Decide | Describe | Deliver

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Who are you?

Who am I?

fruit

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 clientsThrough sales partners Online

Their own websiteMarketplaces

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?EnglishHausa, 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 – wouldn’t 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 client’s• Shark• Doesn’t care as long as they get the deal!

car

building

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!

Čas za vprašanjadouglawrence.com

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