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Winning the work you want, the way you want it! CIOL Conference 2020 Keynote

Winning the work you want, the way you want it! This short presentation helps freelance translators and interpreters think about how they can use sales promotion methods which work their market and their personality to win more of the type of work they enjoy.

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Winning the work you want, the way you want it! CIOL Conference 2020 Keynote

  1. 1. Winning the work you want, the way you want it! CIOL Conference 2020 Doug Lawrence douglawrence.com
  2. 2. Touch • Dr Sidney Jourard http://www.sidneyjourard.com/ • 1960s café people watching – number of touches per hour • Puerto Rico top with 180 touches • Paris 110 • London 0 (zero)!
  3. 3. Ask the person next to you DO YOU LIKE/ENJOY/LOVE WHAT YOU DO? WOULD YOU RECOMMEND IT TO YOUR CHILDREN?
  4. 4. Challenge Identify • The clients you want • The work you want Learn Marketing skills that work for your • Personality • Market Succeed Build a sustainable promotion process In harmony with your • Business life • Personal life
  5. 5. Let it Go! There is no ‘Should’! Copyright Walt Disney Animation Studios
  6. 6. 1. Where do I want to be? 2. Where am I now? 3. What will I do to make this happen? iStock
  7. 7. Protect your accounts 80/20 • Identify issues before they become problems • Keep in contact with clients (not just with production) • Secure your main revenues Pareto principle Wikipedia
  8. 8. Where does your business come from? Agencies 60% Direct Clients 15% Other translators 25% Sources of translation work
  9. 9. Selling to LSPs Complete their application process Remind them you’re there Look to the future
  10. 10. Who are your top three clients? Customer company name Main issue with this client Your goals for this relationship
  11. 11. Decide • Preferred projects • Preferred industries • Ideal company profile • Typical contact personas • Priority clients Describe • Services • Client benefits • Client language • Ask your ‘favourite’ clients why they use you Deliver • Best channels for your client • Website • Social media • Letter • Brochure • Their industry
  12. 12. If they don’t know who you are they can’t buy from you
  13. 13. Y’all / Yous / Yinz You We I
  14. 14. Y’all / Yous / Yinz You We I
  15. 15. 你/您 你们 Y’all / Yous / Yinz You We I 你们 你 / 您 我们 我 我们 我
  16. 16. As a minimum More than one customer More than one contact
  17. 17. …and map those contacts C-Level Translation France Germany Marketing Writers
  18. 18. Specialist vs Expert Eierlegende Wollmilchsau • What are your specialisms? • Which subjects or industries do you have experience in? Fotolia
  19. 19. Oil & Gas Auto- motive Medical Harry Potter Marketing communications Vertical industrial sectors Horizontal skill
  20. 20. Create ConsumeHow do you use social media? vs
  21. 21. Online balance ResourcesRevenues Reputation Reputation Own or influence the first page of search engine results pages Resources How much time and effort can you afford for initial set-up and ongoing maintenance? Revenues Measure the sales and leads your online presence positively impacts
  22. 22. Initial new contact The ‘classic’ cold call Envisage a person you’ve helped in a similar situation You can ‘help’ this new contact in the same way
  23. 23. Be found – web presence YOURNAME.COM WEBSITE SOCIAL MEDIA (AS MUCH AS YOU NEED TO) OTHER WEBSITES E.G. DIRECTORIES UNDERSTAND AND USE BASIC SEARCH ENGINE OPTIMIZATION CREATE AND CURATE CONTENT SEARCH FOR YOU (AND YOUR SERVICES) AS YOUR CLIENTS WOULD Be found web presence
  24. 24. What does your website look like to those who don’t know you?
  25. 25. Eating our own dog food Canva
  26. 26. Promote in ways you enjoy Be the expert Online posts ‘Real’ letters Profiles, personas, and targets Referrals Testimonials
  27. 27. Price too high? • I’m the best • This is medical, legal, CEO’s address etc... • If my price appears higher than my competitors there is a good reason 2 responses Of course it is! • Never happened before! • Maybe there has been a mistake? • Just how far out am I? Disagree / act surprised! Have your answers ready
  28. 28. Die kochen auch nur mit Wasser iStock
  29. 29. Каша из топора Porridge from an axe Soup from a stone Canva
  30. 30. Doug Lawrence
  31. 31. Remember IT’S NOT PERSONAL CELEBRATE YOUR SUCCESSES REWARD YOURSELF
  32. 32. Thank you douglawrence.com questions

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