Language drives us, excellence defines us.
Sales Agent Training
Harvey Jenkins
Network Manager
Language drives us, excellence defines us.
Agenda
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Welcome
About Wolfestone
Products and Services
Winning Business
Project Management
The Language Services Market
Selling Translations
Marketing Support
On-going Support
Language drives us, excellence defines us.
About Wolfestone
• Roy Allkin – MBA, BA (Hons)
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CEO – Wolfestone Translation Ltd
President – Association of Translation Companies UK
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2011 – Welsh Entrepreneur of the Year
Language drives us, excellence defines us.
Who are Wolfestone?
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One of the fastest growing companies in Wales
- Fast Growth 50
- 6th Fastest Growing Company in all sectors
- Fastest Growing Service Sector Company
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Have been operating for 6 years
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30 employees in the UK
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Largest translation company in Wales
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5th fastest growing translation company in the UK
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Presidency of the ATC (Association of Translation Companies)
Language drives us, excellence defines us.
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Have at least doubled turnover and profit for each of the last 5 years
and on target to do so this year again
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Growth has been organic with no borrowing – the company has no debt
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We work in both the B2C and B2B markets
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Have a comprehensive range of services and offerings
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Wolfestone is committed to an ethical approach to business
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We take our Corporate Social Responsibilities seriously and regularly
sponsor events, awards, teams, etc.
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A global network of over 6000 qualified, vetted, tested and referenced
professional linguists on our database.
Language drives us, excellence defines us.
Multi-Award Winning!
2008
Most Promising New Business Wales – FSB British Business Champions
Most Promising New Business – UK Runner-up – FSB British Business Champions
Business Service Business of the Year – South Wales Business Awards
2009
Young Business of the Year – Swansea Bay Regional Business Awards
Best Business - Marriott Hotels / Evening Post Business Awards
Business Service Business of the Year – South Wales Business Awards
Overall Business of the Year – South Wales Business Awards
Swansea Bay Business Woman of the Year – Swansea Bay Woman of the Year Awards
Swansea Bay Woman of the Year – Swansea Bay Woman of the Year Awards
2010
Women in Business Awards – Highly Commended – Online Innovation Award
Women in Business Awards – Highly Commended – Go Green Award
Entrepreneur of the Year – Runner-up – Chambers of Commerce Business Awards
Welsh Business of the Year – Runner-up – Chambers of Commerce Business Awards
Business Service Business of the Year – Runner-up – South Wales Business Awards
Language drives us, excellence defines us.
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2011
Santander International Trade Award – Finalist – Santander International Trade Awards
Business Service Business of the Year – South Wales Business Awards
Fast Growth 50 – 14th Fastest Growing Company in all sectors in Wales – 2nd Fastest Growing Service Sector
Company
International Business Award – Swansea Bay Regional Business Awards
Entrepreneur of the Year – IWA / Western Mail Business Awards
Award for Skills & People Development - Chamber of Commerce Awards
Most Promising Growth Business - Finalist - Chamber of Commerce Awards
Welsh Company of the Year - Finalist - Chamber of Commerce Awards
Entrepreneur of the Year - Finalist - Chamber of Commerce Awards
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2012
Business of the Month February 2012 - South Wales Evening Post and Business Life Awards
Award for Talent and Innovation (Winner) - Institute of Directors Awards
6th Fastest Growing Company in all sectors in Wales – Fast Growth 50
Fastest Growing Business (Winner) - Business and Professional Services Category – Fast Growth 50
Woman of the Year (Winner) - Women in Business 2012 Awards
Commitment to People Development (Winner) - Chamber Awards 2012
Business of the Year (Winner) - Chamber Awards 2012
Language drives us, excellence defines us.
The Language Industry
– Common Sense Advisory calculates that the market for outsourced language
services is worth US$31.438 billion in 2011 (was not expected to reach US$29
billion until 2014).
– This market size is conservatively increasing by 7.41% per annum and is
probably closer to 12.17% per annum.
– At the lower estimate that gives us a 2013 market of
– $36.270 billion!
– Who speaks what online?
Language drives us, excellence defines us.
Language drives us, excellence defines us.
Language drives us, excellence defines us.
Thank you!
Language drives us, excellence defines us.
Products and Services
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Translation
Proof-reading
Localisation
Interpreting
Transcreation
Voiceover
Transcription
Subtitling
Desk Top Publishing
Language drives us, excellence defines us.
Translation
• “The process of translating words or text from one language into
another”
• We cover all language combinations
• Use only in country native speakers
• Typically 2,000 words per day
• Technical translations – utilise a translator with industry specific
knowledge
• Costs depend on technicality, language pairings and speed
• 2 Levels of service – Elite or Elite Plus
Language drives us, excellence defines us.
Proof-reading
• “To read (copy or proof) in order to find errors and mark
corrections”
• Provided as an integral part of translation
• Independently done – not by the original translator
• Technical proof-reading – utilise a translator with
industry specific knowledge
• Half the price of translation
Language drives us, excellence defines us.
Localisation
• “a comprehensive study of the target culture in order to
correctly adapt the product to local needs”
• Part of the process of cultural adaption
• Usually refers to web-sites, software and video games
• Necessary for any branding or marketing products
• In country review is an essential part of this process
Language drives us, excellence defines us.
Interpreting
• “Translate orally the words of another person speaking a
different language”
• Often called “translators” as well
• Use only native speakers in one of the languages
• Harder to find than translators – often have to be physically
at the location
• Telephone interpreting is an option
Language drives us, excellence defines us.
Transcreation
• “An adaptation of a creative work into another language or
culture”
• Typically used for marketing material
• A full recreation of the original work which ensures that the
intended message is conveyed
• Helps maintain brand integrity and consistency in different
countries
Language drives us, excellence defines us.
Brand Blunder No 1
Language drives us, excellence defines us.
Brand Blunder No 2
“Come Alive with the
Pepsi Generation”
• Was translated as
“Pepsi brings your
ancestors back
from the dead” in
Chinese
Language drives us, excellence defines us.
Voiceover
• “A production technique where a voice that is not part of
the narrative is used in a radio, television production,
filmmaking, theatre, or other presentations”
• Database of voiceover artists held in-house
• Can provide samples to help client choose most
appropriate
• In house state of the art studio
• In house studio technicians – meaning rates are very
competitive
Language drives us, excellence defines us.
Transcription
• “A written or printed representation of something, typically an
audio file”
• Able to transcribe any file type (i.e CD, DVD, MP3, MPEG, AVI
etc)
• Expertise in different fields (legal, medical, business etc)
• Translation often follows transcription
• Can be time consuming
Language drives us, excellence defines us.
Subtitling
• “A printed translation of the dialogue of a foreign-language
film shown at the bottom of the screen”
• Also called “closed caption”
• In house capability
Language drives us, excellence defines us.
Desk Top Publishing
• “The creation of printed materials using page layout on a
personal computer”
• From simple re-aligning of text to complete redesign of
brochure
• Arabic and other right to left languages most affected
• Delivered in almost any PC or Mac format
• InDesign is most common
• In house designers
Language drives us, excellence defines us.
Winning Business
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How we operate
Costs/Ratecards
Producing Quotes
Order Processing
Timescales
Payment Terms
Language drives us, excellence defines us.
How We Operate
• Client has need of translation
• Request for quote sent to us
• We analyse the document and prepare quote based on
language combination, speed required and technicality
• Send quote to client and add to our Synergy X system
• If client gives go ahead, quote is converted to a “project” on
Synergy X and automatically sent to Project Management team
• PM team source correct freelancer for the job and coordinate
• Completed project returned to client and confirmation copied
in to sales person
Language drives us, excellence defines us.
Rate Cards
• Will be provided to you for easy reference
• Available in electronic format
• Also provided for Voiceovers
• There is room for negotiation!
• Regular work allows us to build Translation
Memory – reduces cost and increases
speed
Language drives us, excellence defines us.
Quote Examples
We receive inbound quotes by various methods, the most
common 3 being:
• Email
• Telephone
• Walk in
The first 2 are mostly generated by the internet and all 3
are dealt with by the inbound sales team. Walk ins are
mostly individuals looking to translate their marriage/birth
certificates.
Language drives us, excellence defines us.
Step 1
• First of all, as the client has attached the files
here, we would analyse the files for source
language, check the subject matter and see if
there is technical content, check word count
(checking for words in any embedded images),
check format and whether the client would need
any Desk Top Publishing.
Language drives us, excellence defines us.
Step 2
• The sales person would ring the client to see if
there are any special instructions for the project
and if there was an urgent timescale.
• This would also be the time to ask if the client
has the source files if the document is a PDF.
• The sales person would also ask the client what
the deciding factors were on the quote
Language drives us, excellence defines us.
Step 3
• The quote would be calculated using the quote
calculator and taking into account all of the data
collected from the client. All of the information is
included in Synergy X.
• The Usual follow up procedure is followed and
once the quote has converted into a sale the
project is passed on to the project management
team.
Language drives us, excellence defines us.
Step 4
This information is necessary for the project managers to do their job.
Service Needed:
Level of Service:
Language Combination:
Deadline:
Word count:
Number of documents:
Number of pages:
File type output:
XTM:
DTP:
Certification:
Reference Material:
Terminology or Glossaries:
Cost: £ + VAT
Language drives us, excellence defines us.
Timescales
• Work on principle of 2K words per day
• Premium for getting it done quicker
• For urgent translations we can split between
more than one translator – can compromise
on quality though
Language drives us, excellence defines us.
Payment Terms
• For first job - up front payment
• Can be negotiated to 50% if client has issue with
this
• Future jobs – account set up. Standard terms are
21 days
• Can be extended to 30 days on request
• Anything longer only with special authorisation
• Payment can be made by card over the phone
Language drives us, excellence defines us.
Project Management
• Project Management department receives a notification through Synergy
X to say a job has been confirmed.
• Senior PM or ASPM will assess the project and distribute to a PM within
the team based on language combination, client, specialisation,
availability or a combination of the previous.
• The PM then checks through the details of the project and also checks to
make sure they have enough / all the information to be able to manage
the project effectively.
• If all the required information is present, the PM will begin work on the
project, if not, they will contact the Sales Person to get clarification.
• The PM will send a Project Confirmation email to the client to introduce
themselves, cc’ing in the Sales person.
Language drives us, excellence defines us.
Project Management
• The PM will now begin supplier selection and assign the project to the
correct team / individual based on language combination, specialisation,
timescales, reliability, location and budget (If no suppliers are available
the PM will contact the Vendor management team to recruit a suitable
supplier or will do the recruitment themselves if deadline is tight).
• We recruit linguists from databases such as Proz, Translators Café and
using external applications from freelancers.
• All linguists are selected and tested against a stringent VM policy.
• The PM will confirm a deadline with the supplier leaving enough time to
run final QA checks before sending back to the client. Such checks
include Spelling, Consistency, Grammar etc.
• Once the project is complete and has been checked, the PM then sends
the final files back to the client and cc’s in the sales person.
Language drives us, excellence defines us.
Brand Blunder No 3
• Translated in to Chinese
as “Eat your finger off”
Language drives us, excellence defines us.
Language Services Market
• Currently $36 billion annually
• Growing at 7.2% per year even now
• Fragmented market
• Lots of small players and one man bands
• Handful of big boys
Language drives us, excellence defines us.
Competition
• According to Common Sense Advisory there were
25,256 Language Service Providers worldwide
• Europe has a 49% share of the world market
• 3.6% of providers account for 17% of market
• 63% of translation companies have 5 or fewer workers
• It’s a young industry – 48% of professionals are in their
30’s
Language drives us, excellence defines us.
Top 10 Northern European LSP’s
Language drives us, excellence defines us.
Growth and Forecasts
Language drives us, excellence defines us.
Potential of the Translation Industry
Language drives us, excellence defines us.
Languages for Business
2 studies of UK businesses. Principal author: S Hagen, Newport
University
• ELAN – 100 UK businesses 2006 commissioned by European
Commission/CILT
• ARCTIC – 93 SME’s 2012 funded by the Arts & Humanities
Research Council
• The following slides are based on the findings of these reports
Language drives us, excellence defines us.
Worldwide Commerce
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English accounts for only 30% of world GDP
Chinese – 23%
Japanese – 5.6%
Spanish – 5.2%
German – 4.9%
French – 4.2%
Portuguese – 3.4%
Language drives us, excellence defines us.
The Internet
The next internet revolution will not be in English!
• The proportion of English webpages is declining relative
to others
• While internet usage has increased by 40% in the USA, it
went up 200% in Brazil, 300% in India and over 500% in
China
Language drives us, excellence defines us.
Language barriers as a tariff on trade
• Language differences act as trade barriers and have been
quantified as between 15%-22% in terms of tariff
equivalents
• Sharing a common language can increase bilateral trade
by between 75% and 170%
Language drives us, excellence defines us.
Language barriers for UK export
companies
• At least 20%-25% of export companies in England and
Wales regularly declared they had lost business due to
language or cultural differences
• Estimates suggest that barriers currently cost the UK at
least £7.3b and possibly as high as £16b in overseas trade
Language drives us, excellence defines us.
Features of Successful exporters
According to the ELAN report, 5 actions have been found to
increase sales abroad
• Employment of staff with existing language skills
• A Language Management strategy
• Employment of nationals
• Use of professional translators e.g for high quality
translation and localisation
• Multi-lingual and culturally adapted website
Language drives us, excellence defines us.
The benefits of using the customers
language
• Established a positive rapport and sense of trust
• Shows respect for cultural and religious differences
• Demonstrates a long term commitment to foreign
market
• Shows employees and foreign clients that you mean
business
• Increases the flow of market intelligence and customer
feedback and understanding its real meaning
Language drives us, excellence defines us.
Increase in turnover due to Language
Management Strategy
Sales
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9
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41
Increase 1-5%
Increase 5-10%
Increase 11-15%
Increase 16-25%
Increase 25%+
35
Language drives us, excellence defines us.
Multilingual websites
• The vast majority of top performing export companies in
Europe have invested in multilingual websites
• For example Rapine Paberlvabrick (Estonia) translated its
website in to 6 languages
• They measured the impact on sales in the various
markets where it has the language on the website
• Adapted websites have increased sales by between 16%
and 25%
Language drives us, excellence defines us.
Lost Business
40
35
30
25
20
15
10
5
0
ARCTIC (2012)
ELAN (2006)
Missed an
Missed an
Experiences
export contract export contract difficulties with
due to lack of due to lack of foreign cultures
foreign language
cultural
due to cultural
skills
competence
differences
Language drives us, excellence defines us.
70
Future plans
60
50
40
30
20
ARCTIC (2012)
10
ELAN (2006)
0
Plan to begin
Decision
Need to
Need to
trading in a
based on
acquire
acquire
new foreign knowledge of additional
additional
country in
relevant
expertise in expertise in
next 3 years language or languages in countries in
culture
next 3 years next 3 years
Language drives us, excellence defines us.
The Future is International
• “we started exporting and it saved us”
(Quality Manager, Surrey)
• “Export is a game-changer”
(MD, Bristol)
Language drives us, excellence defines us
Selling Translations
• It’s a complicated sell
• It does require cold calling
• Whilst there are no “rules” for success, there
is advice on how to approach this
Language drives us, excellence defines us.
Barriers to Cold Calling
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Fragmented market
Lack of focus
Preconceptions – its always about cost
How we engage the potential clients
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Same message to everyone
Starting in the wrong place
Asking the wrong questions
Giving up too soon
Language drives us, excellence defines us.
Approaching Clients
• Understand your clients industries and
their roles
• Define the projects they could be working
on
• Helps inform which leads to contact
• Helps to pitch your approach to them
Language drives us, excellence defines us.
Sources of Leads
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Wolfestone
Mint
Personal Networks
Press
Trigger events
Networking events
Own research
Language drives us, excellence defines us.
Myriad of Buyers
Marketing Assistant
Product Manager
Marketing Communications
Webmaster
Managing Director
HR Manager
Training Manager
Compliance Manager
Technical Author
Publications Manager
Translations Manager
Localisation Manager
Office Manager
Legal Assistant
Corporate Counsel
Contracts Manager
Language drives us, excellence defines us.
Where are the buyers – Small Organisations
Language drives us, excellence defines us.
Where are the Buyers – Large Organisations
Language drives us, excellence defines us.
Getting the customers attention
• Understand their specific needs
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Industry
Job role
Goals/Problems
• How can translations help them achieve
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Goals achieved
Problems solved
• Specific
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What are their metrics
Language drives us, excellence defines us.
Build a cold call plan
• ALWAYS set an objective
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Find a name for a decision maker
Fact find
• Build a Buyer Profile
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Based on industry and job title
What are their problems likely to be
How can we help them achieve their goals
Language drives us, excellence defines us.
On the call - DO
• Opening statement
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Explain who you are
How talking to you can benefit them
Ask permission to talk
Use metrics where possible
• Base this on
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Client profile
Your own research
Trigger events
Language drives us, excellence defines us.
On the call – DON’T
• Ask for the person who deals with
translations
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They may not have one
It takes you down a blind alley
It doesn’t provide value
Takes you straight to a price discussion
• Give a list of what we do
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Its not relevant to the customer
Its boring
Language drives us, excellence defines us.
Opening Statements - Example
“Hi, my name is xxx and I am calling from
Wolfestone Translations. We have been able
to help marketing managers in the IT sector
increase their international sales enquiries by
over 25% in two years and I was wondering if
I could tell me who I could speak to to see if
we could do the same for you?”
Language drives us, excellence defines us.
Next Steps
• Get commitment from them
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If they ask for a brochure, arrange a time to call
back after they have read it
Ask for a face to face meeting
Ask them to send you an e-mail
Get an introduction to someone else
Language drives us, excellence defines us.
Be Persistent
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95% of sales people make the 1st cold call
50% make the 2nd call
25% make the 3rd call
15% make the 4th call
10% make the 5th call
5% make the 6th call
BE THAT 6TH CALLER!
Language drives us, excellence defines us.
Gatekeepers
• Understand their purpose – they often
have more power that we think
• Work with them rather than against
• Sell to them as if you were selling to the
decision maker
• Ask for their help
Language drives us, excellence defines us.
Objections
I’m not
interested
We don’t
need
translations
How do you
currently
drive export
sales
We already
have a supplier
Its
expensive
Not if you look at the
returns it can deliver
I’d like to keep in touch with
information fro when your
new project is due
Language drives us, excellence defines us.
Other Approaches
• E-mail
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Use messages relevant to that client
Send relevant case studies where available
Give specifics about follow up – and follow up
when you say you will!
Language drives us, excellence defines us.
Real Examples!
Language drives us, excellence defines us.
Real Examples!
• Outside a Paris dress shop “Dress for street walking”
• In a Rome laundry “ladies, leave your clothes here and spend
the afternoon having a good time”
• A warning to Tokyo motorists "When a passenger of the foot
heave in sight, tootle the horn. Trumpet at him melodiously
at first, but if he still obstacles your passage, then tootle him
with vigour.“
• In a Bucharest hotel lobby “The lift is being fixed for the next
day. During that time we regret that you will be unbearable”
• In a Bangkok temple “It is forbidden to enter a woman even a
foreigner if dressed as a man”
Language drives us, excellence defines us.
Real Examples!
• Yugoslavia: a sign in a hotel read "The flattening of
underwear with pleasure is the job of the chambermaid.
Turn to her straightaway.“
• Switzerland: in a Swiss menu: "Our wines leave you nothing
to hope for“
• On the door of a Moscow hotel room: “If this is your first
visit to the USSR, you are welcome to it”
• In a Bangkok dry-cleaners “Drop your trousers here for best
results”
Language drives us, excellence defines us.
Marketing at Wolfestone
How it benefits you
Arek Estall
Marketing Manager
Language drives us, excellence defines us.
What’s important to you?
• How do you convince someone of the quality of what you’re
selling?
• How can our marketing department help you do this?
Language drives us, excellence defines us.
Leads?
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Database
Lapsed
Social Media
Californian communications agency…
Language drives us, excellence defines us.
We position Wolfestone as a quality company
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Awards
Case studies
Languages we offer
Services we offer
ATC
Media – BBC, ITV, Guardian, Sunday Times
Online presence
Language drives us, excellence defines us.
32 awards in 5 years including...
Language drives us, excellence defines us.
Case Studies
• Authenticity
• Sharing success
Language drives us, excellence defines us.
Language drives us, excellence defines us.
Examples
• “We were really pleased with the translation work you
carried out. Our product names are one of the things
that make our brand so distinctive from other preschool toy brands. As such, it is extremely important
that we have relevant, cute-sounding product names
in foreign markets. As we continue to expand our
business, there is of course the scope to translate
product names and descriptions into further languages”
• Wow Toys’ Brand Manager, January 2013
Language drives us, excellence defines us.
Examples
• “The translation gave us the confidence to deliver
to the Bulgarian market, knowing that it was
specialist and catered to the end users. It helped
us deliver a major contract for a new
international player in the petrol forecourt
business”
• Project Manager at Fairbanks Environmental,
January 2013
Language drives us, excellence defines us.
Case Studies
Language drives us, excellence defines us.
• Roy Allkin, co-founder of Wolfestone is the Chairman of
the ATC
• “The ATC is the oldest dedicated professional group
representing the interests of translation companies in the
world. It is dedicated not only to representing the interests
of translation companies, but also to serving the needs of
translation purchasers.”
Language drives us, excellence defines us.
Media coverage
Language drives us, excellence defines us.
Media coverage 2012
• BBC Website
BBC News
ITV News
BBC Radio Wales
Business Insider
Graduate Prospects Magazine
Supply Chain Brain
FSB First Voice
Fresh Business
Entrepreneur Country
International Trade Magazine
Language drives us, excellence defines us.
Online Presence
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Redesigned website
Repositioning the online presence
Online reputation management
Social media
Language drives us, excellence defines us.
The sale is only the beginning...
• At Wolfestone our customer satisfaction survey showed that
99.1% of our clients are very pleased with the service we
provide.
• This means that we get more work as a result of our quality
customer service.
Language drives us, excellence defines us.
Brochures
• New brochures are written and available in hard copy or
pdf
Language drives us, excellence defines us.
Feedback?
• How else can we help you?
• Contact details
Language drives us, excellence defines us.
Brand Blunder No 4
• Frank Perdue’s slogan
translated into
Spanish as “It takes a
hard man to make a
chicken aroused”
Language drives us, excellence defines us.
On-going support
• Today is just a flavour
• Resource Centre on website
• Ongoing training if required
• Help to build proposals
• Accompanied visits if required
• Wolfestone branded materials
Language drives us, excellence defines us.
Thank You and Feedback