Clients, clients everywhere (Traduemprende 2013)

24/05/2013 © Marta Stelmaszak

Clients, clients everywhere!

On finding, landing and working with translation clients

@mstelmaszak at

#TraduEmprende


REAL TITLE: BUSINESS MAGIC

Translator Client


SET OF RULES FOR TODAY

1. I will ask you to participate.2. It’s going to be a practical session.3. There won’t be much on slides, so take notes.4. I’m going to send you a cool worksheet if you

subscribe in 24 hours.5. Tweetables:

@mstelmaszak at #TraduEmprende


OUTLINE

• Part One: The translator (about 45 minutes)

• Part Two: The client(about 30 minutes)

• Part Three: What happens between (about 45 minutes)


GOALS FOR TODAY

• You will get some ideas on how to establish yourself as an independent, happy, creative, modern entrepreneur. Whatever that means

• You will look at your clients like you’ve never done before.

• You will leave this room inspired and full of ideas. Promise!


Part One:The Translator


ICEBREAKER

Are you on Twitter?

No, I’m not

Set up quickly

Take a piece of paper

Yes, I am

Tweet

Part 1: The Translator


ICEBREAKER

Q: Why do you translate?

#TraduEmprende



THE WHY


Simon Sinek, The Golden Circle

Key takeaway: It’s not what we do, but why we do it. Also in #xl8

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html


THE WHY


Tagline 1: I’m a Polish – English

translator and interpreter.

Tagline 2:I give attention to detail

and spend time on meticulous research.

Tagline 3:I’m fascinated by the language that changes the reality, and legal language has enormous powers to change lives. I want to make sure it always works right. Because so many things are at stake when dealing with

legal language, I have to be very precise and research terminology. Always. And I

happen to translate between Polish and English.


THE WHY: TAKE ACTION

• Draw these circles on a piece of paper and answer. You have 3 minutes.


Key takeaway: Refine the why of your #xl8 business.


THE WHY: WRAP IT UP

WHY

Clients buy why not

what

Lets you believe in what you

do

Gives you enormous confidence


Key takeaway: Have your why.


USP: RED OCEAN


Red ocean from “Blue Ocean

Strategy”


USP: RED OCEAN


Red ocean from “Blue Ocean

Strategy”


USP

Someone may say we’re in a room full of Spanish-English translators.

Oh, and one Polish.


Truth: Translations we provide may be the same or very similar.

Key takeaway: It’s not about words. It’s about who translates them.


USP


USP

Why

PersonalityBlue Ocean

Key takeaway: Rediscover your why, infuse your business with personality and create a blue ocean.


USP: BLUE OCEAN


Key takeaway: In order to succeed as freelancers, we need our own blue oceans.


USP: STRATEGY CANVAS


Key takeaway: In order to succeed as freelancers, we need our own blue oceans.


USP: MY STRATEGY CANVAS



USP: TAKE ACTION

• How can you infuse your business with your personality?

• What can be your blue ocean strategy?• Define your USP and Tweet it.

Key takeaway: My USP is… #TraduEmprende


USP: WRAP IT UP


Key takeaway: Clients buy from us where our why, personality and blue ocean meet their needs.

The sweet spot


Part Two:The Client


IDEAL CUSTOMER AVATAR

• Who’s really buying our translations? How to know their needs?

• We’re going to dive into the Ideal Customer Avatars

Part 2: The Client



1. What is an ICA?2. How to do one?3. Step-by-step guide4. 5 minutes on my Avatar5. What do we need it for?6. Subscribe in 24 hours to get a list of

questions

Part 2: The Client



1. Figure out your ICA- Who’s your avatar?- What does he look like?- What’s his occupation?- What does he do in his spare time?- …

Part 2: The Client

Key takeaway: You can’t sell to masses. You can only sell to specific people.



2. Understand your customer- What’s his biggest desire?- What’s his biggest problem?- How can you help him solve the

problem?

Part 2: The Client

Key takeaway: Understand what motivates people and anticipate their problems.



5 minutes with John, my ideal customer

Part 2: The Client

Key takeaway: Going deep into your client’s mind helps you come up with better marketing and better services.


IDEAL CUSTOMER AVATAR: TAKE ACTION

• Write down as many demographical details about your avatar as you can. You can even draw them.

• Go into the deep psychological aspect.• Tweet your avatar’s names.

Part 2: The Client

Key takeaway:


IDEAL CUSTOMER AVATAR: WRAP IT UP

• What do we need an avatar for?

Part 2: The Client

Key takeaway: Knowing your avatar influences the whole business.

Business nameBusiness cardDirect mailWebsiteEmail signatureCopyClothing


Part Three:The Magic


MAGIC

• Where to look for clients?• How to convince them to work with you?• Your business toolkit.

Part 3: The Magic


MAGIC: WHERE TO LOOK FOR CLIENTS

• Clients are everywhere.

Part 3: The Magic

• World Travel Market (5-8 Nov 2012) • Hospitality UK (21-23 Jan 2013)Presentations

• Via British Library• Travel AssociationDirectories

• Association of British Travel Agents• Association of Independent Tour Operators• British Destinations

Organisations

• Travel Magazine• Travel Weekly• The Business Travel Magazine

Magazines

• TTG Digital• Travelnity

Online publications

http://www.wtmlondon.com/page.cfm/Link=40/t=m/goSection=10

http://www.biztradeshows.com/trade-events/hospitality-uk.html

http://www.bl.uk/bipc/pdfs/Travel_and_Tourism_Industry_Guide.pdf

http://www.abta.com/resources/links?s=c

http://www.ttgdigital.com/

http://www.travelnity.com/home.php


MAGIC: WHERE TO LOOK FOR CLIENTS

• Field-related organisations• Field-related events• Field-related websites• Field-related magazines• Field-related directories• Business directories

Part 3: The Magic

Key takeaway: We need to hang out where our clients meet.


MAGIC: TAKE ACTION

• Take 5 minutes to write down where you can look for clients.

Part 3: The Magic

Need Translators

Charities

Law firms

Private medical sector

Construction industry

Social workers

Private business

Journalists

Ethnical groups

Environment

Training

Market research

Travel industry

Food industry


MAGIC: HOW TO CONVINCE THEM

Friend Factor

Part 3: The Magic

Clients are friends you do business with.


MAGIC: HOW TO CONVINCE THEM

How to make translation sell itself?

Part 3: The Magic

Selling

Passion

Confidence

Authority

Social proof


MAGIC: BUSINESS TOOLKIT

• Know thyself• Know your customers• Always come prepared

Part 3: The Magic

Key takeaway: Business is like a party you throw for your friends. Everything has to be perfect.


MAGIC: TAKE ACTION

• I’m going to read out some of the business tools you haven’t thought of using before. Note them down.

• For the full business toolkit, subscribe to my newsletter in the next 24 hours:

www.wantwords.co.uk/school/sign-up

Part 3: The Magic

Key takeaway: Look at other industries for inspiration to run your own business.


MAGIC: WRAP IT UP

• Where to look for clients?• How to convince them to work with you?• Your business toolkit.

Part 3: The Magic


SUMMARY

• I challenge you to be ready in 2 weeks• Prepare your Why, USP, strategy canvas• Learn more about your clients• Get your business toolkit ready

Key takeaway: @mstelmaszak’s presentation at #Traduemprende was cool and inspiring!

[email protected]

mailto:[email protected]

Education

Clients, clients everywhere (Traduemprende 2013)