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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

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Sales agent training

Language drives us, excellence defines us.

Sales Agent Training

Harvey Jenkins

Network Manager


Agenda

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

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


Who are wolfestone

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)


Sales agent training

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.


Multi award winning

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


Sales agent training

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


The language industry

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?


Sales agent training

Language drives us, excellence defines us.


Sales agent training

Language drives us, excellence defines us.


Thank you

Language drives us, excellence defines us.

Thank you!


Products and services

Language drives us, excellence defines us.

Products and Services

Translation

Proof-reading

Localisation

Interpreting

Transcreation

Voiceover

Transcription

Subtitling

Desk Top Publishing


Translation

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


Proof reading

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


Localisation

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


Interpreting

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


Transcreation

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


Brand blunder no 1

Language drives us, excellence defines us.

Brand Blunder No 1


Brand blunder no 2

Language drives us, excellence defines us.

Brand Blunder No 2

  • Was translated as “Pepsi brings your ancestors back from the dead” in Chinese

“Come Alive with the Pepsi Generation”


Voiceover

Language drives us, excellence defines us.

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

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


Subtitling

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


Desk top publishing

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


Winning business

Language drives us, excellence defines us.

Winning Business

How we operate

Costs/Ratecards

Producing Quotes

Order Processing

Timescales

Payment Terms


How we operate

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


Rate cards

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


Quote examples

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.


Step 1

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.


Step 2

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


Step 3

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.


Step 4

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


Timescales

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


Payment terms

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


Project management

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, cc’ing in the Sales person.


Project management1

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 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

Language drives us, excellence defines us.

Brand Blunder No 3

  • Translated in to Chinese as “Eat your finger off”


Language services market

Language drives us, excellence defines us.

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

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

It’s a young industry – 48% of professionals are in their 30’s


Top 10 northern european lsp s

Language drives us, excellence defines us.

Top 10 Northern European LSP’s


Growth and forecasts

Language drives us, excellence defines us.

Growth and Forecasts


Potential of the translation industry

Language drives us, excellence defines us.

Potential of the Translation Industry


Languages for business

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

The following slides are based on the findings of these reports


Worldwide commerce

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%


The internet

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 barriers as a tariff on trade

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 barriers for uk export companies

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


Features of successful exporters

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


The benefits of using the customers language

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


Increase in turnover due to language management strategy

Language drives us, excellence defines us.

Increase in turnover due to Language Management Strategy


Multilingual websites

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%


Lost business

Language drives us, excellence defines us.

Lost Business


Future plans

Language drives us, excellence defines us.

Future plans


The future is international

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)


Selling translations

Selling Translations

Language drives us, excellence defines us

  • 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


Barriers to cold calling

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

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


Sources of leads

Language drives us, excellence defines us.

Sources of Leads

Wolfestone

Mint

Personal Networks

Press

Trigger events

Networking events

Own research


Myriad of buyers

Language drives us, excellence defines us.

Myriad of Buyers

Managing Director

HR Manager

Training Manager

Compliance Manager

Marketing Assistant

Product Manager

Marketing Communications

Webmaster

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 – Small Organisations


Where are the buyers large organisations

Language drives us, excellence defines us.

Where are the Buyers – Large Organisations


Getting the customers attention

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


Build a cold call plan

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


On the call do

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


On the call don t

Language drives us, excellence defines us.

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

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?”


Next steps

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


Be persistent

Language drives us, excellence defines us.

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

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


Objections

Language drives us, excellence defines us.

Objections

We don’t need translations

I’m not interested

We already have a supplier

Where are you currently getting your translation services

Its expensive

I’d like to keep in touch with information fro when your new project is due

How do you currently drive export sales

Not if you look at the returns it can deliver


Other approaches

Language drives us, excellence defines us.

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

Language drives us, excellence defines us.

Real Examples!


Real examples1

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”


Real examples2

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”


Marketing at wolfestone

Language drives us, excellence defines us.

Marketing at Wolfestone

How it benefits you

Arek Estall

Marketing Manager


What s important to you

Language drives us, excellence defines us.

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

Language drives us, excellence defines us.

Leads?

Database

Lapsed

Social Media

Californian communications agency…


We position wolfestone as a quality company

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


32 awards in 5 years including

Language drives us, excellence defines us.

32 awards in 5 years including...


Case studies

Language drives us, excellence defines us.

Case Studies

Authenticity

Sharing success


Sales agent training

Language drives us, excellence defines us.


Examples

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


Examples1

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


Case studies1

Language drives us, excellence defines us.

Case Studies


Sales agent training

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.”


Media coverage

Language drives us, excellence defines us.

Media coverage


Media coverage 2012

Language drives us, excellence defines us.

Media coverage 2012

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


Online presence

Language drives us, excellence defines us.

Online Presence

Redesigned website

Repositioning the online presence

Online reputation management

Social media


The sale is only the beginning

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.


Brochures

Language drives us, excellence defines us.

Brochures

New brochures are written and available in hard copy or pdf


Feedback

Language drives us, excellence defines us.

Feedback?

How else can we help you?

Contact details


Brand blunder no 4

Language drives us, excellence defines us.

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

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


Thank you and feedback

Language drives us, excellence defines us.

Thank You and Feedback


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