Selling Translations(R) Invest and Differentiate Workshop and Sales Clinic

As an industry we are constantly required to update our processes, technology and skills.  How can we turn these investments it into real competitive advantages and differentiators in an over crowed and price sensitive market. How can we lead rather than follow?

This one-day Selling Translations(R) workshop will look at the types, marketing and client benefits of translation industry investment including ISO 9001, CEN 15038, TMS, CAT and back office technologies.

Topics will include:

• Types of investment
• Why invest?
• Establishing and communicating client benefits
• Managing client expectations
• Differentiation and Competition
• Adapting sales and marketing tactics

After this workshop delegates will be able to position their investments as differentiator sand a competitive advantages using compelling client benefit focused communication.  They will also have learnt about marketing and sales tactics which will help them sell more and be more competitive.

In the afternoon the workshop will transition into a sales clinic where the tutor, Doug Lawrence, will answer any questions from the audience regarding sales challenges they face. Question s may be asked on the day or submitted in advance allowing for a more prepared and complete answer. Anonymous questions will also be accepted.  In previous clinics questions have covered topics such as:

• Employment: When should I employ a sales person? What should I pay them? Should I recruit
  from outside of the translation industry?
• Management: How do I manage my sales pipeline and process?
• Motivation: How do I encourage my people to make more cold calls?
• Pricing: How do I change my client’s focus from price to quality?
• Strategy: I’m happy just the way I am, why should I bother with sales?
• Account management: How do I protect my major accounts from competitors?
• Sales: How do I reach the decision maker?

The target audience for this workshop is translation company owners, managers and sales directors, and Freelance translators.

All delegates will receive a pdf copy of the workshop notes and a certificate.

Doug Lawrence is a sought-after international speaker with an engaging style that is energetic, informative, and based on almost 20 years in the translation industry; having held several international sale roles with leading translation companies and a translation tool vendor.

Mr. Lawrence is a passionate advocate for the professional translation industry, working to raise its profile and promote the value chain mentality in clients, translation companies, freelancers and educators.

Lawrence founded the UK’s leading independent translation technology consulting company, Amicus TransTec, in 2006. In 2007 Lawrence created the industry’s leading sales training programme Selling Translations™ which now consists of 20 courses and has been completed in various forms by over 4800 translation professionals from over 120 countries. Selling Translations™ has been approved by the UK ATC, UK ITI and ProZ.com.

When not delivering training or running Amicus TransTec, Lawrence works for the UK Government as an Export Communications Consultant for UK small and medium sized businesses. Lawrence is a consultant lecturer on the Master in Translation Studies at Aston University in the UK, and the Instructor for the ITSE 6083 Managing the Sales Process programme for the Austin Community College Texas, USA. He is also a Business Language Champion visiting schools and encouraging children to study languages. Lawrence is one of the UK's Principal Experts to ISO TC 37 and is a qualified ISO 9001 Lead Auditor.

Lawrence holds a BSc in Computer Science and an MBA. He lives in the UK with his wife and daughter and enjoys keeping fit with running, yoga and resistance training. He is a keen amateur linguist, learning a little of the language of each country he visits.

Participation in the course is subject to an additional payment. The registration fee is 400 EUR. The price includes participation in the workshop, a coffee break, and lunch. Persons interested in taking part in the course are requested to contact conference@xtrf.eu