This document summarizes a presentation given at the Colorado Translators Association Conference on selling the value of language and human translators. The presentation discusses the state of the translation industry, how LSPs (language service providers) and translators can work to improve conditions. For LSPs, it recommends educating clients on quality, transparency around pricing, engaging with freelance translators as human beings. For translators, it suggests personalizing profiles, knowing resume tips, connecting with new clients, and empowering themselves. The overall message is that improving communication and relationships between LSPs and translators can help raise standards in the industry.

1. SELLING THE VALUE
OF LANGUAGE AND
HUMAN TRANSLATORS
COLORADO TRANSLATORS ASSOCIATION CONFERENCE
MAY 2, 2015

2. WHO WE ARE

3. AGENDA
• State of Industry
• How LSPs Can Change Things
• How Translators Can Help Themselves

4. WHY DOES THIS MATTER?
• Translators and language are backbone of
industry
• Relationship between LSPs and freelancers is
key
• Conversations affect quality of language

5. STATE OF THE INDUSTRY

6. From 2008 to 2012,
42%*
average
per
word
rate
*CSA, September 2012

7.  Language quality and process
 Technical offerings minimal
 Print media
 Industry highly fragmented
1980S & EARLY 90S

8.  CAT tools and GMS
 Machine Translation & Digital increase
 Push towards lower-cost, high volume
 Mergers & acquisitions
LATE 90S & 2000S

9. TECHNOLOGY IS KING

10. PRODUCTION LINE THINKING

12. COMMODITIES

13. HOW HAVE TRANSLATORS
BEEN AFFECTED?

14. AGGRESSIVE MANAGEMENT

15. AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc.)

16. AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc)
Oversell to clients and push problems of meeting expectations
on PMs and resources

17. AGGRESSIVE MANAGEMENT
Harsh Terms + Conditions (“must work 24/7” etc)
Oversell to clients and push problems of meeting expectations
on PMs and resources
Ads say “Urgent __Translation into __. We will pay __ per
word.”

18. LOW RATES, HIGH VOLUMES

19. LOW RATES, HIGH VOLUMES
Pay very low per word rates

20. LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility

21. LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments

22. LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments
Demand discounts on high-volume work without negotiation

23. LOW RATES, HIGH VOLUMES
Pay very low per word rates
Very tight deadlines, with no flexibility
Late or non-payments
Demand discounts on high-volume work without negotiation
Not receptive to any rate increases

24. IMPERSONAL EXPERIENCE

25. Mass emails with job offers – 1st to respond gets job
IMPERSONAL EXPERIENCE

26. Mass emails with job offers – 1st to respond gets job
“Dear Translator”/ “Dear Supplier”
IMPERSONAL EXPERIENCE

27. Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
IMPERSONAL EXPERIENCE

28. Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent
opportunities
IMPERSONAL EXPERIENCE

29. Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent
opportunities
Little to no engagement with company
IMPERSONAL EXPERIENCE

30. Mass emails with job offers – 1st to respond gets job
“Dear Translator”/”Dear Supplier”
Non-responsive to questions from linguists
Many internal employees on contract with no permanent
opportunities
Little to no engagement with company
Little long-term development opportunities
IMPERSONAL EXPERIENCE

31. HOW CAN WE CHANGE THIS?

32. WHAT LSPS CAN DO

33. CLIENT’S ENVIRONMENT

34. CLIENT EDUCATION

35. CLIENT EDUCATION
“While it is difficult for individual translators to
ask for higher rates, large agencies should be in
the position to educate clients on why
translators should be paid rates that are
adequate for a profession that requires not only
a university degree but also extensive
experience and dedication in order to provide
high-quality services.”

36. CLIENT EDUCATION
What is quality to the client? How do they measure it?

37. CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references

38. CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given

39. CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given
Available for questions

40. CLIENT EDUCATION
What is quality to the client? How do they measure it?
Guidelines on client-specific references
Source text is translatable and context is given
Available for questions
Develop feedback loop

41. CSA REPORT ON QUALITY SELL
*CSA, April 2014

42. CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
*CSA, April 2014

43. CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
*CSA, April 2014

44. CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
Help clients choose right level for their content
*CSA, April 2014

45. CSA REPORT ON QUALITY SELL
Results-based instead of process-based services
Illustrate levels with examples
Help client choose right level for their content
Document client’s choice & agree on how quality will be
measured
*CSA, April 2014

46. TRANSPARENCY IS KEY

47. TRANSPARENCY IS KEY
Itemized quotes

48. TRANSPARENCY IS KEY
Itemized quotes
What to ask other LSPs

49. TRANSPARENCY IS KEY
Itemized quotes
What to ask other LSPs
Show who is on team

50. LEAVE IT IN THE CLIENT’S HANDS

51. ENGAGE WITH YOUR FREELANCERS

52. COMMUNICATION

53. COMMUNICATION
News updates

54. COMMUNICATION
News updates
Phone calls

55. COMMUNICATION
News updates
Phone calls
Share goals and information

56. COMMUNICATION
News updates
Phone calls
Share goals and information
Provide clear and detailed project briefs

57. TREAT THEM AS HUMAN BEINGS

58. LONG-TERM RELATIONSHIPS

59. HOW TRANSLATORS CAN
HELP THEMSELVES

60. PERSONALIZE

61. PERSONALIZE
Hobbies/Interests:
“I like to bake cakes and eat
them with my family while
watching cartoons.”

62. RÉSUMÉ TIPS

63. RÉSUMÉ TIPS
Research hiring manager/recruiter

64. RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters

65. RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio

66. RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions

67. RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions
Proofread!

68. RÉSUMÉ TIPS
Research hiring manager/recruiter
Cover letters
It’s not your portfolio
Read the ad & follow instructions
Proofread!
Adapt for LSP’s country

69. RÉSUMÉ TIPS
I am a native speaker of __________.
My minimum rate is 0.07 Euro per source word.
But I prefer to work at 0.08 Euro per source word.
I charge for my services at least 30 Euro per hour.
And my minimum charge per document is 25 EUR.
I have obtained a tranlsation degree.
I work as a translator since 2007.
By today, I have translated about 1000,000 words.

70. KNOW YOUR PLAN

71. CONNECTING WITH NEW CLIENTS

72. CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence

73. CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP

74. CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients

75. CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients
Be friendly & engaging

76. CONNECTING WITH NEW CLIENTS
Develop your brand & build online presence
Ask about the LSP
Ask about the end clients
Be friendly & engaging
Know your goals & start the conversation

77. WHAT DOES AN EXCELLENT
FREELANCER LOOK LIKE?

78. EMPOWER YOURSELF

79. BRIGHT FUTURE

80. QUESTIONS?

81. WANT TO WORK WITH US?
Contact us at:
Michelle Miller
Director, People Operations
Wordbank, LLC
1.720.359.1636
michelle_miller@wordbank.com

82. THANK YOU
FOR YOUR TIME!