It is not uncommon for translation and localization companies to work sporadically and spontaneously for multiple clients from different industries, with very different areas of expertise and a very specific style. Often, providers of translation and localization services are recommended by someone in their network or random clients spontaneously find them through their website or other marketing resources.
The concept of working with extremely different random clients may work for a while. It ‘pushes’ translation and localization companies to develop and strengthen their adaptability to:
Nevertheless, in the long run, not having perfect-fit customers can be quite costly as managing and coordinating multitude of different types of projects requires plenty of time and energy both on the project management and translator team part.
Therefore, automating and optimizing translation workflows efficiently and effectively can be a difficult task. One translation company may work mainly with large corporate clients from IT or the pharmaceutical industry, the other with EU institutions, the third with certified translations and subtitles. In such scenarios, random clients mean:
This may happen frequently for just a few translated pages and even without the potential for a long-term relationship. Sometimes it’s an uphill battle.
Also, translators get frustrated because they must constantly switch from one style to another, which can severely impact their productivity. A translator who has worked on medical and pharmaceutical content for a few years cannot, in the blink of an eye, switch to a marketing text about water pumps or wheat harvesters. It takes a lot of time and energy to get familiar with the new area of expertise, terminology, style, and other specifics.
And time is the most valuable resource a company can have.
Furthermore, this is also a problem for similar professional services such as:
The solutions here can be:
In this way, you have a clear plan how to reach and retain your ideal clients who resonate with your specializations, communication style and tone, beliefs, and values. The above-mentioned solutions help you to find the perfect fit for your business model so that both your customers and you are truly satisfied with the collaboration. Satisfaction is the key here as:
On the other hand, satisfied clients will ideally remember the good customer experience, enjoy interacting with you and gladly ask for more, and finally will recommend you further – they will be your business evangelists. And being recommended in business is one of the most efficient marketing efforts.
This reminds of the situation in Lewis Carol’s Alice in Wonderland: one day Alice came to a fork in the road and saw a Cheshire Cat in a tree. ‘Which way do you want me to go?” she asked. ‘Which way do you want to go?” was his reply. ‘I do not know,’ Alice answered. ‘Then,’ said the cat, ‘it does not matter.
If you are not quite sure, Profecta BDI can help you find the answers and guide you on your way as a coach, accountability partner, business development support, and neutral observer. The discussion about the importance of having a strategy will continue on our blog, so stay tuned.
And, if you want to learn more about how to sell your translation services in 2023, please reserve your spot now and register for our webinar: Sell Your Translation Services Like Hot Cakes Through Calls and Emails.
Wishing you as many ideal clients as you want!