Entering a new market always presents many challenges. The first question is whether it’s worth it and how to avoid getting burned out right away. And here there is a question: do everything yourself — find your first client and build your business on that — or have a representative on-site from the start who, most importantly, speaks the local language? The language barrier can be crucial here. Poles speak Polish, right?

Language Barriers and English Proficiency in Poland

Once it is said that English is “new Latin”. It is universal, used in business all over the world. But how does it look in Poland? As you can read in the Pracuj.pl report (07.2023), 88% of working Poles declare knowledge of English, 60% of whom at least at an intermediate level. It seems that it shouldn’t be a problem to reach new clients using only English.

On the other hand, Poles don’t feel confident in communicating in English. According to a Polish Press Agency report (September 2025), only 15% of Poles rate their English-speaking skills as good or very good, and almost 70% of respondents say they haven’t spoken English at all in the last month. So being familiar with a language is not the same as being able to communicate effortlessly in it.

It shows how important it is to communicate quickly and easily in the native language to reach the widest possible audience. By communicating only in English, your target audience shrinks by at least 40%. Is it much or a little? It depends on how you look at it. In my opinion, every 1% is worth its weight in gold.

When you enter a new market, it is important not to limit the number of potential clients. Furthermore, it is crucial to maximize this number.

Local Business Insight and Trust in Poland

Communication with a native speaker is crucial, but it’s not the only important thing when conquering the Polish market. Another piece of the puzzle is knowledge of the local business environment. Cultural differences, mentality, and communication style are small details that make a huge difference. There’s a saying that each country has its own customs — and familiarity with local traditions can completely change the course of your business.

Poland has a turbulent history, from its rise to superpower to its loss of independence, which has shaped certain traits of Poles. Each region has its own unique characteristics, and without understanding local customs, it’s much more difficult to gain trust.

And this trust is the key factor in building a strong brand and gaining new clients in the Polish market. As you can see in the Edelman report, 71% of respondents believe that trust in the brands they use is more important than ever. Because of this, especially when the brand is totally new, we should eliminate all factors that may cause a negative perception in business — one of them being a non-native Polish salesperson.

Personalization, Networking and Legal Awareness in Poland

According to IRSM reports, personalization of communication increases operational efficiency by 40%. That’s why, when we think about introducing our product to the Polish market, we should get to know the buyer persona thoroughly and adjust communication to their needs, preferences, and cultural context.

The same report says that precise targeting and understanding market behavior help to increase marketing effectiveness in 33% of cases. It would be nearly impossible to achieve this without a Polish native speaker.

It is also easier to understand the market when you have been present in it for years. Even when the products are unknown, it’s easier to learn how the product works than how the local business ecosystem operates.

Attendance in trade shows and conferences

Building a new brand in Poland is also connected with participating in local conferences and trade fairs. Attendance at such events helps not only to find new business contacts but also to get feedback from the market on how the brand is perceived. Conversations are more natural and open when handled by a native speaker, and participants are more likely to engage because a local representative inspires trust, even toward an unfamiliar brand.

Last week I had the opportunity to represent my client at a conference. The unknown brand encouraged people to ask what we do and how we work. Participants were curious about what a completely new brand had to offer. Curiosity was stronger than fear of the unknown, and I dispelled this fear by knowing the local market, local problems, and showing real solutions using our unfamiliar tool.

At the same conference, when a foreign company was represented by foreign staff, they lost many potential clients. Fear of the unfamiliar outweighed curiosity. Even if the product was outstanding, attendees hesitated to explore the offer or engage in conversation. I saw it clearly at the last conference.

Compliance and Legal Awareness in Poland

The last but not least obstacle when entering the Polish market is the lack of knowledge of local law. Of course, a sales representative is not a lawyer, but it is much easier for them if they live in the country and understand its regulations. Even translations of legal terms can sometimes be unclear and lead to serious consequences.

A good example is a Hungarian company that sent a sales manager to Poland to support local sales and develop client relationships. The manager did not have authorization to sign contracts on behalf of the company. Polish tax authorities initially argued that the manager’s activities could constitute a Permanent Establishment (PE), which would create additional tax obligations in Poland. However, the court ultimately ruled that routine support and preparatory activities do not meet the criteria for establishing a PE.

It shows that even routine activities by foreign employees can be misinterpreted as creating tax obligations in Poland. That’s why having a clear definition of employee authority and responsibilities is crucial. Understanding local regulations and consulting with legal or tax advisors minimizes risk and potential costs.

Why a Local Sales Representative Changes Everything

To conclude, collaborating with native speakers makes the difference between being understood and being truly heard. Even when we know English very well, it’s more natural and comfortable for people to speak in their native language.

That’s why, if you’re serious about successfully entering the Polish market, invest in a local sales representative. If you’re not sure where to start, you can take advantage of our support.

At Architecture Of Sales, we help foreign companies enter the Polish market effectively – from prospecting and finding their first clients to educating them on how to navigate the market for maximum results.

How do we do it? Schedule a meeting with Dominik to find out more.

Sources:

1. Pracuj.pl: Praca bez granic. Rola języków obcych w karierze
2. PAP: Polacy wstydzą się mówić po angielsku. Tylko 15 proc. pozytywnie ocenia swoje umiejętności. Winny system edukacji? | Polska Agencja Prasowa SA
3. IRSM: Raport: Marketing B2B w polskich firmach – IRSM
4. Edelman Trust Barometer: Zaufanie do marek coraz ważniejsze dla konsumentów. Raport specjalny Edelman Trust Barometer – PRoto.pl