't expect a real answer.
• Middle East: relationship before transaction, coffee always accepted, never the left hand to give a card.
• Japan: business card given with both hands, read attentively for 5 seconds, never pocketed immediately. Collective decision, never individual.
• China: respected hierarchy, symbolic gift exchange, multi-cycle negotiation over months.

The golden rule: hire a local

For strategic shows, hire a bilingual local freelance rep ($330 to $660/day depending on region). They don't sell your product (you do), but they smooth conversations, translate nuance, and identify implicit codes. ROI: 2x to 3x more qualified conversations.