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

michelle_miller@wordbank.com

THANK YOU

FOR YOUR TIME!