Category Archives: target market

How Sheila Anderson Landed Her First Client

Sheila Anderson’s first real client was ABC, an SMB exporting chips, semiconductors, integrated circuits and microprocessors to Germany. One day a girl working there showed her a letter to their new German client. Sheila was shocked. The translation was horrible. … Continue reading

Posted in 1st client, first client, marketing, referrals, relationship, SMB, target market, testimonials, translate, translation, translator, trusted advisor | 1 Comment

Selling Translation Services is Not Like Selling Groceries

(A short extract from my upcoming “Insider Guide to the Strategic Marketing of Translation Services“) You must understand that selling translation services is not like selling groceries. Most of the time, you are in a “complex sale” situation. It is … Continue reading

Posted in commoditization, complex sale, conversation, expertise, insider guide, leads, relationships, selling services, selling translation services, selling value, strategic marketing of translation services, target market, trusted advisor | Leave a comment

How SMBs Can Turn Going-global into a Rich Communication Experience

One way to avoid the “commoditization” of your translation services, is to “add value”, for example by presenting yourself not just as a translator but as a “strategic global communication consultant”. Obviously, you have to live up to your new … Continue reading

Posted in communication, Global Communication, Globalization, going global, internationalization, localization, market research, SMBs, target market, translation | Leave a comment