Translation Industry Sales Hints and Tips

Hints, tips and tricks

douglawrence.com #tttconf

Drive Attitude Confidence• Drive

• “Get up and go” every morning• Focus on goals and personal achievement• Ambition to succeed

• Attitude• Positive expectancy• Learn and accept assistance• Always looking to achieve more

• Confidence• Will perform even under pressure• Believe in the value of the company, people and offering• Face new challenges knowing you can win!

Die kochen auch nur mit Wasser

Show they what they want

Sell them what they need

Copyright © Amicus TransTec Limited 2007-2012 6

Celebrate your successes!

Reward yourself

So what …• A feature becomes a benefit when the client can’t say “So what?”

anymore

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?

• We’re the best• This is medical, legal, CEO’s

address etc...• If our price appears higher

than our competitors there is a good reason

2 responses

Of course it is!• Never happened before?• Maybe there has been a

mistake?• Just how far out are we?

Disagree / act surprised!

Feel Felt Found• I understand how you feel

• Other clients (in your sector) felt that we were expensive

• But they found when using us for their translation into 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?

Pricing strategies• Going in low• It is difficult to raise prices afterwards• You could try raising prices gradually

over time “boiling the frog”

– Many providers don’t want to upset existing clients– Translation memory (and MT) can help with this

https://support.google.com/webmasters/answer/182192?hl=en

Create an organization chart for big clients

Notes:

Target work giver / involved in decision process

Company NameChairman Name

Revenue and Number of employees

Board

EMEAUS

NameTitle

CountryLocation

CountryLocation

CountryLocation HQ Country

LocationCountryLocation

CountryLocation

Division DivisionLocal Office

NameTitle (CEO?)

NameTitle (VP level)






NameTitle (Dept level)



External Contact e.g. contractor

NameTitle (Operative)

Asia Pacific

Level of Contact Abbreviations KeyM=Met, T=Telephone, DB=Database captured

Company activities descriptionCompany url

ClientsList with urls

ReferenceDocuments

Filed FinancialStatements

Marketing Literature

Trading and registered name

Founding Date

CompanyRegistration

Number

Registered office address

VAT Number

Unplaced contact names and details

Unknown Contract

Pro-Competitor Contact

Neutral Contact

Pro-our solution

Board Members:??

12 named Contacts11 Neutral to Pro-

6 know us4 Active Contacts

Hvala lepa!Čas za vprašanja

douglawrence.com

#tttconf