At events like South Summit, many Spanish companies have a solid proposition but fail to convey it well in English. The problem is usually not a lack of level, but the tendency to translate literally from Spanish. In this article you will see how to adapt your message so it sounds more natural, clearer and more professional in an international setting.
The real problem: it is not your English, it is how you use it
In international communication it is common to hear sentences that are grammatically correct but unnatural in a professional setting. Phrases such as “We make a big effort to give a good service” or “Our company has many years of experience in the sector” are not errors, but they do reveal a way of communicating that is still tied to Spanish.
Business English values clarity, precision and the ability to get to the point. When a company translates word for word, the message loses force. Saying something correctly is not enough: it also has to be said the way that context expects.
What international counterparts expect at events like South Summit
An investor, a partner or a prospective client is not looking for perfect English. They are looking for communication that flows, is direct and is easy to follow. They want to understand quickly what your company does, what problem it solves and why they should pay attention.
So rather than building long or over-explanatory pitches, it pays to work on short, concrete messages. In professional English a simple structure focused on the value you bring usually works better than a presentation that is overly institutional or translated from Spanish.
Common mistakes when communicating in English in B2B settings
Translating structures instead of ideas
This is one of the most frequent mistakes. You think in Spanish and then try to move that same structure into English. The result is usually a stiff, unnatural message that is harder to process.
For example, “Estamos muy ilusionados con este proyecto” does not always travel well if translated automatically. In a professional context a more direct, natural formula, matching how the idea is actually expressed in English, often works better.
This shift in approach is explained clearly in the article how to stop translating in your head and start thinking in another language, where ALOS sets out why mental translation slows communication down and undermines fluency.
Using sentences that are too long
Spanish tolerates long sentences full of nuance and detours. Professional English, by contrast, usually works better with more compact writing. The sooner the main message lands, the better.
This matters especially at an event like South Summit, where many conversations are brief and every minute counts. If you take too long to explain who you are or what you do, attention is easily lost.
Overusing generic expressions
Phrases such as “we offer high quality services” or “we are leaders in our sector” sound vague without context. In international communication, generic statements add little. It is better to be specific about what you do, for whom and with what impact.
A more specific formulation not only sounds better, it also makes it easier for the person you are talking to to remember your proposition.
How to sound natural in English without losing professionalism
Think in messages, not isolated sentences
Before preparing a pitch, a networking conversation or a meeting, it is worth defining three things: what you want to say, who you want to say it to and what you want that message to achieve. From there, the English should be built with its own logic, not as a copy of the Spanish.
Working this way makes the pitch more natural and the company comes across as more confident.
Simplify your pitch
One of the most useful changes for sounding natural in English is to simplify. That means cutting embellishment, removing repetition and prioritising the essentials.
The aim is not to sound more basic, but to communicate better. In B2B settings, clarity generates far more trust than an overly elaborate pitch.
Practise real interaction formulas
At South Summit you do not just present a company. You also answer questions, introduce topics, ask for clarification, qualify ideas and close conversations. That is where it shows whether someone has mastered professional English or is simply translating.
It is therefore useful to work on specific expressions in real contexts. A good support here is the article meetings in English: key expressions and phrases to sound natural, which collects the formulas commonly used to intervene more naturally in professional settings.
The importance of specific training
Many people have studied English for years but have never practised concrete situations such as presenting a startup, talking to investors or networking at an international event. That is where the difference lies.
Having general knowledge is not the same as communicating well under pressure, with little time and a clear commercial objective. In that kind of context you need applied practice: short messages, prepared answers and confidence when speaking.
Common situations at international events
It is very common to see companies with good ideas that fail to convey them because they over-explain, use unnatural structures or try to sound more formal than they need to. The opposite also happens: profiles with less advanced English who are far more effective because they communicate clearly and naturally.
The difference is not always the level. Very often it is in how the message was prepared.
How to prepare your communication for South Summit
Before the event it is worth working on one clear core message, preparing answers to frequent questions and practising how you will introduce yourself to different profiles. You will not speak to an investor in the same way as to a potential partner or a journalist.
It also helps to check whether the way you express yourself in English is still too close to the Spanish. The more your pitch is adapted to the real context, the more professional and credible it will sound.
Frequently asked questions
No. What matters is that your message is clear, natural and easy to follow. Well-trained functional English can be far more effective than more advanced English translated literally.
Because you often build the message from Spanish. That makes the English correct but stiff or artificial. To gain naturalness you have to learn to structure the message directly in English.
Prepare your pitch, your answers to common questions, phrases for networking and ways of explaining your proposition clearly. The more you practise real situations, the easier it becomes to communicate with confidence.
Communicating in English at an event like South Summit is not about demonstrating a perfect level, but about conveying an idea well. If you stop translating literally, simplify your pitch and practise real situations, your communication gains clarity, credibility and effectiveness.
If you want ALOS to prepare your team to speak more naturally in international settings, you can request information about tailored training in professional English and business communication.