Sales Agent Training

Sales Agent Training

Harvey JenkinsNetwork 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


About Wolfestone

• Roy Allkin – MBA, BA (Hons)• CEO – Wolfestone Translation Ltd

• President – Association of Translation Companies UK

• 2011 – Welsh Entrepreneur of the Year


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)


• 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.


Multi-Award Winning!2008Most Promising New Business Wales – FSB British Business ChampionsMost Promising New Business – UK Runner-up – FSB British Business ChampionsBusiness Service Business of the Year – South Wales Business Awards

2009Young Business of the Year – Swansea Bay Regional Business AwardsBest Business - Marriott Hotels / Evening Post Business AwardsBusiness Service Business of the Year – South Wales Business AwardsOverall Business of the Year – South Wales Business AwardsSwansea Bay Business Woman of the Year – Swansea Bay Woman of the Year AwardsSwansea Bay Woman of the Year – Swansea Bay Woman of the Year Awards

2010Women in Business Awards – Highly Commended – Online Innovation AwardWomen in Business Awards – Highly Commended – Go Green AwardEntrepreneur of the Year – Runner-up – Chambers of Commerce Business AwardsWelsh Business of the Year – Runner-up – Chambers of Commerce Business AwardsBusiness Service Business of the Year – Runner-up – South Wales Business Awards


• 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


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?


Thank you!


Products and Services

• Translation• Proof-reading• Localisation• Interpreting• Transcreation• Voiceover• Transcription• Subtitling• Desk Top Publishing


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


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


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


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


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


Brand Blunder No 1


Brand Blunder No 2

“Come Alive with the Pepsi Generation”


• 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


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


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


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


Winning Business

• How we operate• Costs/Ratecards• Producing Quotes• Order Processing• Timescales• Payment Terms


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


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


Quote Examples

We receive inbound quotes by various methods, the most common 3 being:• Email• Telephone• Walk inThe 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.


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.


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


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.


Step 4This 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


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


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


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, cc’ing in the Sales person.


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 Café 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 cc’s in the sales person.


Brand Blunder No 3


• 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


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• It’s a young industry – 48% of professionals are in their

30’s


Top 10 Northern European LSP’s


Growth and Forecasts


Potential of the Translation Industry


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 SME’s 2012 funded by the Arts & Humanities Research Council

• The following slides are based on the findings of these reports


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%


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 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 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


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


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


Increase in turnover due to Language Management Strategy


59

9

35

41

Sales

Increase 1-5%Increase 5-10%Increase 11-15%Increase 16-25%Increase 25%+

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%


Lost Business


05

10152025303540

ARCTIC (2012)ELAN (2006)

Future plans


010203040506070

ARCTIC (2012)ELAN (2006)

The Future is International

• “we started exporting and it saved us”(Quality Manager, Surrey)

• “Export is a game-changer”(MD, Bristol)


Selling Translations

• It’s 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


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


Sources of Leads

• Wolfestone• Mint• Personal Networks• Press • Trigger events• Networking events• Own research


Myriad of Buyers

Marketing AssistantProduct ManagerMarketing CommunicationsWebmaster


Managing DirectorHR ManagerTraining ManagerCompliance Manager

Technical AuthorPublications ManagerTranslations ManagerLocalisation Manager

Office ManagerLegal AssistantCorporate CounselContracts Manager

Where are the buyers – Small Organisations


Where are the Buyers – Large Organisations


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


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


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


On the call – DON’T

• Ask for the person who deals with translations• They may not have one• It takes you down a blind alley• It doesn’t provide value• Takes you straight to a price discussion

• Give a list of what we do• Its not relevant to the customer• Its boring


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?”


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


Be Persistent

• 95% of sales people make the 1st cold call• 50% make the 2nd call• 25% make the 3rd call• 15% make the 4th call• 10% make the 5th call• 5% make the 6th call• BE THAT 6TH CALLER!


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


Objections


I’m not interested

Where are you

currently getting

your translation

services

We don’t need

translations

How do you currently

drive export sales

We already have a supplier

I’d 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!


Real Examples!


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”


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”


Marketing at Wolfestone

How it benefits you

Arek EstallMarketing Manager


What’s important to you?

• How do you convince someone of the quality of what you’re selling?

• How can our marketing department help you do this?


Leads?

• Database• Lapsed• Social Media• Californian communications agency…


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


32 awards in 5 years including...


Case Studies

• Authenticity

• Sharing success


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


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


Case Studies


• 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.”


Media coverage


Media coverage 2012

• BBC WebsiteBBC NewsITV NewsBBC Radio WalesBusiness InsiderGraduate Prospects MagazineSupply Chain BrainFSB First VoiceFresh BusinessEntrepreneur CountryInternational Trade Magazine


Online Presence

• Redesigned website• Repositioning the online presence• Online reputation management• Social media


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.


Brochures

• New brochures are written and available in hard copy or pdf


Feedback?

• How else can we help you?• Contact details


Brand Blunder No 4

• Frank Perdue’s slogan translated into Spanish as “It takes a hard man to make a chicken aroused”


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


Thank You and Feedback


Sales Agent Training

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