Business Wise

8/7/2019 Business Wise

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Business WisePresented on behalf of AUSIT bySam Berner

Arabic Language Expertswww.arabic.com.au


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Sam Berner

Successful translator, writer, publisher,trainer, mentor

26 years experience in translation andmanaging business (getting old)

Director of Arabic Language Services, acultural consultancy and language serviceprovider for exporters and businessestargeting Arabic-speaking clients.


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The Helix Ladder

1. Think where you want to go

2. Plan

3. Research

4. Prepare

5. Market6. ACT

7. Go back to step (1) to grow to next level


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So where do I start?

Here.. on two fronts:

Inside You With Others

(Introspection) (Networks)


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Some Introspection How did I become a translator/interpreter?

Why did/do I want to I become one?

Why did I stay in this profession?

Is this the thing I love doing best? Is this the thing I want to be doing in 5 years?

Is it giving me personal satisfaction?

Is it helping me grow?

Do I think of doing something else?

How doothers perceive what I do? How do I perceive what I do?

What are my strong points?

Do I need to learn more? What? How? Where?


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How do I perceive myself?

Your brain HEARS YOU. Successful Professional NOT good

translator.

Career NOT job

Ethics does not mean goodie-goodie


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Aspects of Success Personal : networking, presentation, self-belief,

humility, strength, flexibility, resilience,patience, perseverance

Business: finance, marketing, management

Professional : academic knowledge, businessskills, language skills, learning

Technical: a utiliser not a user users arelosers, information literacy, software andhardware skills, be an early adopter


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THINK WHERE YOU WANTTO GO

STEP ONE


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Business

World

Translator


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What do I want from it

Money Satisfaction

Growth

To be seen as an expert in my field

Add your little hobby horse here BUTDONT TELL ME YOU WILL DO IT FORTHE LOVE OF IT!


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IF

it

DOESNT MAKE YOUMONEY

it is notA BUSINESS


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Successful translators: Have broad knowledge base Are technologically savvy Are socially adept Have good business sense and skills Keep upskilling non-stop Think a lot Are aware of their limitations and work on

breaking them Are a trusted member of their clients teams Specialise in more than one thing Offer more than one service


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The Waiting Period

Your aim should be to land half a dozen big

translation/interpreting agencies and workon becoming their linguist of choice.

You will have to prove yourself, gain trustand court your agent.

Give yourself at least 18 months beforethings rev up dont waste any of thistime: MARKET YOURSELF CONTINUALLYand DEVELOP PROFESSIONALLY


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PLAN HOW TO GET THERE

STEP TWO


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Before You Start

part time or full time? part-time work pays part-time dividends

but if you can start part-time, it is financiallysafer


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Benefits of starting part time

helps build up a reputation and someexperience in the industry

get to know clients and potential clients

start to build relationships which will be veryvaluable to you later on.

decide whether or not you enjoy operating as a

freelance translator. you will also earn some money which you cansave for when you start out full-time


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What do I need?

The right attitude The right knowledge

The right connections

The right cash The right gear


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Attitude

An entrepreneurial spirit Guts

Commitment

Realism

Persistence

Patience

Humility

Social skills


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The right knowledge

How to approach potential clients How to be visible

How to be seen as an expert

How to run a business properly How to do my accounts

How to legally protect yourself


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The right connections

Who do you know already Who do you need to know?

How will you get to know them?

Every time you meet someone askyourself WHAT CAN I LEARN FROMTHIS?


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The right cash

Find out how much you need to live for sixmonth without ANY INCOME

Save up money to do it

DO NOT TAKE A LOAN unless you canrepay it

ONLY THEN go into your business FULLTIME


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Get your tools of trade PC, laptop, fax, mobile, phone

Internet connection (broadband, WiFi)

Answering machine/service Software (DTP, Word processing CAT, MT,

audiovisual editing, accounting, time management,etc)

Dictionaries, glossaries (online & paper) Join a good library(ies), learn how to benefit from it

the most

Learn how to use online tools


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Must have software

MS Office (including Outlook)

MS Publisher

Adobe Acrobat Pro Photoshop

WinZip or RAR

Anti-Virus

Firewall (Zone Alarm is free)

QuickBooks Easy Start

Time Management

Backup software


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Good to have stuff

When you start having heaps of work,you may consider buying:

translation memory software (Trados, WordFast,

SDL, etc.)Voice Recognition Software

If you are going to be working with layout:InDesign, Illustrator or QuarkXpress

Word Counting software


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Must have hardware

PC

Internet connection (modem/cable) Scanner (and OCR software) Printers (preferably laser) Fax Mobile phone with abilities Call forwarding service Answering machine External hard-drive or similar backing


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RESEARCH THE ROAD

STEP THREE


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MARKET RESEARCH

research conducted to understand theneeds of the customer

must incorporate information about newtechnologies, competitive pressures,

industry changes, and globalization


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The Scope

Clients Competition (potential allies)

Industry

Market

Suppliers


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SEGMENTATION

is the grouping of customers by specificcharacteristics

identify future customers and

develop advertising & marketingstrategies to attract customers.


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Researching the Client

On the Web On Forums

On Proz Blue Board

Business publications

People

What are you looking for?


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Focus on your clients Try to see everything through the eyes of your

customers

Try to understand their needs, frustrations, andinsecuritiesSO THAT

you can anticipate them and fulfill them, insome cases without needing to be asked

you can make sure you are not the source oftheir frustration, and

you can find ways to make them feel morecomfortable dealing with you than with anyoneelse


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Researching the Market

What are the trends? Who is doing what?

What jobs are available?

How much do I charge?


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Keep an eye on your competition

Learn from them See if you measure

Keep in good form

Keep good relations

Form alliances if possible


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PREPARE FOR THE TRIP

STEP FOUR


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Thy Name Shall Be?

LawAre you famous?

Where in the alphabet?

Is it catchy?

Does it say what I do?

Is it flexible and timeless?


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A little jig to remember.

Sam Berners Translations

although a correct expression

ofmy aspirations

is a bad formulation.

It gives the impressionthat my operations

have the limitation


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Join the professional world

Become an AUSIT member

Network

Subscribe to industry publications (and write inthem)

Read books and articles on your specialisation.

Consider joining a chamber of commerce or

another trade organization that works with yourlanguage

If you have another profession, join theirassociation too.

Join discussion lists


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Set Rates

Per what? For whom?

How flexible?

Pro bono?

Discount?


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Rates depend on

your place of residence

your language combination your specializations

your years of experience

how fast you are to deliver

the type of text

what else is involved

the size of the job


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DONT UNDERCUT

Unethical Gives the wrong impression

Attracts the wrong attention

COMPETE ON QUALITY AND SERVICE


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Contracts1. General clauses outlining ways of operating

2. Payment terms and penalties

3. Charging structure.

4. Specifically what you will and will not do

5. Your policy in the event of amendments towork already started/completed

6. Jurisdiction of disputes

7. Your position regarding copyright of youroutput

8. What is and what is not included in the price


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MARKET YOURSELF

STEP FIVE


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True or false? I can sit at home and translate/interpret all day

I can set my own hours

I can do it all myself

I don't need to earn as much because ofmy lowoverhead

Anyone can work from home

I do such good work, customers will come tome

I'll save money by working from a home office

It will be easier to take care of chores and housework

I'll make a profit frommy first year in business

I will have more creative license


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Some more myths

MARKETING IS THE MOST IMPORTANTASPECT OF YOUR BUSINESS. YOU CAN BEA BRILLIANT LINGUIST AND GO HUNGRY

BECAUSE YOU DONT KNOWH

OW TOMARKET YOURSELF.

MYTH ONE:

MY WORK WILL SPEAK FOR ME.

RESPONSE:

NOT UNLESS SOMEONE SEES IT FIRST.

MYTH TWO:THE BEST PRODUCT OR SERVICE WILL WIN.

RESPONSE:

WHAT WINS IN MARKETING IS THE

PERCEPTION IN THE PROSPECTS

MIND. PERCEPTION IS REALITY. MOST

PEOPLE ARE QUITE SURE THEIR

PERCEPTIONS ARE CORRECT.

MYTH THREE:

ATTACK YOUR COMPETITORS WEAKNESS

WITH YOUR MARKETING

RESPONSE:

YOU WILL LOOK VERY PRO AND ETHICAL

THIS WAY, RIGHT? LEARN FROM YOUR

COMPETITORS STRENGTHS. AFTER ALLTHATS WHY THEIR CLIENTS BUY FROM

THEM.

MYTH FOUR:

I KNOW MY WORK LIKE THE PALM OF MY

HAND. I WILL SELL LIKE HOT CAKE.

RESPONSE:

UHM WHAT IF THE MARKET DOESNT FEELLIKE HOT CAKES? DO YOU KNOW YOUR

MARKET?

MYTH FIVE:

I HAVE A WEBSITE. CLIENTS FROM ALL OVER THE

WORLD WILL KNOW ME. INTERNET IS AN EASY

PLACE TO MAKE MONEY.

RESPONSE:

ACTUALLY, YOULL MAKE MORE MONEY SELLING

SECOND-HAND STUFF AT FLEA MARKETS, UNLESS

YOU SELL PORN OR SOFTWARE, NOT MUCH

MONEY IS THERE ONLINE. BUT YOU STILL SHOULD

HAVE A PRESENCE, BECAUSE IT IS EXPECTED.


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Be Seen Create a website Be Social Join industry groups and forums

Write articles and publish online Create a weblog Do write-ups Get into every possible directory (OurBrisbane!

AUSTRADE)

Link to others Gather references (on website, Proz) Paid Advertising (Proz, Yahoo!) Attend conferences (dont just sit there) Present at events


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The Marketplace

Proz Translator Caf

Go Translators

Aquarius

Translator Base

..and tens more


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Networking

Through forums Through AUSIT

Through POWWOWS

Through industry groups

Direct approach


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How Do You Look? Get your business stationary professionally

done. Make sure your business name is

registered before you run to the press. Polish your resume, have a cover letter

prepared.

Get yourself into business directories, print

brochures. Make sure you look the part

Have a SPIEL


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So whats a SPIEL again?

Its that little bit of biography that you write as

your covering letter. Have a standard one, but prepare to be

flexible. You will need to fit the spiel to your client. It is the first thing the client sees, before the

resume. Dont write your national history in it If in response to a quote request, this is

where you indicate your fees.


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Business cardsNothing worse than.


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BBC

awful design hard to read low resolution obviously printed on a home ink-jet

printer on cheap paper

Is this the image you want to project?


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Brochures

Well written no drone Send to potential clients

Use to respond to phone calls for quotes


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Collateral

Attach business card and brochure to translationfor your first time direct clients

Have printed envelopes, or at least decentstickers

Send all your clients and colleagues Best Wishescards with your logo

If you are super good, start up an emailnewsletter


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Stealing a Website .look up other peoples websites and

answering the following questions: Can you find your way around easily?

Are they easy to use and understand?

Do they answer my question in the first 50 seconds?

Are they pleasant to look at ?

Do they take forever to download? Do you need to download software to use them?

Do they convey professionalism?


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A good website should be

Easy to find

Easy to communicate with you Answer questions

Tell your reader why they need you

Have client references


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Cheapskate?Do not use free web-based email forcommunicating with your clients. It gives anextremely bad impression

Dear sir/madam:I am so serious about becoming a full-timeprofessional translator/interpreter andproviding you with excellent service that I

can't even be bothered to get a paid emailprovider"Get Your Private, Free E-mail from MSNHotmail at http://www.hotmail.com


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ACT!

STEP SIX


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Finding Work

Waiting Approach Proactive Approach


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RING, RING, why dont yougimme a call? There are 8 things that you should NEVER

do on the phone: Sound stressed

Not return the call

Call Waiting

Letting your kids answer the phone Taking the phone off the hook

Being rude

Assume you are the only one

Assume client knows what they are talking about


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Make them want to work withYOU!

Be contactable Be professional Be clear about what you offer Be responsive


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Make them want to work withYOU- AGAIN! Repeat business is the best business

There is a basic customer service principle:Keep them happy, and keep them!

Give them more than they expect

Make your work look as good as the original

Deliver ahead of schedule Be a great communicator

Do favours for your customers

Answer the phone promptly and with a smile

Never disappoint a client on deadlines or quality.


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Steps in the Game

Quote request (CHECK THEM OUT) Quote

Quote acceptance

Contract

PO

Invoice


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ALWAYS ASK YOURSELF: Do you trust them?

Were they nice to deal with?

Did it "feel" right? Do you have a proper job-sheet in writing or by

fax/email? In Australia an email is a contract.

Have you checked them out with payment

practices? How large is the assignment?

Do you have background info/ style guides/glossaries?


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So you got the job?

Check everything is OK all docs, correctmaterial, correct number of words

Backup all the time

Allocate resources

Stay organised Protect information

Stay professional


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Dear Ms. Sam, Berner

Thank you for your prompt response.

My Msn account is [email protected]

I will send you have any translation job of ( English Arabic) immediately

I have interested to have opportunity collaborationwith you.


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Get paid

Choose good clients Have a contract Have a PO Find out their billing cycle Send invoices promptly

Send reminder a week after payment is due Follow by phone call Threaten disclosure Send in the debt collector


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Of course the GOLDEN MANTRA IS:KEEP THEM HAPPY AND KEEP THEM

Provide excellent service and theclient will have no 'excuses' fordelaying your payment

Build relationships with yourclients. It is difficult tomistreat

som

eo

ne yo

u like!


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Chasing it

1) Email - easiest to ignore2) Faxing

3) Write a letter

4) A phone call is very hard to ignore - but

don't go overboard and become AGRO.Do the guilt trip act, it often works


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Go to Step One to Grow

STEP SEVEN


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Fire Bad Clients

When you first start, you will be verytempted to take on ANY CLIENT. This iscalled the newbie panic syndrome

80% of your income will come from 20%

of your clients and the remaining 80% ofyour clients will pay you the miserly other20%


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Turn Down Work That DoesntPayUnprofitable assignments:

take a very long time because you are not familiar

with the vocabulary or subject be too difficult for you to deliver the requiredquality

be too difficult for you to deliver the required style

cause problems because the original is illegible orwritten badly (style)

cause you undue anxiety because of an unrealisticdeadline

conflict with your existing deadlines


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Turn Down Work ThatFeelsWrong

refuse work from anyone if your 'gut-feeling'

tells you not to trust them refuse any assignment which you think is likelyto cause problems

avoid (political) situations where there are

several different "bosses" and interdepartmentalbickering between different divisions

do not accept work from clients who beat theprice down to a level you find unacceptable, even

if you are not busy.


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It is easier togetherSo, if you have a partner, they can help youbecome more productive by

Being in two places at the same time

Having an extra pair of eyes for newclients

Editing your work and vice versa Halving a large project

Brainstorming

Etc etc etc


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Remember

Enjoy the trip!

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