“Why is it worth Translating my software into Polish?“. This is a question I frequently encounter from my customers. To answer, I’ve compiled some points that explain the benefits of having software translated into Polish.
Only about 30% of Poles are comfortable with English
Poland is a nation of around 38 million people. Despite this sizeable population, only about 30% of Poles, based on Google statistics and my personal experience, feel comfortable speaking English.
This implies that only around 11.4 million Poles can confidently navigate English. A typical response you’ll often hear is, “I understand English, but I find it difficult to speak.” This is one of the primary reasons why having software in Polish can be beneficial.
When you translate your software into Polish, you are potentially expanding your market by an additional 26.6 million people. That’s nearly ten times the population of Lithuania! Given these numbers, it’s clear that translating software into Polish is well worth the effort.
Presentation and Perception: Building Trust and Understanding
Imagine a Chinese sales team approaching you, presenting their software with examples in Chinese. Even if some object names are in English, the examples remain in Chinese. Would you buy it? Probably not.
This is why it’s essential to prepare your software demonstration in Polish. The look and feel during the sales process are crucial. When presenting something new to your customer, your focus should be on facilitating cognitive ease. Whenever you showcase something in the local language, it is most likely to be easily understood. This can lead your customers to pay greater attention and to think more about the added value your software provides.
During the demonstration, it’s very easy to lose your audience’s attention if they don’t understand what your software does. Also, many people, even if they know English, do not use it daily, so their level of cognitive ease could be quite low.
Making It Easier for Older Generations
English became standard in Polish schools after the year 1989, which was over 30 years ago. This means that there is a high chance that individuals older than 50 may not have proficiency in English. Usually, people of this age working in companies have extensive experience and are often members of the purchasing committee. Trust me, you want these individuals to understand the added value of your solution and feel comfortable with it.
Gaining a Competitive Advantage
Poland is a substantial market with numerous SaaS solutions identical to those in other countries. If you already have competitors in Poland, offering your solution in Polish will be a great added value if your competitors don’t have it. What’s more, many companies make the mistake of wanting to translate their software only after securing their first customer.
The paradox is that without Polish examples and an easy-to-understand demonstration featuring local, native language examples, you risk losing out to your competitors. Of course, this always depends on your niche and your target customers.
When is it Not Worth Translating Software into Polish?
If your aim is to secure business partners from Poland, I would probably advise waiting before translating. If your targets are international companies, managers, or specialists who are accustomed to working with English terms and jargon, then it should be straightforward. However, in other cases, you might lose some customers without offering a Polish language option.
Consider Marketing and Your Brand Awareness
If you have a website, blog, text, and brochures in Polish, it will likely be much easier for your solution to appear in Google search queries and to create a customer journey from TOFU (Top of the Funnel), through MOFU (Middle of the Funnel), to BOFU (Bottom of the Funnel).
SEO is obviously also a crucial point in this. Polish professionals looking for a new software solution will most likely search Google in polish. And polish SEO space is competitive space with Google holding a 95% market share in search engines within Poland.
In conclusion, translating software into Polish can be a strategic decision with numerous benefits, including increased market reach, improved user experience, competitive advantage, and enhanced customer trust. It demonstrates a commitment to meeting the needs of Polish-speaking users and can contribute to the overall success and growth of your software product.
I am dedicated to facilitating your entry into the Polish market. At Architecture of Sales, my team and I are committed to enhancing your visibility and boosting sales in Poland through the following strategies:
- Market Validation Activities - We conduct comprehensive market research, analysis, SWOT assessments, competitor evaluations, and direct customer interviews to validate your market approach.
- Lead Generation - Utilizing both outbound and inbound methods, including various Sales Development Representative (SDR) prospecting techniques, we generate high-quality leads to drive your sales pipeline.
- Sales and Marketing Support - Acting as your local sales and marketing department, we adeptly represent your brand to customers, providing comprehensive support to strengthen your market position.
- Business Partner Identification - Whether identifying a local partner or developing an effective affiliate program, we assist in establishing valuable collaborations to optimize your market presence.
While our primary focus is on B2B SaaS companies, we are also open to collaborating with hardware-selling enterprises. For instance, we have successfully sold SaaS solutions, including ERP systems, to diverse sectors such as manufacturing, construction, retail, IT, HR, and EHS management.
