Business Wise

Presented on behalf of AUSIT by

Sam Berner
Arabic Language Experts
www.arabic.com.au
Sam Berner
 Successful translator, writer, publisher,
trainer, mentor
 26 years experience in translation and
managing business (getting old)
 Director of Arabic Language Services, a
cultural consultancy and language service
provider for exporters and businesses
targeting Arabic-speaking clients.
 The Helix Ladder
1. Think where you want to go
2. Plan
3. Research
4. Prepare
5. Market
6. ACT
7. Go back to step (1) to grow to next level
So where do I start?

Here.. on two fronts:

Inside You With Others

(Introspection) (Networks)
Some Introspection
 How did I become a translator/interpreter?
 Why did/do I want to I become one?
 Why did I stay in this profession?
 Is this the thing I love doing best?
 Is this the thing I want to be doing in 5 years?
 Is it giving me personal satisfaction?
 Is it helping me grow?
 Do I think of doing something else?
 How do others perceive what I do?
 How do I perceive what I do?
 What are my strong points?
 Do I need to learn more? What? How? Where?
How do I perceive myself?
 Your brain HEARS YOU.
 Successful Professional NOT good
translator.
 Career NOT job
 Ethics does not mean “goodie-goodie”
Aspects of Success
 Personal : networking, presentation, self-belief,
humility, strength, flexibility, resilience,
patience, perseverance
 Business: finance, marketing, management
 Professional : academic knowledge, business
skills, language skills, learning
 Technical: a utiliser not a user – users are
losers, information literacy, software and
hardware skills, be an early adopter
 STEP ONE
THINK WHERE YOU WANT
TO GO
Business
World

Translator
What do I want from it
 Money
 Satisfaction
 Growth
 To be seen as an expert in my field
 Add your little hobby horse here BUT
DON’T TELL ME YOU WILL DO IT FOR
THE LOVE OF IT!
 IF
it
DOESN’T MAKE YOU
MONEY
it is not
A BUSINESS
Successful translators:
 Have broad knowledge base
 Are technologically savvy
 Are socially adept
 Have good business sense and skills
 Keep upskilling non-stop
 Think a lot
 Are aware of their limitations and work on
breaking them
 Are a trusted member of their clients’ teams
 Specialise in more than one thing
 Offer more than one service
The Waiting Period
 Your aim should be to land half a dozen big
translation/interpreting agencies and work
on becoming their “linguist of choice”.
 You will have to prove yourself, gain trust
and court your agent.
 Give yourself at least 18 months before
things rev up – don’t waste any of this time:
MARKET YOURSELF CONTINUALLY and
DEVELOP PROFESSIONALLY
 STEP TWO
PLAN HOW TO GET THERE
 Before You Start
 part time or full time?
 part-time work pays part-time dividends…
 …but if you can start part-time, it is financially
safer
 Benefits of starting part time
helps build up a reputation and some
experience in the industry
get to know clients and potential clients
start to build relationships which will be very
valuable to you later on.
decide whether or not you enjoy operating as
a freelance translator.
you will also earn some money which you can
save for when you start out full-time
What do I need?

 The right attitude

 The right knowledge
 The right connections
 The right cash
 The right gear
Attitude
 An entrepreneurial spirit
 Guts
 Commitment
 Realism
 Persistence
 Patience
 Humility
 Social skills
The right knowledge

 How to approach potential clients

 How to be visible
 How to be seen as an expert
 How to run a business properly
 How to do my accounts
 How to legally protect yourself
The right connections

 Who do you know already

 Who do you need to know?
 How will you get to know them?
 Every time you meet someone ask
yourself – WHAT CAN I LEARN FROM
THIS?
The right cash

 Find out how much you need to live for six

month without ANY INCOME
 Save up money to do it
 DO NOT TAKE A LOAN unless you can
repay it
 ONLY THEN go into your business FULL
TIME
The right gear

 Ergonomical
 Technically up-to-date
 Protected
 Quiet
 Private
 Get your tools of trade
 PC, laptop, fax, mobile, phone
 Internet connection (broadband, WiFi)
 Answering machine/service
 Software (DTP, Word processing CAT, MT,
audiovisual editing, accounting, time management,
etc)
 Dictionaries, glossaries (online & paper)
 Join a good library(ies), learn how to benefit from it
the most
 Learn how to use online tools
 Must have software
 MS Office (including Outlook)
 MS Publisher
 Adobe Acrobat Pro
 Photoshop
 WinZip or RAR
 Anti-Virus
 Firewall (Zone Alarm is free)
 QuickBooks Easy Start
 Time Management
 Backup software
Good to have stuff

When you start having heaps of work, you

may consider buying:

 translation memory software (Trados, WordFast, SDL,

etc.)
Voice Recognition Software
If you are going to be working with layout: InDesign,
Illustrator or QuarkXpress
Word Counting software
Must have hardware
 PC
 Internet connection (modem/cable)
 Scanner (and OCR software)
 Printers (preferably laser)
 Fax
 Mobile phone with abilities
 Call forwarding service
 Answering machine
 External hard-drive or similar backing
 STEP THREE
RESEARCH THE ROAD
MARKET RESEARCH

 research conducted to understand the

needs of the customer
 must incorporate information about new
technologies, competitive pressures,
industry changes, and globalization
Your Questions

 Why?
 Who?
 When?
 For how much?
The Scope

 Clients
 Competition (potential allies)
 Industry
 Market
 Suppliers
SEGMENTATION

 is the grouping of customers by specific

characteristics
 identify future customers and
 develop advertising & marketing
strategies to attract customers.
Researching the Client
 On the Web
 On Forums
 On Proz Blue Board
 Business publications
 People

What are you looking for?

 Focus on your clients
 Try to see everything through the eyes of your
customers
 Try to understand their needs, frustrations, and
insecurities
SO THAT
 you can anticipate them and fulfill them, in some
cases without needing to be asked
 you can make sure you are not the source of their
frustration, and
 you can find ways to make them feel more
comfortable dealing with you than with anyone else
Researching the Market

 What are the trends?

 Who is doing what?
 What jobs are available?
 How much do I charge?
Keep an eye on your competition

 Learn from them

 See if you measure
 Keep in good form
 Keep good relations
 Form alliances if possible
 STEP FOUR
PREPARE FOR THE TRIP
To Do
 Get a good accountant
 Get a good lawyer
 Get a good business name
 Get an ABN number
 Get an indemnity insurance (best way
through AUSIT)
 Get an income protection insurance
 Get a domain name
Thy Name Shall Be?

 Law
 Are you famous?
 Where in the alphabet?
 Is it catchy?
 Does it say what I do?
 Is it flexible and timeless?
A little jig to remember….
Sam Berner’s Translations
although a correct expression
of my aspirations
is a bad formulation.
It gives the impression
that my operations
have the limitation
Join the professional world
 Become an AUSIT member
 Network
 Subscribe to industry publications (and write in
them)
 Read books and articles on your specialisation.
 Consider joining a chamber of commerce or
another trade organization that works with your
language
 If you have another profession, join their
association too.
 Join discussion lists
Set Rates

 Per what?
 For whom?
 How flexible?
 Pro bono?
 Discount?
Rates depend on
 your place of residence
 your language combination
 your specializations
 your years of experience
 how fast you are to deliver
 the type of text
 what else is involved
 the size of the job
DON’T UNDERCUT

 Unethical
 Gives the wrong impression
 Attracts the wrong attention

 COMPETE ON QUALITY AND SERVICE

Contracts
1. General clauses outlining ways of operating
2. Payment terms and penalties
3. Charging structure.
4. Specifically what you will and will not do
5. Your policy in the event of amendments to
work already started/completed
6. Jurisdiction of disputes
7. Your position regarding copyright of your
output
8. What is and what is not included in the price
 STEP FIVE
MARKET YOURSELF
 True or false?
 I can sit at home and translate/interpret all day
 I can set my own hours
 I can do it all myself
 I don't need to earn as much because of my low overhead
 Anyone can work from home
 I do such good work, customers will come to me
 I'll save money by working from a home office
 It will be easier to take care of chores and housework
 I'll make a profit from my first year in business
 I will have more creative license
 Some more myths…
MYTH
MYTHMYTH THREE:
TWO:
FIVE:
MARKETING IS THE MOST IMPORTANT
ATTACK
MYTHTHE FOUR:YOUR
A BEST
COMPETITORS’
ASPECT
I HAVE OF PRODUCT
YOUR
WEBSITE. OR
BUSINESS.
CLIENTS SERVICE
FROM YOU
ALLCAN WILL
OVERBE
THEWEAKNESS
A BRILLIANT
WORLD
WIN. WITH
WILL YOUR
LINGUIST
KNOW MARKETING
ME.AND GO HUNGRY
INTERNET IS AN
I KNOW MY WORK LIKE THE PALM OF
EASYBECAUSE
PLACE TOYOU DON’T
MAKE KNOW HOW TO
MONEY.
RESPONSE:
MY RESPONSE:
HAND. I WILL SELL LIKE HOT CAKE.
MARKET YOURSELF.
RESPONSE:
YOU WILL
RESPONSE:
WHATONE: LOOK
WINS VERY
INMAKE PRO
MARKETING AND
IS THE
MYTH
ACTUALLY, YOU’LL MORE MONEY
ETHICAL THIS WAY,
PERCEPTION IN THE RIGHT? LEARN
PROSPECT’S
UHM…
SELLING WHAT
MY WORK
FROM YOUR IF
WILLTHE
SECOND-HAND SPEAK FOR DOESN’T
MARKET
STUFF
COMPETITORS’ AT FLEA
ME.
MIND. 
MARKETS,
FEEL LIKE PERCEPTION
UNLESS
HOT YOU SELL
CAKES? IS
DO REALITY.
PORN
YOU ORKNOWMOST
STRENGTHS. 
PEOPLE
SOFTWARE, ARE
NOT
AFTER
QUITE
MUCH
ALL
SURE
MONEY
THAT’S
ISTHEIR
THERE
WHY
RESPONSE:
YOUR MARKET?
THEIR
ONLINE. CLIENTS BUY FROM
PERCEPTIONS ARE CORRECT.  A
BUT YOU STILL SHOULD THEM. 
HAVE
NOT UNLESS
PRESENCE, SOMEONE
BECAUSE SEES IT FIRST.
IT IS EXPECTED.
 Be Seen
 Create a website
 Be Social
 Join industry groups and forums
 Write articles and publish online
 Create a weblog
 Do write-ups
 Get into every possible directory (OurBrisbane!
AUSTRADE)
 Link to others
 Gather references (on website, Proz)
 Paid Advertising (Proz, Yahoo!)
 Attend conferences (don’t just sit there)
 Present at events
The Marketplace

 Proz
 Translator Café
 Go Translators
 Aquarius
 Translator Base
 ..and tens more
Networking

 Through forums
 Through AUSIT
 Through POWWOWS
 Through industry groups
 Direct approach
 How Do You Look?
 Get your business stationary professionally
done. Make sure your business name is
registered before you run to the press.
 Polish your resume, have a cover letter
prepared.
 Get yourself into business directories, print
brochures.
 Make sure you look the part
 Have a SPIEL
So what’s a SPIEL again?
 It’s that little bit of biography that you write as your covering letter.
 Have a standard one, but prepare to be flexible.
 You will need to fit the spiel to your client.
 It is the first thing the client sees, before the resume.
 Don’t write your national history in it
 If in response to a quote request, this is where you indicate your fees.
 What goes into the resume?
 Definitely not the name of your pets or the fact that
you love cooking, unless you specialize in vet
science or culinary history.
 Not your age. It’s not an asset in English-speaking
countries.
 Not the number of your kids or your marital status.
Especially not if you are a woman.
 Not your previous work experience as rocket pilot or
Miss Haiti.
Business cards
Nothing worse than….
BBC
 awful design
 hard to read
 low resolution
 obviously printed on a home ink-jet printer
 on cheap paper

Is this the image you want to project?

Brochures

 Well written – no drone

 Send to potential clients
 Use to respond to phone calls for quotes
Collateral
 Attach business card and brochure to translation
for your first time direct clients
 Have printed envelopes, or at least decent
stickers
 Send all your clients and colleagues Best Wishes
cards with your logo
 If you are super good, start up an email
newsletter
Stealing a Website
 ….look up other people’s websites and
answering the following questions:
 Can you find your way around easily?
 Are they easy to use and understand?
 Do they answer my question in the first 50 seconds?
 Are they pleasant to look at ?
 Do they take forever to download?
 Do you need to download software to use them?
 Do they convey professionalism?
 A good website should be
 Easy to find
 Easy to communicate with you
 Answer questions
 Tell your reader why they need you
 Have client references
Cheapskate?
Do not use free web-based email for
communicating with your clients. It gives an
extremely bad impression

“Dear sir/madam:
I am so serious about becoming a full-time
professional translator/interpreter and
providing you with excellent service that I
can't even be bothered to get a paid email
provider"
Get Your Private, Free E-mail from MSN
Hotmail at http://www.hotmail.com
STEP SIX
ACT!
Finding Work

 Waiting Approach
 Proactive Approach
RING, RING, why don’t you
gimme a call?
 There are 8 things that you should NEVER do
on the phone:
 Sound stressed
 Not return the call
 Call Waiting
 Letting your kids answer the phone
 Taking the phone off the hook
 Being rude
 Assume you are the only one
 Assume client knows what they are talking about
Make them want to work with
YOU!
 Be contactable
 Be professional
 Be clear about what you offer
 Be responsive
 Make them want to work with
YOU- AGAIN!
 Repeat business is the best business
 There is a basic customer service principle:
Keep them happy, and keep them!
 Give them more than they expect
 Make your work look as good as the original
 Deliver ahead of schedule
 Be a great communicator
 Do favours for your customers
 Answer the phone promptly and with a smile
 Never disappoint a client on deadlines or quality.
Steps in the Game

 Quote request (CHECK THEM OUT)

 Quote
 Quote acceptance
 Contract
 PO
 Invoice
 ALWAYS ASK YOURSELF:
 Do you trust them?
 Were they nice to deal with?
 Did it "feel" right?
 Do you have a proper job-sheet in writing or by
fax/email? In Australia an email is a contract.
 Have you checked them out with payment
practices?
 How large is the assignment?
 Do you have background info/ style guides/
glossaries?
So you got the job?
 Check everything is OK – all docs, correct
material, correct number of words
 Backup all the time
 Allocate resources
 Stay organised
 Protect information
 Stay professional
Dear Ms. Sam, Berner
 
Thank you for your prompt response.
 
My Msn account is handsome_chris@hotmail.com
 
I will send you have any translation job of ( English
<> Arabic) immediately
 
I have interested to have opportunity collaboration
with you.
Get paid
 Choose good clients
 Have a contract
 Have a PO
 Find out their billing cycle
 Send invoices promptly
 Send reminder a week after payment is due
 Follow by phone call
 Threaten disclosure
 Send in the debt collector
 Of course the GOLDEN MANTRA IS:
KEEP THEM HAPPY AND KEEP THEM
 Provide excellent service and the
client will have no 'excuses' for
delaying your payment
 Build relationships with your
clients. It is difficult to mistreat
someone you like!
Chasing it

1) Email - easiest to ignore

2) Faxing
3) Write a letter
4) A phone call is very hard to ignore - but
don't go overboard and become AGRO.
Do the “guilt trip” act, it often works
 STEP SEVEN
Go to Step One to Grow
Fire Bad Clients

 When you first start, you will be very

tempted to take on ANY CLIENT. This is
called the “newbie panic syndrome”
 80% of your income will come from 20%
of your clients and the remaining 80% of
your clients will pay you the miserly other
20%
Turn Down Work That Doesn’t
Pay
Unprofitable assignments:
 take a very long time because you are not familiar
with the vocabulary or subject
 be too difficult for you to deliver the required quality
 be too difficult for you to deliver the required style
 cause problems because the original is illegible or
written badly (style)
 cause you undue anxiety because of an unrealistic
deadline
 conflict with your existing deadlines
Turn Down Work That Feels
“Wrong”
 refuse work from anyone if your 'gut-feeling'
tells you not to trust them
 refuse any assignment which you think is likely
to cause problems
 avoid (political) situations where there are
several different "bosses" and inter­departmental
bickering between different divisions
 do not accept work from clients who beat the
price down to a level you find unacceptable,
even if you are not busy.
It is easier together
So, if you have a partner, they can help you
become more productive by
 Being in two places at the same time
 Having an extra pair of eyes for new clients
 Editing your work and vice versa
 Halving a large project
 Brainstorming
 Etc etc etc
Remember…
Enjoy the trip!