This document provides guidance on deciding, describing, and delivering translation services internationally. It recommends translation companies and exporters decide which markets and methods to target based on their strengths and client needs. Companies should describe their offerings in terms of geography, language, industry and services. The document also gives tips for delivering services adapted to international clients, such as through direct sales, partners, websites or marketplaces. It stresses the importance of communication and adding value through elements like properly translated websites.
2. Why?
For you and your clients
Eat your own dog food!
International market penetration strategy
Communicate to compete
3. Decide: methods and markets
Describe: offerings; products, and
services
Deliver: adapt and implement
4. Client selling methods
Exporting companies might sell:
! Direct to international clients
! Through sales partners
! Online
!Their own website
!Marketplaces
5. Translation company sales methods
Smaller translation companies may sell
! Proactively domestically
! Reactively internationally
! A domestic multilingual vendor (MLV)
! An international single or regional language vendor
(SLV/RLV)
6. Decide: Methods
What are you good at doing?
What do you enjoy doing?
What do your prospective clients respond
positively to?
7. Decide: Market selection
Geography
Language
Political/legal area EU/NAFTA
Sales regions eg EMEA
Industry
8. EMEA example
Who many countries?
! Approximately 116
Largest country by population?
! Nigeria 182m
Language?
! English
!Hausa, Igbo, and Yoruba
10. The 3 TTTs
Translation message first
Technology have a good story
Terminology wouldnt that be great!
11. Approaches to international clients
Teddy bear
Wants to be loved by the clients
Turtle
Wants the clients to go away
Fox
Tries to strike the best deal with clients
Owl
Adapts their process to fit the clients
Shark
Doesnt care as long as they get the deal!
12. Website translation add value
Right message
Flags vs languages
Translated content on correct domain or not geo-
targeted
Test enquiry forms
Frequently asked questions
Videos