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FROM THE CLIENT’S MOUTH
Introduction & Background     Karen Netto          • Over 12 years’ experience as translation buyer          • Past 6 yea...
Agenda/Goal  What do customers want from your sales people?    – First-hand experience with bad sales practices  What sh...
Life Client-side after the Economic Crisis...
On the Receiving End of Some Cold Calls...
Cold Calling/No Value Proposition   No compelling/relevant message        • Same script from different agencies        • ...
Same Script as Previous Five Calls ... Boring!
Cold Calling Pattern = Interrogation of Customer                            Sales: Question                            Cli...
 Say they have experience with whatever the client  requests…really?      • Sound like used car salesmen      • Buyers no...
The Solution: Cold Call /Value Proposition   Focus on outcomes you deliver, not services you    provide   How do other, ...
Give Customer a Chance to Think & Talk!
Emails, Emails, Emails…
Reflect on the following industry techniques...   Free gift for instant order!        • Naive        • NOT for B2B!      ...
False Promises   Areas of specialisation     – Be honest, can’t specialise in EVERYTHING   How many active translators? ...
Develop a Commercial Mindset  Develop a good understanding of your client’s industry   and company       • Read recent pr...
Develop a Commercial Mindset  Look for opportunities based on understanding client    – Issues faced       • Increased re...
Who is the Buyer & What is Their Role?   Title of the buyer or client contact     – Decision-maker but decisions not in i...
Make it Easy to Do Business With You   Help client sell internally     – Easy to share presentations     – Easy to digest...
Develop Meaningful Proposals   Cost effectiveness, not cost reduction     – Demonstrate clearly in your proposal     – Cl...
Demonstrate Expertise to Customer   Project Plan     – Help client show a clearly thought-out project plan     – Anticipa...
Solving Customer Problems   Inform and educate (not lecture)     – Newsletters        • inform on language and cultural i...
Help the Buyer Help You!   Help your client educate others in their company     – Solve other problems        • Terminolo...
Happy, Interested and Engaged Client...
When Something Goes Wrong – The Problem
When Something goes Wrong – Not the Solution   Sales response:         PM response:
What Happens Next to your Client Contact....
Resolve Problems Quickly   Give tools/information to respond quickly internally        • Joint Sales and Project Manageme...
Summary  Develop a Value Proposition    – What do you do well?    – Which industries do you best serve?    – How have you...
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ELIA Networking Days, Budapest Presentation: "From the client’s mouth"

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ELIA Networking Days, Budapest Presentation: "From the client’s mouth"

  1. 1. FROM THE CLIENT’S MOUTH
  2. 2. Introduction & Background  Karen Netto • Over 12 years’ experience as translation buyer • Past 6 years in financial services • Qualified translator with business start-up  Jessica Rathke • 21 years of localisation sales/management experience • Large/small LSPs • Europe/USA
  3. 3. Agenda/Goal  What do customers want from your sales people? – First-hand experience with bad sales practices  What should we be doing?  Using experiences from the past 12 years  Receiving end of bad and good sales practice – What it feels like to be the recipient of bad sales practices with specific examples – What works and is appreciated client-side
  4. 4. Life Client-side after the Economic Crisis...
  5. 5. On the Receiving End of Some Cold Calls...
  6. 6. Cold Calling/No Value Proposition  No compelling/relevant message • Same script from different agencies • Client goes to sleep • Robotic • Lacks warm, spontaneous conversation • Simultaneous typing up • Going through motions, wasting time  No differentiation
  7. 7. Same Script as Previous Five Calls ... Boring!
  8. 8. Cold Calling Pattern = Interrogation of Customer Sales: Question Client: Answer Sales: We do it! Sales: Question Client: Answer Sales: We do it! Sales: Question Client: Answer Sales: We do it! Client: (Yawn)... Well, I really must get back to work now... Bye!
  9. 9.  Say they have experience with whatever the client requests…really? • Sound like used car salesmen • Buyers not idiots • Establishing trust is important All things to all people – Is this really specialisation? Practically every LSP has same client laundry list!
  10. 10. The Solution: Cold Call /Value Proposition  Focus on outcomes you deliver, not services you provide  How do other, similar clients USE your services?  Ask intelligent questions focused on CLIENT business issues, not yours  Conversational questions
  11. 11. Give Customer a Chance to Think & Talk!
  12. 12. Emails, Emails, Emails…
  13. 13. Reflect on the following industry techniques...  Free gift for instant order! • Naive • NOT for B2B! • How justify selection?  Top London restaurant invitation – first meeting! • Compliance procedure • New bribery laws, especially in UK/USA
  14. 14. False Promises  Areas of specialisation – Be honest, can’t specialise in EVERYTHING  How many active translators?  How many specialists in niche field?  Language coverage  Not just numbers in database!
  15. 15. Develop a Commercial Mindset  Develop a good understanding of your client’s industry and company • Read recent press releases/FT for openers • Be aware of new regulations • Look at website • Know what languages
  16. 16. Develop a Commercial Mindset  Look for opportunities based on understanding client – Issues faced • Increased regulation • Turbulence of markets • Faster turnaround times • Highly specialised terminology, constantly changing
  17. 17. Who is the Buyer & What is Their Role?  Title of the buyer or client contact – Decision-maker but decisions not in isolation • Need to justify and explain decisions • Others seek to influence decisions • Need the arguments from you
  18. 18. Make it Easy to Do Business With You  Help client sell internally – Easy to share presentations – Easy to digest information – Easy to cut and paste into my internal emails – Clear proposals – Easy to scan, not time-consuming
  19. 19. Develop Meaningful Proposals  Cost effectiveness, not cost reduction – Demonstrate clearly in your proposal – Clear, professional proposal – Make easy to forward to senior colleagues (never likely to meet you) – Justify your selection against competition – Short-term outlay v. longer-term savings
  20. 20. Demonstrate Expertise to Customer  Project Plan – Help client show a clearly thought-out project plan – Anticipated problems – Envisaged solutions – Short- and longer-term planning – First project towards greater efficiency/quality
  21. 21. Solving Customer Problems  Inform and educate (not lecture) – Newsletters • inform on language and cultural issues • can be forwarded to colleagues when convenient – Approach gets client to inform you of an issue needing a solution – Articles of interest
  22. 22. Help the Buyer Help You!  Help your client educate others in their company – Solve other problems • Terminology and software solutions • Good sales people have anticipated future issues and proposed solutions – e.g. KIIDs • Information in press – may help identify that client has increased volume in a particular language • How can you tackle the issue of insufficient suitably experienced translators in specialist financial field?
  23. 23. Happy, Interested and Engaged Client...
  24. 24. When Something Goes Wrong – The Problem
  25. 25. When Something goes Wrong – Not the Solution Sales response: PM response:
  26. 26. What Happens Next to your Client Contact....
  27. 27. Resolve Problems Quickly  Give tools/information to respond quickly internally • Joint Sales and Project Management approach  Inevitably, there are problems with translation projects • Not that a problem has arisen, but how you handle it that counts • A well-handled challenge can result in increased sales! • Client retention and cross-selling
  28. 28. Summary  Develop a Value Proposition – What do you do well? – Which industries do you best serve? – How have you helped customers? – VALUE you have provided that someone else can relate to  Specialise  Solve Client Problems  Client Retention – communicate during challenges
  29. 29. Thank you!

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