CODE SWITCHING

the skill you didn’t know you had Code Switching

You may think code-switching is something you’ve never heard of, but there is a probability you have used it without even realising.

Defined by NPR as the “practice of shifting the languages you use or the way you express yourself in conversations”, code-switching is a way to elevate your social standing in the group that you are in, and can also be applied to appearance and behaviour, not just the words you use. It can be the switch from academic-speak to street-speak, or the way bilingual people can use a mixture of languages in one sentence. It’s mostly described as an unconscious act, yet using it consciously can be a highly beneficial tactic for an entrepreneur, where you could be interacting with people from all over the world.

Whether you code-switch between the different languages you speak, or adjust your dialect or mannerisms based on who you’re talking to, you can boost your business by taking advantage of it as a powerful psychological tool.

Below we include some ways in which code-switching can positively benefit you when making a sale.

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Talking or acting like others around you makes them feel at ease and trust you. Mirroring others, like their body language or way of speaking, whether they’re formal or informal, can help them to sense an ally in you. When selling or referring a product to someone, they’re more likely to be receptive to it if they sense that they can trust you. It can also help you to get a promotion in the workplace: the Harvard Business Review wrote that “expressing shared interests with members of dominant groups promotes similarity with powerful organisational members” because “people tend to affiliate with people they perceive as similar”.

Switching up your language, like changing words into slang, can sometimes better express an idea or convey a particular thought. When making a sale, you want to be as precise and your ideas as crystal clear as possible so as to not cause any confusion or mislead a customer.

A study found that code-switching can enhance learning and academic achievement, particularly non-native English speakers' command of the English language. Students who were able to code switch were more actively involved in their learning. Being able to function at a high cognitive level and remain focused are important factors when operating as an entrepreneur.

You fit into social situations more easily. Knowing to be more professional and polite in the workplace compared to having lunch with your friends will hold you in good stead as an entrepreneur: you can expand your customer base and easily adapt your sales pitch depending on your audience.

Becoming more conscious of the situations that you may code-switch in can help you adapt to any situation in your personal and social life but it can also be a tool to empower your business by engaging on a more meaningful level with your potential customer base.