The importance of relationships in selling language services

The importance of relationships in selling language services

The importance of relationships in selling language services 1920 1465 Andrzej Nedoma

Relationship selling. It’s hardly a new concept. But you might be surprised to hear that it’s just as vital in the digital era as it once was – if not more so.

Not convinced? We’ll let the numbers speak for us. Here are just a few stats courtesy of The Marketing Blender:

  • 68% of B2B customers are lost because of indifference or perceived apathy, not because of mistakes.
  • Only 46% of customers said vendors deliver on what was promised.
  • Nurtured leads make 47% larger purchases than non-nurtured leads.

Often, a relationship with the customer could have kept that customer, saved that sale, or led to a larger purchase. In other words, relationship-based sales can have a huge impact on your bottom line. That’s true of a wide range of industries. But how can relationship selling help in the localization industry in particular?

Relationship-based sales can have a huge impact
on your bottom line

Building trust – key in the language services industry

Of course, tools, technology, and software are all essential in our digital age. But, at the end of the day, people buy from people and people trust people. And many clients will appreciate companies that show they provide a personal touch, all while making the most of the efficiencies technology can offer.

The very nature of the language services and localization industry means that trust is vital since buyers of language services often don’t understand the target language. Or even if they do, they might not be able to fully grasp cultural references, terminology, or language use specific to the target locale.

The very nature of the language services and localization industry means that trust is vital.

This means they can’t evaluate quality. As a result, they need to fully trust you and your team to create something that not only accurately conveys the message but also hits the nail on the head when it comes to tone of voice and style. To make matters even more challenging, often the person requesting a translation or localization is heavily vested in the source text. They may have lovingly crafted it themselves. You may have to work quite hard to convince them you deserve their trust. Building a rapport is an excellent way of showing you understand them, their organization, and are able to deliver what they’re looking for.

Strong relationships for better communication

It’s clear that if you have the opportunity to work with people you like and respect, you’ll enjoy your work more. Good relationships make communication easier – which is crucial in a language services context. And this means that you can avoid plenty of problems stemming from miscommunication.

Clients you have a good relationship with will be more likely to bring up any small niggles as they arise, allowing you to nip potential problems in the bud, rather than having them develop into full-blown issues.

Taking a long-term approach for long-lasting rewards

We often think of sales as a one-off event. Something that takes place only at the very start of a client’s work with you. But there’s value to be had in taking a longer-term approach, especially when it comes to relationship-based sales.

It’s easier and less costly to keep a current client than to bag a new one. So it makes complete sense you’d do your best to keep your current clients happy. Having a positive working relationship with them will help. By meeting their demands and regularly checking in with them, they’ll be more likely to send repeat business your way. And a happy customer will recommend you to their friends and colleagues – the all-important word-of-mouth!

It’s easier and less costly to keep a current client
than to bag a new one.

What’s more, as you get to know your clients, you’ll understand their needs better. This will make it easier to deliver just what they’re looking for. You could begin to anticipate your clients’ needs, offering services and solutions to solve their problems. Now that’s sure to knock their socks off.

Andrzej Nedoma

Andrzej Nedoma

Andrzej Nedoma is the Co-founder and CEO of XTRF Management Systems, a global translation management platform provider for translation companies of every size, in-house corporate language departments, and public organizations. His company helped hundreds of translation and localization agencies in 30 countries to leverage their potential. Andrzej was awarded the Polish Entrepreneur of the Year 2006 title in the category “Services”. He has been building his translation industry expertise since 1996 as a business development manager and as a Managing Director for a leading Central European translation company LIDO-LANG Technical Translations which was eventually sold to Sepro Group from Spain. Apart from work, Andrzej is also an engaged triathlete, competing in IronMan triathlon races - this year on Half-IronMan distance and preparing for full-IronMan distance in the near future.

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