LANCASHIRE firms are being urged to "mind their language" to boost exports.
The DTI believes companies should take action to improve the way they communicate with potential customers overseas.
"Businesses must always remember that competitors are not just from these shores but throughout the world," said Trade Minister Anthony Nelson. "If we don't communicate well with our customers, someone else will.
"The MD who can address a crucial sales conference in the local language will earn more than brownie points."
And Mr Nelson stressed that firms had to make themselves understood beyond Europe.
The DTI is urging firms to adopt a language strategy as part of its National Languages for Export campaign.
"It doesn't have to be hugely complex or costly. A telephonist who can understand incoming calls from overseas and put them through to the right individual could win their company a valuable order."
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