When I first started as a translator, I had bits of background knowledge in economics that helped me run my business. One of the things I knew back then was that, in broad terms, all companies can compete between each other on price, service, time of delivery, or quality. Of course, I knew that it’s always the easiest to offer a tempting price tag, perhaps with quick delivery (you’ll know what I mean if you’ve ever been to Primark on Oxford Street, London). I was also aware of the fact that with lots of practice and dedication I can improve my service and time of delivery. I then decided, and would recommend the same to any translator, to use quality as my competitive edge.
Right, so I want to sell quality Polish English translations. My first thoughts back then was that I’d simply use it in my tagline everywhere around and everyone will believe me. In the meantime, my knowledge in economics developed, and I began to understand markets. I also realised that somewhere about 90% of Polish English translators used “quality” to sell their translations. Fine, I can easily prove the quality of my work in test pieces, or send my portfolio over. Unfortunately, that thinking left out a great deal of private clients who would never be bothered with reviewing test pieces or going through portfolios.
Today I know that quality is just an empty slogan if it is not communicated properly. If I don’t convince my clients of quality, they will never believe just one word in my slogan. So how do we communicate quality?
I made a list of all instances where my clients “meet” me and where there’s some place to tell them about the quality of my work. In your case there may be more opportunities, but the following is good to start with (order of importance, I think):
CV/Business profile
Whichever of these two you prefer, they are usually going to make the first impression. How to communicate quality here? Thorough proofreading, by another pair of eyes, a bit of knowledge on CV-writing (as in my e-book), and no funky fonts. You may also consider having a designer to set the layout, colours, and suggest a logo. Professionally-looking CV will be a good start to communicate quality.
Website
If you don’t have one yet, you’d better visit http://www.websitesfortranslators.co.uk and get one as soon as you can. If you do have a website, make sure it’s up to the professional standard. It’s a good idea to think of services immediately conjuring up an image of quality, such as law firms, jewellers, banking and finance institutions. Go and browse their websites. What communicates quality there? Great content, impressive portfolio, professional design, certain colours, and pictures with glass buildings. Not all of that will work for translation, but at least we know which areas to consider. On my own website, I went with minimalism and vivid red colour. A bit shocking, but same as a few banks and quality airlines.
Quality in e-mail relates not only to spelling mistakes, but also to promptness, relevance, and politeness. Don’t forget about your e-mail signature: it should contain as much information on your professional profile as possible, at least state your name and surname, professional headline, and means of contact. Replying within reasonable time and answering to all questions will communicate that you are thorough in your translations as well.
Professional picture
If you have a picture taken by a professional photographer in a studio, it screams quality! If you care enough about your image, then you probably care enough about your work. Not to mention the fact that you look much better than on a DIY portrait (like me!).
Online profiles
Sharing quality content instead of rubbish, or even private stuff, tells every client that you are a professional who is truly devoted to quality. Anything you share, say, write, like, follow, will get back to you sooner or later. All scandalous pictures or blog posts from when you were 17 will jeopardise any attempt at communicating quality.
Business cards
Definitely worth investing. Only last week I have received a business card “oh it was somewhere in my bag, I’m sure”, all tattered and with a handwritten phone number. On the other side it invited me to get some business cards from VistaPrint. I would not ever believe this person provides high quality service. Cheap – yes, but not quality. Still, I could forget that because it was a newcomer to the profession, young and not really experienced. But what on Earth thought that guy who sent me a cheque for an interpreting assignment who simply crossed out old e-mail and website addresses from his “with compliments” slip? I mean, you’ve been in business for a while – you should know better than use cheap paper and cross out mistakes on your business stationery.
Dress code
People don’t judge by appearances in romantic relationships, or so they say. But business is much more cruel than that. I’d always be rather overdressed than underdressed, but plain minimalism has never betrayed me yet. If you do happen to meet your clients, or you do interpreting, or you have a conference on skype do dress properly. And never fall into thinking that you’re just a translator, you don’t have to look like a business person.
I’ve just ordered a pack of extra-thick luxurious business cards, and I’ve sent my brochure to a designer. I’m planning to approach high quality direct clients and I want them to know that I can perform to their standards. In these cases, I don’t think that my CV and portfolio would make any impression on prospective clients. These business people out there are real beasts, and they’ll laugh in your face if you don’t support your statement of quality with facts.
Quality, as any other marketing slogan, has to be communicated and enforced, not just written down. We can’t just rest hoping that our clients will miraculously notice how brilliant and top-quality our texts are. They may not even be able to speak our target language.
It just reminded me of a shabby food place with old plastic chairs, paint flaking off the walls, dirty floors and a huge blackboard saying: “Quality organic food!” I didn’t buy that. Would you?
Marta Stelmaszak
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