Rob, it is nice to have you here. Can you tell us a little bit about yourself?
To give a little background, I grew up in the United States where I worked in different businesses. I spent many years in retail management and as an executive sales manager training people for better sales results through communication - part of what led me to teach and specialise in business English. Over 20 years ago, I moved to Brazil where I started my English teaching and quickly realised that there was not a lot of material available for business English. This is what initially attracted me to the IATEFL BESIG which I
later got involved with. I was online years before COVID – teaching, presenting and putting on webinars with my EFLtalks.
What would you consider your greatest success so far?
In English teaching, I would have to say that my greatest success has been improving as a teaching professional, consistently providing my students and clients with exactly what they needed to reach their objectives and successes. For me, the greatest success for a teacher, a coach, a facilitator, or a mentor, is knowing that you have been able to make a difference in the lives of your students because of the dedication and work that you have put into yourself as a professional.
What is more important in teaching business English: acquiring a relevant teaching certification or experience?
Well on this question, I'm a little biased because although I minored in secondary education, I didn't go through the traditional route of getting teacher certification first but was able to use my experience from business and from training my staff to build a clientele, materials quickly, and to develop my style and methodology for teaching business English. Since then, of course, I have continued to get more training and certification just to help fill in the gaps of what I might have missed and what is new. Relevant certification is good and can be important for your development as a business English professional, but there is nothing like having experience in a market, in doing business, and in teaching for multiple years. I have known many people with impeccable
credentials who, due to a lack of experience, have failed. On the other hand, I know many experienced professionals without a teaching background or understanding of the basics of methodologies and pedagogies who have failed because they couldn't deliver on the experience they had. If I had to choose, I would say the experience and being able to relate and build a rapport with their students is much more important than some of the quote “teaching certifications” available on the market today.
What is the difference between a good trainer and a great trainer in business English?
For me the difference between a good trainer and a great trainer is huge. A good trainer is well-versed in general English and can teach all the basics of vocabulary, pronunciation, grammar, structure, etc. A good trainer possesses a basic idea of business English concepts and terminology. Most good trainers tend to use a one-size-fits-all approach to training, which isn't necessarily what the client needs, but they achieve good results. A great trainer is someone who can do all that and also relate to the needs of
today's business professionals and supply exactly what they need to help them succeed. This means understanding proper communication skills, such as negotiation, conflict resolution, presentation skills, etc. Great trainers have expertise in the business world and can work with real-life content in context, in their teaching. They stay up-to-date with the trends and integrate this content into their lessons and can adapt to the specific needs and learning objectives of their students and use case studies, simulations, and role-playing to augment the students' learning. Great teachers also work hard to build autonomous learners because the business world is always changing, and part of our job is to give our clients the tools to grow and succeed outside of the classroom.
How should you adjust your training style to suit a group of executives, a group of factory workers, and a one-to-one client?
Adjusting your training style to suit different clients again comes from experience. For example, working with executives usually requires high-level vocabulary and skills such as negotiation and presentation. Making sure that the content is relevant to these executives is key and having a strong understanding of business practices is important. Remember these executives understand business already. It's our job to help them take their existing skills and knowledge and translate that into English in a way that will help them communicate globally. Training factory workers requires more emphasis on practical language skills. This might entail a hands-on approach with skills which the student can relate directly to their daily tasks, such as using operations manuals, understanding oral instructions, etc. Here the need for simplified language and concentrating more on clear, straightforward terms that are easy for everyone to understand is important. Demand for business English is growing and is expected to grow more.
What would you advise future business English teachers? First, I recommend that you gain a thorough understanding of the marketplace and its needs. Depending on the sector or niche you choose to enter, it's essential to recognize the different vocabularies, communication styles, and skills required. To achieve this, educators must develop their expertise, for example grasping the concepts behind business terminology and practices. You must learn to understand the nuances specific to your client's business. You
also need to stay informed about new methodologies, resources, and changes in the business environment. Ultimately, this requires a commitment to continuous professional development. Joining a professional network, such as IATEFL BESIG or ESPSIG, can provide valuable resources. Networking with other like-minded professionals and sharing support while keeping up with best practices will elevate your skills to the next level.
About Rob Howard
Rob Howard is the Online Language Center and Business Language Training Institute owner, EFLtalks founder, a teacher, trainer, coach, writer on business English, entrepreneurship, one-to-one, online teaching, tech, and CPD. He is IATEFL Poland President, past IATEFL BESIG Joint Coordinator, Gallery Teachers Masterclass presenter, iTDi TOEFL trainer, and Independent Authors & Publishers founder.
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