Selling Translations انحاجن وه كحاجن · Selling Translations® Ваш успех —...

Selling Translations®

نجاحك هو نجاحنا

Doug Lawrence [email protected] www.sellingtranslations.com www.douglawrence.org Tel: +44 (0) 1562 74 66 32 Mob: +44 (0) 77 11 555 602

This course and all associated materials are the copyright of Amicus TransTec Limited, no part may be reproduced in any form without prior permission from Amicus TransTec Limited Selling Translations and the arrow on target device are trademarks of Amicus TransTec Limited

TranZ-Arabia I 1st ProZ.com Translation Festival in the Arab World

Promoting your business March 31st 2013 Cairo University Conference Center Cairo, Egypt 30-31 March 2013

Preferred

Training Partner Approved Training Preferred

Training Partner Sales Training Partner



mailto:[email protected]

http://www.sellingtranslations.com/

http://www.douglawrence.org/



مساء الخير

لورنساسمي دوج

العربيةأنا ال أتحدث اللغة

Ana

Copyright © Amicus TransTec Limited 2010-2013 2



Warning!

• 8 ideas slowly – you retain 6

• 100 ideas – you retain 8!

• You will have a copy of these slides

• Contact me

[email protected]

www.douglawrence.org






Background

• 20 years in localization industry

• Translation technologies

• Translation industry sales training (over 6,000 people from 120 countries)

• 1 of 5 UK Government approved international web specialists (exporters into Saudi Arabia and UAE)

• Clients in the USA, Europe and Asia

• Clients in Saudi Arabia, Jordan and Yemen

• ISO TC/37 member (EN15038 / ISO 17100)




Overview

1. Create ‘your’ goal oriented strategy

2. Targeting the 'right' clients

3. Promotional methods that match your personal style

4. Market and sell to other Translation Providers and Direct Clients




Overview continued …

5. Sales strategy for domestic and international markets

6. Maximise revenue from existing accounts and break into new 'target' accounts

7. Use the web and social media to promote your services




And we’ll look at

• The industry

• Sales hints, tips and tricks

• A little bit of Search Engine Optimisation

هللاشاء إن ‎ Copyright © Amicus TransTec Limited 2010-2013 10



In my experience

1. Happy are those that know themselves

2. If the client doesn’t know who you are they can't buy from you

3. Compete or go niche

4. Direct clients cost more to acquire

5. Difficult to market services whilst delivering them

6. More than one client, more than one contact

7. It might be personal to you, but it’s just business to the client

8. If it was easy, the client would use someone else!




INDUSTRY

CSS0



Ваш успех — это наша награда

How ‘big’ is the Translation Industry

• About the same as …




Revenue as KLM/Air France

• The 673rd largest company in the world




As Apple’s profit




Half of Bill Gates’ net worth!


US $67 bn


?What are LSPs selling نجاحك هو نجاحناService Percent

2012

Total Market Opportunity 2012 (US$M)

Translation 45.70% $15,320.01

On-site interpreting 14.05% $4,709.98

Software localization 6.17% $2,068.37

Website globalization 5.44% $1,823.65

Multimedia localization 3.43% $1,149.84

Translation tools and software 3.40% $1,139.78

Telephone interpreting 2.91% $975.52

International testing/QA 2.71% $908.47

MT post-editing 2.51% $841.43

Internationalization services 2.47% $828.02

Business process outsourcing 2.40% $804.55

Voice-over / dubbing / narration 2.37% $794.50

Transcreation 1.97% $660.40

Subtitling 1.83% $613.47

Interpreting tools/software 1.36% $455.91

Video interpreting 1.29% $432.45



Definitions

• Freelance

• Translation company

• Direct client

• Internal translation department

• LSP Language Service Provider

• TSP Translation Service Provider

Copyright © Amicus TransTec Limited 2012 19


Simple Value Chain نجاحك هو نجاحنا

Client

Translation Company

Translator Reviser Copyright © Amicus TransTec Limited 2007-2013


More Complex Value Chain نجاحك هو نجاحنا

Translation Company

(regional or single language vendor)

Client

Translator

Reviser

3rd Party e.g. In-Country distributor or marketing agency

Translation Company

(multi-language)

Copyright © Amicus TransTec Limited 2007-2013



Know where you are in the chain


• International client

• In US / Europe

• Multilingual vendor

• Located in client ‘market’

• Single or regional language vendor

• Freelancer



What type of vendor are you?


Client Type LSPs Direct Both

Su

pp

lier T

yp

e

Freelan

ce

Translato

r/

Intrep

eter

Sin

gle /

Reg

ion

al

Lan

gau

ge

Ven

do

r

Mu

lti

Lan

gu

age

Ven

do

r


Ваш успех — это наша награда Do you need to be an MLV?



Ваш успех — это наша награда Can Freelancers sell direct?



Ваш успех — это наша награда Are buyers looking for new suppliers?


No!



USE GOALS TO CREATE A BUSINESS STRATEGY THAT WORKS FOR YOU

CSS1




Goal oriented

• For example, financial

– Turnover

– Profit: percentage, absolute?

• Brake into steps

– Sales

– Type of sale

– Sales methods

• Telephone

• On-line

• Face-to-face

• Measure progress



Freelance Specialisation Spectrum نجاحك هو نجاحنا

Flexible Generalist

Expert Specialist

Many subject areas Few subject areas

Higher utilisation Lower utilisation

Competitive (lower) price Premium (Higher) price

Work through agents Self-marketing / direct clients

Widely skilled Deeply skilled

Accept work Choose work

“Unit” work (words/pages) “Value” work (documents)

Training is costly Training is an investment

Professional membership is costly

Member of professional bodies



Objectives نجاحك هو نجاحنا

•S Specific

•M Measureable

•A Achievable

•R Realistic

•T Time-bound

• I In-Harmony (with you)



نجاحك هو نجاحناFreelance Sample Goal

Specific Earn EUR 1,500 after tax and expenses per month

Measureable Excel sheet with monthly costs and sales (estimated tax)

Achievable 20,000 words at 10 cents per word = EUR 2000 – 500 tax/exps

Realistic 10 days work per month

Time-bound Within 8 month’s time

In-Harmony -Contact translation companies -Work and subject I enjoy -Yoga twice a week




TARGETING THE 'RIGHT’ KIND OF CLIENTS

CSS2




Right type of clients

• Those you want to work for (again?)

• Give help and support

• Share your values

• Pay well (good price and timely)

• Are loyal?

• Review your existing clients

• Compare against ideal profile




CHOOSING PROMOTIONAL METHODS THAT MATCH YOUR PERSONAL STYLE

CSS3





If the client doesn’t know who you are they can’t buy from you!


?Where does your business come from نجاحك هو نجاحنا


LSPs

Direct Clients

Other Translators and Interpreters (Fellow Language

Professionals)

Different sales and marketing skills may be required for each of the three sources



Promotional Methods

• Be found by the ‘right’ clients

• Search for yourself on-line

• On-line presence Web, blog, groups, Twitter, ProZ – LinkedIn, Xing, other regional equivalents

• Direct mail (letters: Attract Interest Desire Action)

• Telephone(cold-calls and existing clients)

• Insider / expert

• Networking

• Testimonials

• Referrals

• Email (can be illegal in some countries)

• Visiting clients

• Exhibitions and conferences




Promotional methods

• Choose your promotional methods that work for you

– What works in the international markets?

– What works in Egypt?

– What works with your clients?

• Develop a message for your domestic and international audiences




MARKET AND SELL YOUR SERVICES MORE EFFECTIVELY TO OTHER TRANSLATION PROVIDERS AND DIRECT CLIENTS

CSS4



Prioritise your effort نجاحك هو نجاحنا

Will Might Never





Judge a man by his questions, rather than by his answers

Voltaire



Qualify the client using memory aids

• MAN

• Money

• Authority

• Need

• BANT

–Budget

–Authority

–Need

–Time




Selling

• Understanding the prospect’s buying process

• Help them move along the stages of commitment

• Win their order

• Listening

• Asking the right questions

• Pushy or consultative





Sales Opportunity

Mind Map

Qualified?

MAN (Money

Authority

Need)

TRANSLATIONS

Type of services

Realistic budget

Authority

Need and business

drivers

Solution

Languages

Align with decision

process

Time

Initial or repeat

Other bidders

New or existing

Size & Scope

What do we have to

do to secure the

order?

ResponseResources required

Form of response

Tailored to make us

favourites?

Client knowledge Org chart required?

Next action

Bid team

Management

support

Account

development (Win,

Protect and

Expand)

More contacts

More revenue

sources

Asphyxiate the

competition

Sample Sales Opportunity Mind Map



Routinization

• Templates

• PowerPoint decks

• Letters

• Emails

• Client horizontal and vertical focus

• Email sign-ups




SELLING TO LSPS




Which LSPs?

• Lists of LSPs available at

– ATA TCD www.ata-tcd.com

– EU ATC www.euatc.org

– UK ATC www.atc.org.uk

– ALC www.alcus.org

– Search Google

• Research LSPs

– User groups, e.g. LinkedIn, FIT networks and ProZ

– Kelly, Kompass, and Hoovers

– Government company registration offices


http://www.ata-tcd.com/



http://www.euatc.org/

http://www.atc.org.uk/

http://www.alcus.org/



Vendor Manager Comments

• Research LSP before submitting your CV

• If LSP has on-line application system – use it

• Apply to companies that ‘sell’ your specialisations

• Learn how to market / sell your services

• References / testimonials / test translations





• Curriculum Vitae (CV) / Resume: if possible look at other good examples first and online application systems of reputable companies

• Order of on-line questions can show how companies ‘sift’ through information

• Try to stand ‘out of the pile’





• Be prepared for the rejections

• One translation company uses 43 vendor companies for French – not including freelance translators

• Could you cover holiday periods June, August for translation companies?

• You can compete in flexibility

– Willing to travel and / or work on-site e.g. software on-site linguistic testing





Sales strategy

Sales / contact Method by priority

New / existing

Invest time/ money

Pricing Segments

Agency

Direct

Agency & Direct



DEVELOP A SALES STRATEGY FOR YOUR DOMESTIC AND INTERNATIONAL MARKET

CSS5




International clients

Benefits Drawbacks Higher rates More difficult to find / higher sales

cost

Spread risk Broader service mix required

More interesting work? Additional resources

Different legal / tax jurisdictions


• What other benefits and drawbacks would you add?



Source language promotion

• Promote in the language of your client (e.g. website and ProZ profile in English)

• English natives often judge translation provider by their skill in English!




Vertical Markets

• What are Arabic ‘import’ markets?

• Which require translation?




MAXIMISE REVENUE FROM EXISTING ACCOUNTS AND BREAK INTO NEW 'TARGET' ACCOUNTS

CSS6




More than one contact


Manager

Translation manager

In-house Translator

In-house Translator

In-house Translator



More from the Same

• Account management

• Vertical and horizontal chains

• “Asphyxiate the competition”

• Know the stakeholders

• Key accounts first




Manage (Account)

• Execute, implement, measure success, search for new opportunities

• Support

• Monitor implementation, support plan, maintain feedback

• Communicate

• Regular contact, newsletters, growing the account, asking for leads into other departments




Farming Existing clients

• Ask for

• case studies, references, testimonials

• referrals

• Anyone else in the organisation that is affected by the translation process

• Competitor information

• If they know of any other translation business happening

• Make personal relationships

• Find one more connection each time you communicate and build on it each time you make contact

• Job /career / company politics

• Personal hobbies, family, aspirations

• For important accounts create an organisation chart

• Also helps to ‘seek out’ bigger business

61 Copyright © Amicus TransTec Limited 2007-2013



Retaining a client

• Quality of services

• Customer service

• Account management

• Communication

• Referrals within the customer




Contacting lost opportunities / clients

• Step back and re-approach the prospect

• As soon as you get the bad news

• Ask if there is anything you can do

• If not respect and accept the decision with grace

• Investigate why you lost

• Ask how you can bridge the gap in the future

• Request permission to re-contact in the future

• Let them know you’re

• always there in the background

• still interested if they need additional services or are reconsidering their decision

• Translation is not a one off requirement




USE THE WEB AND SOCIAL MEDIA TO PROMOTE YOUR SERVICES

CSS7




Web Presence

• What’s the purpose of your web site / presence?

• Web copy

• Who will maintain it?

• Do-it-yourself?

• Social networking

• Check name availability (Knowem.com

and namechk.com)

• Aggregation of message (e.g. HootSuite)

• Choose one transliteration




Social Media Profiles

• Many services expect you to have a personal profile before you can set up a company page (e.g., LinkedIn)

• These personal profiles will often be found in searches as well as your company page

• If you do not want to use a picture of your self on your profile use a logo or other professional image




Search as your client

• Use their Google

• Their language

• Their search terms

• Their industry




Hints, tips and tricks





Die kochen auch nur mit Wasser


Show they what they want نجاحك هو نجاحنا




Reward yourself




Quoting checklist

• Make it compelling and in the client’s language

• Clear, Concise, Correct and Complete

• For new or existing client?

• Time limited

• Terms and Conditions

• Errors and Omissions Excepted

• Options

• VAT and Currency

• Use Excel if appropriate

• Record and Follow-up

• If in doubt with Description repeat the purchase instructions



… Listening نجاحك هو نجاحنا

“When you’re with a prospect, you listen to them as if you’re hard of

hearing! Listen to them as though you must read their lips.

Give them your undivided attention. Show them you are

interested in understanding how they feel. Listen with empathy.”

Anthony Parinello, Selling to VITO, page 39, after using a hearing aid after years in Naval service.




Feel Felt Found

• I understand how you feel

• Other clients (in your sector) felt that I was expensive

• But they found when using me for their translation into Arabic they:

– had fewer errors

– less project management overhead

– reduced their translation cost over the long term

• Would you like to speak to a few a my clients?



Resolving Scepticism نجاحك هو نجاحنا

Not sure I want to use a Egyptian

translator

Acknowledge the concern

Probe appropriately “Would you care to

elaborate?”

Provide relevant proof

Check for acceptance

Feel Felt

Found 83 Copyright © Amicus TransTec Limited 2007-2013


Resolving A Drawback نجاحك هو نجاحنا

Drawback: You’re not offering 24/7 contact

Acknowledge: I can offer telephone support from 08:00 until 18:00 CET time, whilst I realise that isn’t 24/7

Refocus on the ‘Bigger picture’: I do provide all the other services you need

Outweigh with previously accepted benefits: Because I meet all your other needs there is less

need to communicate during the night

Check for acceptance 84 Copyright © Amicus TransTec Limited 2007-2013



So what …

• Feature becomes a benefit when the client can’t say ‘So what’ any more




FUD: Fear Uncertainty and Doubt

• Yes that’s a great idea

• I like your thinking

• I’ve seen it work in a few instances

• But whoa! ... I can tell you some horror stories. Like the time ...

• My clients have always found that ...

Closely related to the B*** S*** sandwich;

Compliment, criticism, compliment




Price too high?

• Disagree / act surprised!

• Never happened before?

• Maybe there has been a mistake?

• Just how far out am I?

• Of course it is!

• I’m the best

• This is medical, legal, CEO’s address etc...

• If my price appears higher than my competitors there is a good reason

2 responses




Pricing strategies

• Going in low

– It is difficult to raise prices afterwards

– You could try raising prices gradually over time “boiling the frog”

Copyright © Amicus TransTec Limited 2007-2013

– Many companies don’t want to upset existing clients

– Freelance translators find it difficult to raise prices over time to translation companies

– Translation memory can help with this



Technology



نجاحك هو نجاحنا"I keep six honest serving-men

(They taught me all I knew) Their names are What and Why and When And How and Where and Who."

Rudyard Kipling Just So Stories, 1902

Original woodcut illustration for The Just So story 'How the Rhino got its skin' by Rudyard Kipling 90 Copyright © Amicus TransTec Limited 2007-2013



A LITTLE BIT OF SEARCH ENGINE OPTIMISATION

CSS0




Services you can provide

• Translation and localization (adapting text, domain name and hosting)

• Partial translation better than none

• Keyword and competitor/industry research

• Google snippet translation

• Back links from ‘in market’ web sites

• Checking the web site afterwards

• Submit and check ‘Arabic’ enquiry

• Performing searches over the following months

• Handling / translating Arabic enquiries Copyright © Amicus TransTec Limited 2010-2013 92



Useful tools (all free)

• Quirk on Firefox (keyword density analyser)

• Chrome SEO tool

• Alexa.com (backlinks and traffic information)

• Google Keywords tool

• Google Conversion Goals

• www.google.com.eg/ncr

• Google “site:www.website.xxx”

• Matt Cutts and Google Webmaster Tools YouTube channel

• Yandex and Baidu are looking at Arabic





Doug Lawrence

[email protected]

www.sellingtranslations.com

www.douglawrence.org

Tel: +44 (0) 1562 74 66 32

Mob: +44 (0) 7711 555 602

كرا جزيالش

Questions?






Selling Translations انحاجن وه كحاجن · Selling Translations® Ваш успех —...

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