selling the value of language and human translators
TRANSCRIPT
SELLING THE VALUE OF LANGUAGE AND
HUMAN TRANSLATORS
COLORADO TRANSLATORS ASSOCIATION CONFERENCE
MAY 2, 2015
WHO WE ARE
AGENDA
• State of Industry
• How LSPs Can Change Things
• How Translators Can Help Themselves
WHY DOES THIS MATTER?
• Translators and language are backbone of industry • Relationship between LSPs and freelancers is key • Conversations affect quality of language
STATE OF THE INDUSTRY
From 2008 to 2012,
42%*
average per word rate
*CSA, September 2012
Language quality and process Technical offerings minimal Print media Industry highly fragmented
1980S & EARLY 90S
CAT tools and GMS Machine Translation & Digital increase Push towards lower-cost, high volume Mergers & acquisitions
LATE 90S & 2000S
TECHNOLOGY IS KING
PRODUCTION LINE THINKING
COMMODITIES
HOW HAVE TRANSLATORS BEEN AFFECTED?
AGGRESSIVE MANAGEMENT
AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc.)
AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc)
Oversell to clients and push problems of meeting expectations on PMs and resources
AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc)
Oversell to clients and push problems of meeting expectations on PMs and resources
Ads say “Urgent __Translation into __. We will pay __ per word.”
LOW RATES, HIGH VOLUMES
LOW RATES, HIGH VOLUMES
Pay very low per word rates
LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments
LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments
Demand discounts on high-volume work without negotiation
LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments
Demand discounts on high-volume work without negotiation
Not receptive to any rate increases
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
“Dear Translator”/ “Dear Supplier”
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent opportunities
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent opportunities
Little to no engagement with company
IMPERSONAL EXPERIENCE
Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent opportunities
Little to no engagement with company
Little long-term development opportunities
IMPERSONAL EXPERIENCE
HOW CAN WE CHANGE THIS?
WHAT LSPS CAN DO
CLIENT’S ENVIRONMENT
CLIENT EDUCATION
CLIENT EDUCATION
“While it is difficult for individual translators to
ask for higher rates, large agencies should be in
the position to educate clients on why
translators should be paid rates that are
adequate for a profession that requires not only
a university degree but also extensive
experience and dedication in order to provide
high-quality services.”
CLIENT EDUCATION
What is quality to the client? How do they measure it?
CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given
CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given
Available for questions
CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given
Available for questions
Develop feedback loop
CSA REPORT ON QUALITY SELL
*CSA, April 2014
CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
*CSA, April 2014
CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
*CSA, April 2014
CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
Help clients choose right level for their content
*CSA, April 2014
CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
Help client choose right level for their content
Document client’s choice & agree on how quality will be measured
*CSA, April 2014
TRANSPARENCY IS KEY
TRANSPARENCY IS KEY
Itemized quotes
TRANSPARENCY IS KEY
Itemized quotes
What to ask other LSPs
TRANSPARENCY IS KEY
Itemized quotes
What to ask other LSPs
Show who is on team
LEAVE IT IN THE CLIENT’S HANDS
ENGAGE WITH YOUR FREELANCERS
COMMUNICATION
COMMUNICATION
News updates
COMMUNICATION
News updates
Phone calls
COMMUNICATION
News updates
Phone calls
Share goals and information
COMMUNICATION
News updates
Phone calls
Share goals and information
Provide clear and detailed project briefs
TREAT THEM AS HUMAN BEINGS
LONG-TERM RELATIONSHIPS
HOW TRANSLATORS CAN HELP THEMSELVES
PERSONALIZE
PERSONALIZE
Hobbies/Interests: “I like to bake cakes and eat them with my family while watching cartoons.”
RÉSUMÉ TIPS
RÉSUMÉ TIPS
Research hiring manager/recruiter
RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions
RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions
Proofread!
RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions
Proofread!
Adapt for LSP’s country
RÉSUMÉ TIPS
I am a native speaker of __________.
My minimum rate is 0.07 Euro per source word.
But I prefer to work at 0.08 Euro per source word.
I charge for my services at least 30 Euro per hour.
And my minimum charge per document is 25 EUR.
I have obtained a tranlsation degree.
I work as a translator since 2007.
By today, I have translated about 1000,000 words.
KNOW YOUR PLAN
CONNECTING WITH NEW CLIENTS
CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients
CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients
Be friendly & engaging
CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients
Be friendly & engaging
Know your goals & start the conversation
WHAT DOES AN EXCELLENT FREELANCER LOOK LIKE?
EMPOWER YOURSELF
BRIGHT FUTURE
QUESTIONS?
WANT TO WORK WITH US?
Contact us at:
Michelle Miller
Director, People Operations
Wordbank, LLC
1.720.359.1636
THANK YOU
FOR YOUR TIME!