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Decide | Describe | Deliver

Communication and translation for international markets. The 3rd International Translation Technology Terminology Conference (TTT) a two-day event held in Ljubljana, Slovenia.

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Decide | Describe | Deliver

  1. 1. Decide | Describe | Deliver douglawrence.com #tttconf
  2. 2. Who are you? Who am I?
  3. 3. Why? • For you and your clients • ‘Eat your own dog food!’ • International market penetration strategy • Communicate to compete
  4. 4. Decide: methods and markets Describe: offerings; products, and services Deliver: adapt and implement
  5. 5. Client selling methods • Exporting companies might sell: Direct to international clients Through sales partners Online  Their own website  Marketplaces
  6. 6. 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)
  7. 7. Decide: Methods • What are you good at doing? • What do you enjoy doing? • What do your prospective clients respond positively to?
  8. 8. Decide: Market selection • Geography • Language • Political/legal area EU/NAFTA • Sales regions eg EMEA • Industry
  9. 9. EMEA example • Who many countries? Approximately 116 • Largest country by population? Nigeria 182m • Language? English Hausa, Igbo, and Yoruba
  10. 10. Describe: offerings • Geography • Language • Political/legal area EU/NAFTA • Sales regions eg EMEA • Industry
  11. 11. The 3 TTTs • Translation – message first • Technology – have a good story • Terminology – wouldn’t that be great!
  12. 12. 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!
  13. 13. car building
  14. 14. 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
  15. 15. eCommerce is already here
  16. 16. Hvala lepa! Čas za vprašanja douglawrence.com #tttconf

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Communication and translation for international markets. The 3rd International Translation Technology Terminology Conference (TTT) a two-day event held in Ljubljana, Slovenia.

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