際際滷

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Decide | Describe | Deliver
douglawrence.com #tttconf
Why?
 For you and your clients
 Eat your own dog food!
 International market penetration strategy
 Communicate to compete
Decide: methods and markets
Describe: offerings; products, and
services
Deliver: adapt and implement
Client selling methods
 Exporting companies might sell:
! Direct to international clients
! Through sales partners
! Online
!Their own website
!Marketplaces
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)
Decide: Methods
 What are you good at doing?
 What do you enjoy doing?
 What do your prospective clients respond
positively to?
Decide: Market selection
 Geography
 Language
 Political/legal area EU/NAFTA
 Sales regions eg EMEA
 Industry
EMEA example
 Who many countries?
! Approximately 116
 Largest country by population?
! Nigeria 182m
 Language?
! English
!Hausa, Igbo, and Yoruba
Describe: offerings
 Geography
 Language
 Political/legal area EU/NAFTA
 Sales regions eg EMEA
 Industry
The 3 TTTs
 Translation  message first
 Technology  have a good story
 Terminology  wouldnt that be great!
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!
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
eCommerce is already here
Hvala lepa!
as za vpra邸anja
douglawrence.com
#tttconf

More Related Content

Decide Describe Deliver For Translation Providers

  • 1. Decide | Describe | Deliver douglawrence.com #tttconf
  • 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
  • 9. Describe: offerings Geography Language Political/legal area EU/NAFTA Sales regions eg EMEA Industry
  • 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
  • 14. Hvala lepa! as za vpra邸anja douglawrence.com #tttconf