Transcript of Sales Agent Training Harvey Jenkins Network Manager Language drives us, excellence defines us.
- Slide 1
- Sales Agent Training Harvey Jenkins Network Manager Language
drives us, excellence defines us.
- Slide 2
- Agenda 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.
- Slide 3
- About Wolfestone Roy Allkin MBA, BA (Hons) CEO Wolfestone
Translation Ltd President Association of Translation Companies UK
2011 Welsh Entrepreneur of the Year Language drives us, excellence
defines us.
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- Who are Wolfestone? One of the fastest growing companies in
Wales - Fast Growth 50 - 6th Fastest Growing Company in all sectors
- Fastest Growing Service Sector Company Have been operating for 6
years 30 employees in the UK Largest translation company in Wales
5th fastest growing translation company in the UK 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 Growth has been
organic with no borrowing the company has no debt We work in both
the B2C and B2B markets Have a comprehensive range of services and
offerings Wolfestone is committed to an ethical approach to
business We take our Corporate Social Responsibilities seriously
and regularly sponsor events, awards, teams, etc. A global network
of over 6000 qualified, vetted, tested and referenced professional
linguists on our database. Language drives us, excellence defines
us.
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- 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 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.
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- 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.
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- Thank you! Language drives us, excellence defines us.
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- Products and Services Translation Proof-reading Localisation
Interpreting Transcreation Voiceover Transcription Subtitling Desk
Top Publishing Language drives us, excellence defines us.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- Brand Blunder No 1 Language drives us, excellence defines
us.
- Slide 19
- Brand Blunder No 2 Come Alive with the Pepsi Generation
Language drives us, excellence defines us. Was translated as Pepsi
brings your ancestors back from the dead in Chinese
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- 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.
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- 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.
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- 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.
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- 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.
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- Winning Business How we operate Costs/Ratecards Producing
Quotes Order Processing Timescales Payment Terms Language drives
us, excellence defines us.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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,
ccing in the Sales person. Language drives us, excellence defines
us.
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- 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 Caf 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 ccs in the sales person. Language drives us,
excellence defines us.
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- Brand Blunder No 3 Language drives us, excellence defines us.
Translated in to Chinese as Eat your finger off
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- 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.
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- 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 Its a young
industry 48% of professionals are in their 30s Language drives us,
excellence defines us.
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- Top 10 Northern European LSPs Language drives us, excellence
defines us.
- Slide 40
- Growth and Forecasts Language drives us, excellence defines
us.
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- Potential of the Translation Industry Language drives us,
excellence defines us.
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- 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 SMEs 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.
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- Worldwide Commerce 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- 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.
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- Increase in turnover due to Language Management Strategy
Language drives us, excellence defines us.
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- 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.
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- Lost Business Language drives us, excellence defines us.
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- Future plans Language drives us, excellence defines us.
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- 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.
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- Selling Translations Its 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
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- Barriers to Cold Calling Fragmented market Lack of focus
Preconceptions its always about cost How we engage the potential
clients Same message to everyone Starting in the wrong place Asking
the wrong questions Giving up too soon Language drives us,
excellence defines us.
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- 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.
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- Sources of Leads Wolfestone Mint Personal Networks Press
Trigger events Networking events Own research Language drives us,
excellence defines us.
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- Myriad of Buyers Marketing Assistant Product Manager Marketing
Communications Webmaster Language drives us, excellence defines us.
Managing Director HR Manager Training Manager Compliance Manager
Technical Author Publications Manager Translations Manager
Localisation Manager Office Manager Legal Assistant Corporate
Counsel Contracts Manager
- Slide 59
- Where are the buyers Small Organisations Language drives us,
excellence defines us.
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- Where are the Buyers Large Organisations Language drives us,
excellence defines us.
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- Getting the customers attention Understand their specific needs
Industry Job role Goals/Problems How can translations help them
achieve Goals achieved Problems solved Specific What are their
metrics Language drives us, excellence defines us.
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- Build a cold call plan ALWAYS set an objective Find a name for
a decision maker Fact find Build a Buyer Profile 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.
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- On the call - DO Opening statement Explain who you are How
talking to you can benefit them Ask permission to talk Use metrics
where possible Base this on Client profile Your own research
Trigger events Language drives us, excellence defines us.
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- On the call DONT Ask for the person who deals with translations
They may not have one It takes you down a blind alley It doesnt
provide value Takes you straight to a price discussion Give a list
of what we do Its not relevant to the customer Its boring Language
drives us, excellence defines us.
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- 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.
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- Next Steps Get commitment from them 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.
- Slide 67
- Be Persistent 95% of sales people make the 1 st cold call 50%
make the 2 nd call 25% make the 3 rd call 15% make the 4 th call
10% make the 5 th call 5% make the 6 th call BE THAT 6 TH CALLER!
Language drives us, excellence defines us.
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- 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.
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- Objections Language drives us, excellence defines us. Im not
interested Where are you currently getting your translation
services We dont need translations How do you currently drive
export sales We already have a supplier Id like to keep in touch
with information fro when your new project is due Its expensive Not
if you look at the returns it can deliver
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- Other Approaches E-mail 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.
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- Real Examples! Language drives us, excellence defines us.
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- 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.
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- 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.
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- Marketing at Wolfestone How it benefits you Arek Estall
Marketing Manager Language drives us, excellence defines us.
- Slide 75
- Whats important to you? How do you convince someone of the
quality of what youre selling? How can our marketing department
help you do this? Language drives us, excellence defines us.
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- Leads? Database Lapsed Social Media Californian communications
agency Language drives us, excellence defines us.
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- We position Wolfestone as a quality company Awards Case studies
Languages we offer Services we offer ATC Media BBC, ITV, Guardian,
Sunday Times Online presence Language drives us, excellence defines
us.
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- 32 awards in 5 years including... Language drives us,
excellence defines us.
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- Case Studies Authenticity Sharing success Language drives us,
excellence defines us.
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- 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 pre- school 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.
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- 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.
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- Case Studies Language drives us, excellence defines us.
- Slide 84
- 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.
- Slide 85
- Media coverage Language drives us, excellence defines us.
- Slide 86
- 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.
- Slide 87
- Online Presence Redesigned website Repositioning the online
presence Online reputation management Social media Language drives
us, excellence defines us.
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- 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.
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- Brochures New brochures are written and available in hard copy
or pdf Language drives us, excellence defines us.
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- Feedback? How else can we help you? Contact details Language
drives us, excellence defines us.
- Slide 91
- Brand Blunder No 4 Frank Perdues slogan translated into Spanish
as It takes a hard man to make a chicken aroused Language drives
us, excellence defines us.
- Slide 92
- 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.
- Slide 93
- Thank You and Feedback Language drives us, excellence defines
us.