Promoting the value of professional translation services

Talking to clients about the benefits of working with professional translators.

During International Trade Week 2024, ITI hosted an expert panel discussion on making the business case for professional translation services. With insights from experienced translation business owners, Chris Durban FITI and Alun Gruffydd MITI, the session explored a range of topics including:

•    Practical strategies for demonstrating the tangible benefits of quality translation
•    Addressing client misconceptions
•    Positioning professional translators as trusted strategic partners.

The discussion covered topics ranging from quantifying the commercial impact of translation to how to have productive, consultative conversations with clients. The panellists also shared tips for building long-term relationships and expanding services beyond translation.

The following summary was generated by Claude.ai (professional), based on the transcript of the web recording, and has been subsequently edited. It captures the key takeaways from the session and provides actionable advice that you can use to strengthen your positioning as vital business partners and facilitators in the international marketplace.

ITI members can also watch the full webinar.

Demonstrating the business benefits

• The panellists emphasised the importance of understanding the client's specific needs and pain points to build a compelling case for professional translation.
• Chris Durban highlighted the importance of focusing on risk mitigation - reminding clients of the legal, reputational, and even safety risks of poor translations, especially for sensitive content. She stressed the value of being a "stress reducer" for clients by taking the language burden off their shoulders.
• Alun Gruffydd added that it's crucial to position translators as qualified professionals, on par with other expert service providers like lawyers or accountants. Clients need to understand the standards, qualifications, and insurance coverage that professional translators can provide, which helps mitigate risk and ensure quality. 
• They also noted the importance of highlighting the commercial benefits of translation, such as expanding a business's reach and better serving local customers. Alun shared how his company convinced tourism providers in Wales to translate materials into Welsh, allowing them to connect with the local market as well as visitors from further afield.

The business case for translation and supporting statistics.

Building long-term partnerships

• The panellists emphasised the need to position translators as trusted strategic partners, not just vendors. This involves a more consultative approach, getting to know the client's business, processes, and goals.
• Alun shared how his team has taken on an advisory role, helping clients navigate complex regulatory requirements around language and labelling.
• Chris noted the importance of proactively offering suggestions, rather than just waiting for instructions.
• One attendee suggested, “When I'm working with a newer client, if they don't already have a creative brief I put together my own version for them, detailing expectations re tone of voice, objectives, brand values, etc. It's often only a couple of paragraphs but means we start off on the right footing and they appreciate the fact I'm thinking things through from the get-go.”
• Both panellists stressed the value of building personal connections and "becoming part of the team" - using language that reflects a collaborative mindset. As Chris observed, "Stop saying you should do this, you can do this to your clients, and start saying, we can do this, here’s what we can do. Then suddenly you are part of their team."

Productive client conversations

Suggestions for effective, consultative conversations included:

• Don't be afraid to ask clarifying questions to fully understand the client's needs, rather than jumping straight to a quote.
• Listen more than you speak - let the client explain their situation first before pitching services. As Chris advised, "Don't talk, just listen."
• If a client calls unexpectedly, it's okay to politely ask for time to gather your thoughts before responding. Chris suggested saying, "I'm finishing up a press release right now. I've got another hour on it. Can I call you back in an hour."

Collaboration

Attendees highlighted the potential benefits of building networks of trusted translator colleagues to tackle larger projects collaboratively. As one participant noted, "I'm all for having collectives/collaborative teams, however it's important to be crystal clear on liabilities, responsibilities and rewards."

Another attendee commented, “I'd encourage all colleagues to seek this type of arrangement even before any "massive" project comes in. It can be a very agile set up and collaborating with colleagues allows you to pool resources and go out to find those bigger projects.

Quantifying the impact

• Tracking quantitative metrics like website traffic, downloads, and repeat business can demonstrate the tangible impact of quality translation services to clients.
• But rather than just focusing on internal translation metrics it was suggested framing this data in a client-centric way. Establishing baseline metrics first allows changes to be clearly measured over time. As one attendee noted in the chat, "Getting the baseline metrics is a great idea, then you can show the impact a few months later when the client revisits those stats (at your suggestion)."
• Referrals and repeat business from existing clients were cited as great indicators of success. Another attendee shared, "I really like the idea of quantifying impact via referrals, I've had a lot of clients move companies and then contact me from the new company."
• Some participants also highlighted the value of case studies illustrating the commercial benefits for clients.

Top tips

• Be willing to propose creative scoping or pricing options that fit the client's budget. For example, if a client doesn't have the budget to translate their whole website, help them identify a few key pages that will have most impact if translated. 
• Don't be afraid to say "yes" to new opportunities, even if they seem daunting at first. With some creative thinking, you can often find ways to deliver.
• Invest time in building your online presence and brand identity to position yourself as a professional, qualified provider. As Alun said, "I honestly believe that that translators on any level shouldn't underestimate the importance of marketing their work and committing money towards that it does, does reap rewards."
• Be strategic about how you spend your time - focus on activities that directly engage with potential clients, rather than endless social media posting. As Chris cautioned, "I see social media as a great way to practice your writing skills and connect with the translation community. But I also see it as a massive time suck for far too many people."

Overall, the discussion emphasised the importance of working closely with clients and on focusing on practical solutions. By understanding their pain points and challenges, and by showing how translation can support their business goals, translators can present a strong case for their services.