sales agent training harvey jenkins network manager language drives us, excellence defines us

Sales Agent Training Harvey Jenkins Network Manager Language drives us, excellence defines us.

Agenda Welcome About Wolfestone Products and Services Winning Business Project Management The Language Services Market Selling Translations Marketing Support On-going Support Language drives us, excellence defines us.

About Wolfestone Roy Allkin MBA, BA (Hons) CEO Wolfestone Translation Ltd President Association of Translation Companies UK 2011 Welsh Entrepreneur of the Year Language drives us, excellence defines us.

Who are Wolfestone? One of the fastest growing companies in Wales - Fast Growth 50 - 6th Fastest Growing Company in all sectors - Fastest Growing Service Sector Company Have been operating for 6 years 30 employees in the UK Largest translation company in Wales 5th fastest growing translation company in the UK Presidency of the ATC (Association of Translation Companies) Language drives us, excellence defines us.

Have at least doubled turnover and profit for each of the last 5 years and on target to do so this year again Growth has been organic with no borrowing the company has no debt We work in both the B2C and B2B markets Have a comprehensive range of services and offerings Wolfestone is committed to an ethical approach to business We take our Corporate Social Responsibilities seriously and regularly sponsor events, awards, teams, etc. A global network of over 6000 qualified, vetted, tested and referenced professional linguists on our database. Language drives us, excellence defines us.

Multi-Award Winning! 2008 Most Promising New Business Wales FSB British Business Champions Most Promising New Business UK Runner-up FSB British Business Champions Business Service Business of the Year South Wales Business Awards 2009 Young Business of the Year Swansea Bay Regional Business Awards Best Business - Marriott Hotels / Evening Post Business Awards Business Service Business of the Year South Wales Business Awards Overall Business of the Year South Wales Business Awards Swansea Bay Business Woman of the Year Swansea Bay Woman of the Year Awards Swansea Bay Woman of the Year Swansea Bay Woman of the Year Awards 2010 Women in Business Awards Highly Commended Online Innovation Award Women in Business Awards Highly Commended Go Green Award Entrepreneur of the Year Runner-up Chambers of Commerce Business Awards Welsh Business of the Year Runner-up Chambers of Commerce Business Awards Business Service Business of the Year Runner-up South Wales Business Awards Language drives us, excellence defines us.

2011 Santander International Trade Award Finalist Santander International Trade Awards Business Service Business of the Year South Wales Business Awards Fast Growth 50 14th Fastest Growing Company in all sectors in Wales 2nd Fastest Growing Service Sector Company International Business Award Swansea Bay Regional Business Awards Entrepreneur of the Year IWA / Western Mail Business Awards Award for Skills & People Development - Chamber of Commerce Awards Most Promising Growth Business - Finalist - Chamber of Commerce Awards Welsh Company of the Year - Finalist - Chamber of Commerce Awards Entrepreneur of the Year - Finalist - Chamber of Commerce Awards 2012 Business of the Month February 2012 - South Wales Evening Post and Business Life Awards Award for Talent and Innovation (Winner) - Institute of Directors Awards 6th Fastest Growing Company in all sectors in Wales Fast Growth 50 Fastest Growing Business (Winner) - Business and Professional Services Category Fast Growth 50 Woman of the Year (Winner) - Women in Business 2012 Awards Commitment to People Development (Winner) - Chamber Awards 2012 Business of the Year (Winner) - Chamber Awards 2012 Language drives us, excellence defines us.

The Language Industry Common Sense Advisory calculates that the market for outsourced language services is worth US$31.438 billion in 2011 (was not expected to reach US$29 billion until 2014). This market size is conservatively increasing by 7.41% per annum and is probably closer to 12.17% per annum. At the lower estimate that gives us a 2013 market of $36.270 billion! Who speaks what online? Language drives us, excellence defines us.

Thank you! Language drives us, excellence defines us.

Products and Services Translation Proof-reading Localisation Interpreting Transcreation Voiceover Transcription Subtitling Desk Top Publishing Language drives us, excellence defines us.

Translation The process of translating words or text from one language into another We cover all language combinations Use only in country native speakers Typically 2,000 words per day Technical translations utilise a translator with industry specific knowledge Costs depend on technicality, language pairings and speed 2 Levels of service Elite or Elite Plus Language drives us, excellence defines us.

Proof-reading To read (copy or proof) in order to find errors and mark corrections Provided as an integral part of translation Independently done not by the original translator Technical proof-reading utilise a translator with industry specific knowledge Half the price of translation Language drives us, excellence defines us.

Localisation a comprehensive study of the target culture in order to correctly adapt the product to local needs Part of the process of cultural adaption Usually refers to web-sites, software and video games Necessary for any branding or marketing products In country review is an essential part of this process Language drives us, excellence defines us.

Interpreting Translate orally the words of another person speaking a different language Often called translators as well Use only native speakers in one of the languages Harder to find than translators often have to be physically at the location Telephone interpreting is an option Language drives us, excellence defines us.

Transcreation An adaptation of a creative work into another language or culture Typically used for marketing material A full recreation of the original work which ensures that the intended message is conveyed Helps maintain brand integrity and consistency in different countries Language drives us, excellence defines us.

Brand Blunder No 1 Language drives us, excellence defines us.

Brand Blunder No 2 Come Alive with the Pepsi Generation Language drives us, excellence defines us. Was translated as Pepsi brings your ancestors back from the dead in Chinese

Voiceover A production technique where a voice that is not part of the narrative is used in a radio, television production, filmmaking, theatre, or other presentations Database of voiceover artists held in-house Can provide samples to help client choose most appropriate In house state of the art studio In house studio technicians meaning rates are very competitive Language drives us, excellence defines us.

Transcription A written or printed representation of something, typically an audio file Able to transcribe any file type (i.e CD, DVD, MP3, MPEG, AVI etc) Expertise in different fields (legal, medical, business etc) Translation often follows transcription Can be time consuming Language drives us, excellence defines us.

Subtitling A printed translation of the dialogue of a foreign-language film shown at the bottom of the screen Also called closed caption In house capability Language drives us, excellence defines us.

Desk Top Publishing The creation of printed materials using page layout on a personal computer From simple re-aligning of text to complete redesign of brochure Arabic and other right to left languages most affected Delivered in almost any PC or Mac format InDesign is most common In house designers Language drives us, excellence defines us.

Winning Business How we operate Costs/Ratecards Producing Quotes Order Processing Timescales Payment Terms Language drives us, excellence defines us.

How We Operate Client has need of translation Request for quote sent to us We analyse the document and prepare quote based on language combination, speed required and technicality Send quote to client and add to our Synergy X system If client gives go ahead, quote is converted to a project on Synergy X and automatically sent to Project Management team PM team source correct freelancer for the job and coordinate Completed project returned to client and confirmation copied in to sales person Language drives us, excellence defines us.

Rate Cards Will be provided to you for easy reference Available in electronic format Also provided for Voiceovers There is room for negotiation! Regular work allows us to build Translation Memory reduces cost and increases speed Language drives us, excellence defines us.

Quote Examples We receive inbound quotes by various methods, the most common 3 being: Email Telephone Walk in The first 2 are mostly generated by the internet and all 3 are dealt with by the inbound sales team. Walk ins are mostly individuals looking to translate their marriage/birth certificates. Language drives us, excellence defines us.

Step 1 First of all, as the client has attached the files here, we would analyse the files for source language, check the subject matter and see if there is technical content, check word count (checking for words in any embedded images), check format and whether the client would need any Desk Top Publishing. Language drives us, excellence defines us.

Step 2 The sales person would ring the client to see if there are any special instructions for the project and if there was an urgent timescale. This would also be the time to ask if the client has the source files if the document is a PDF. The sales person would also ask the client what the deciding factors were on the quote Language drives us, excellence defines us.

Step 3 The quote would be calculated using the quote calculator and taking into account all of the data collected from the client. All of the information is included in Synergy X. The Usual follow up procedure is followed and once the quote has converted into a sale the project is passed on to the project management team. Language drives us, excellence defines us.

Step 4 This information is necessary for the project managers to do their job. Service Needed: Level of Service: Language Combination: Deadline: Word count: Number of documents: Number of pages: File type output: XTM: DTP: Certification: Reference Material: Terminology or Glossaries: Cost: + VAT Language drives us, excellence defines us.

Timescales Work on principle of 2K words per day Premium for getting it done quicker For urgent translations we can split between more than one translator can compromise on quality though Language drives us, excellence defines us.

Payment Terms For first job - up front payment Can be negotiated to 50% if client has issue with this Future jobs account set up. Standard terms are 21 days Can be extended to 30 days on request Anything longer only with special authorisation Payment can be made by card over the phone Language drives us, excellence defines us.

Project Management Project Management department receives a notification through Synergy X to say a job has been confirmed. Senior PM or ASPM will assess the project and distribute to a PM within the team based on language combination, client, specialisation, availability or a combination of the previous. The PM then checks through the details of the project and also checks to make sure they have enough / all the information to be able to manage the project effectively. If all the required information is present, the PM will begin work on the project, if not, they will contact the Sales Person to get clarification. The PM will send a Project Confirmation email to the client to introduce themselves, ccing in the Sales person. Language drives us, excellence defines us.

Project Management The PM will now begin supplier selection and assign the project to the correct team / individual based on language combination, specialisation, timescales, reliability, location and budget (If no suppliers are available the PM will contact the Vendor management team to recruit a suitable supplier or will do the recruitment themselves if deadline is tight). We recruit linguists from databases such as Proz, Translators Caf and using external applications from freelancers. All linguists are selected and tested against a stringent VM policy. The PM will confirm a deadline with the supplier leaving enough time to run final QA checks before sending back to the client. Such checks include Spelling, Consistency, Grammar etc. Once the project is complete and has been checked, the PM then sends the final files back to the client and ccs in the sales person. Language drives us, excellence defines us.

Brand Blunder No 3 Language drives us, excellence defines us. Translated in to Chinese as Eat your finger off

Language Services Market Currently $36 billion annually Growing at 7.2% per year even now Fragmented market Lots of small players and one man bands Handful of big boys Language drives us, excellence defines us.

Competition According to Common Sense Advisory there were 25,256 Language Service Providers worldwide Europe has a 49% share of the world market 3.6% of providers account for 17% of market 63% of translation companies have 5 or fewer workers Its a young industry 48% of professionals are in their 30s Language drives us, excellence defines us.

Top 10 Northern European LSPs Language drives us, excellence defines us.

Growth and Forecasts Language drives us, excellence defines us.

Potential of the Translation Industry Language drives us, excellence defines us.

Languages for Business 2 studies of UK businesses. Principal author: S Hagen, Newport University ELAN 100 UK businesses 2006 commissioned by European Commission/CILT ARCTIC 93 SMEs 2012 funded by the Arts & Humanities Research Council The following slides are based on the findings of these reports Language drives us, excellence defines us.

Worldwide Commerce English accounts for only 30% of world GDP Chinese 23% Japanese 5.6% Spanish 5.2% German 4.9% French 4.2% Portuguese 3.4% Language drives us, excellence defines us.

The Internet The next internet revolution will not be in English! The proportion of English webpages is declining relative to others While internet usage has increased by 40% in the USA, it went up 200% in Brazil, 300% in India and over 500% in China Language drives us, excellence defines us.

Language barriers as a tariff on trade Language differences act as trade barriers and have been quantified as between 15%-22% in terms of tariff equivalents Sharing a common language can increase bilateral trade by between 75% and 170% Language drives us, excellence defines us.

Language barriers for UK export companies At least 20%-25% of export companies in England and Wales regularly declared they had lost business due to language or cultural differences Estimates suggest that barriers currently cost the UK at least 7.3b and possibly as high as 16b in overseas trade Language drives us, excellence defines us.

Features of Successful exporters According to the ELAN report, 5 actions have been found to increase sales abroad Employment of staff with existing language skills A Language Management strategy Employment of nationals Use of professional translators e.g for high quality translation and localisation Multi-lingual and culturally adapted website Language drives us, excellence defines us.

The benefits of using the customers language Established a positive rapport and sense of trust Shows respect for cultural and religious differences Demonstrates a long term commitment to foreign market Shows employees and foreign clients that you mean business Increases the flow of market intelligence and customer feedback and understanding its real meaning Language drives us, excellence defines us.

Increase in turnover due to Language Management Strategy Language drives us, excellence defines us.

Multilingual websites The vast majority of top performing export companies in Europe have invested in multilingual websites For example Rapine Paberlvabrick (Estonia) translated its website in to 6 languages They measured the impact on sales in the various markets where it has the language on the website Adapted websites have increased sales by between 16% and 25% Language drives us, excellence defines us.

Lost Business Language drives us, excellence defines us.

Future plans Language drives us, excellence defines us.

The Future is International we started exporting and it saved us (Quality Manager, Surrey) Export is a game-changer (MD, Bristol) Language drives us, excellence defines us.

Selling Translations Its a complicated sell It does require cold calling Whilst there are no rules for success, there is advice on how to approach this Language drives us, excellence defines us

Barriers to Cold Calling Fragmented market Lack of focus Preconceptions its always about cost How we engage the potential clients Same message to everyone Starting in the wrong place Asking the wrong questions Giving up too soon Language drives us, excellence defines us.

Approaching Clients Understand your clients industries and their roles Define the projects they could be working on Helps inform which leads to contact Helps to pitch your approach to them Language drives us, excellence defines us.

Sources of Leads Wolfestone Mint Personal Networks Press Trigger events Networking events Own research Language drives us, excellence defines us.

Myriad of Buyers Marketing Assistant Product Manager Marketing Communications Webmaster Language drives us, excellence defines us. Managing Director HR Manager Training Manager Compliance Manager Technical Author Publications Manager Translations Manager Localisation Manager Office Manager Legal Assistant Corporate Counsel Contracts Manager

Where are the buyers Small Organisations Language drives us, excellence defines us.

Where are the Buyers Large Organisations Language drives us, excellence defines us.

Getting the customers attention Understand their specific needs Industry Job role Goals/Problems How can translations help them achieve Goals achieved Problems solved Specific What are their metrics Language drives us, excellence defines us.

Build a cold call plan ALWAYS set an objective Find a name for a decision maker Fact find Build a Buyer Profile Based on industry and job title What are their problems likely to be How can we help them achieve their goals Language drives us, excellence defines us.

On the call - DO Opening statement Explain who you are How talking to you can benefit them Ask permission to talk Use metrics where possible Base this on Client profile Your own research Trigger events Language drives us, excellence defines us.

On the call DONT Ask for the person who deals with translations They may not have one It takes you down a blind alley It doesnt provide value Takes you straight to a price discussion Give a list of what we do Its not relevant to the customer Its boring Language drives us, excellence defines us.

Opening Statements - Example Hi, my name is xxx and I am calling from Wolfestone Translations. We have been able to help marketing managers in the IT sector increase their international sales enquiries by over 25% in two years and I was wondering if I could tell me who I could speak to to see if we could do the same for you? Language drives us, excellence defines us.

Next Steps Get commitment from them If they ask for a brochure, arrange a time to call back after they have read it Ask for a face to face meeting Ask them to send you an e-mail Get an introduction to someone else Language drives us, excellence defines us.

Be Persistent 95% of sales people make the 1 st cold call 50% make the 2 nd call 25% make the 3 rd call 15% make the 4 th call 10% make the 5 th call 5% make the 6 th call BE THAT 6 TH CALLER! Language drives us, excellence defines us.

Gatekeepers Understand their purpose they often have more power that we think Work with them rather than against Sell to them as if you were selling to the decision maker Ask for their help Language drives us, excellence defines us.

Objections Language drives us, excellence defines us. Im not interested Where are you currently getting your translation services We dont need translations How do you currently drive export sales We already have a supplier Id like to keep in touch with information fro when your new project is due Its expensive Not if you look at the returns it can deliver

Other Approaches E-mail Use messages relevant to that client Send relevant case studies where available Give specifics about follow up and follow up when you say you will! Language drives us, excellence defines us.

Real Examples! Language drives us, excellence defines us.

Real Examples! Outside a Paris dress shop Dress for street walking In a Rome laundry ladies, leave your clothes here and spend the afternoon having a good time A warning to Tokyo motorists "When a passenger of the foot heave in sight, tootle the horn. Trumpet at him melodiously at first, but if he still obstacles your passage, then tootle him with vigour. In a Bucharest hotel lobby The lift is being fixed for the next day. During that time we regret that you will be unbearable In a Bangkok temple It is forbidden to enter a woman even a foreigner if dressed as a man Language drives us, excellence defines us.

Real Examples! Yugoslavia: a sign in a hotel read "The flattening of underwear with pleasure is the job of the chambermaid. Turn to her straightaway. Switzerland: in a Swiss menu: "Our wines leave you nothing to hope for On the door of a Moscow hotel room: If this is your first visit to the USSR, you are welcome to it In a Bangkok dry-cleaners Drop your trousers here for best results Language drives us, excellence defines us.

Marketing at Wolfestone How it benefits you Arek Estall Marketing Manager Language drives us, excellence defines us.

Whats important to you? How do you convince someone of the quality of what youre selling? How can our marketing department help you do this? Language drives us, excellence defines us.

Leads? Database Lapsed Social Media Californian communications agency Language drives us, excellence defines us.

We position Wolfestone as a quality company Awards Case studies Languages we offer Services we offer ATC Media BBC, ITV, Guardian, Sunday Times Online presence Language drives us, excellence defines us.

32 awards in 5 years including... Language drives us, excellence defines us.

Case Studies Authenticity Sharing success Language drives us, excellence defines us.

Examples We were really pleased with the translation work you carried out. Our product names are one of the things that make our brand so distinctive from other pre- school toy brands. As such, it is extremely important that we have relevant, cute-sounding product names in foreign markets. As we continue to expand our business, there is of course the scope to translate product names and descriptions into further languages Wow Toys Brand Manager, January 2013 Language drives us, excellence defines us.

Examples The translation gave us the confidence to deliver to the Bulgarian market, knowing that it was specialist and catered to the end users. It helped us deliver a major contract for a new international player in the petrol forecourt business Project Manager at Fairbanks Environmental, January 2013 Language drives us, excellence defines us.

Case Studies Language drives us, excellence defines us.

Roy Allkin, co-founder of Wolfestone is the Chairman of the ATC The ATC is the oldest dedicated professional group representing the interests of translation companies in the world. It is dedicated not only to representing the interests of translation companies, but also to serving the needs of translation purchasers. Language drives us, excellence defines us.

Media coverage Language drives us, excellence defines us.

Media coverage 2012 BBC Website BBC News ITV News BBC Radio Wales Business Insider Graduate Prospects Magazine Supply Chain Brain FSB First Voice Fresh Business Entrepreneur Country International Trade Magazine Language drives us, excellence defines us.

Online Presence Redesigned website Repositioning the online presence Online reputation management Social media Language drives us, excellence defines us.

The sale is only the beginning... At Wolfestone our customer satisfaction survey showed that 99.1% of our clients are very pleased with the service we provide. This means that we get more work as a result of our quality customer service. Language drives us, excellence defines us.

Brochures New brochures are written and available in hard copy or pdf Language drives us, excellence defines us.

Feedback? How else can we help you? Contact details Language drives us, excellence defines us.

Brand Blunder No 4 Frank Perdues slogan translated into Spanish as It takes a hard man to make a chicken aroused Language drives us, excellence defines us.

On-going support Today is just a flavour Resource Centre on website Ongoing training if required Help to build proposals Accompanied visits if required Wolfestone branded materials Language drives us, excellence defines us.

Thank You and Feedback Language drives us, excellence defines us.

sales agent training harvey jenkins network manager language drives us, excellence defines us

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