Doug Lawrence Translation Forum Russia 2013 Sochi Keynote Presentation

1. Документы, пожалуйста!

2. Камень-
тайник
британской
разведки
Somewhere in Russia’s biggest car park …

3. Congratulations Agent Lawrence
Because of your excellent
Russian pronunciation and
complete mastery of
Russian irregular feminine
genitive plurals the
Russians have no idea that
you’re really a …

4. SPY!

5. To continue your
excellent work, we
need you to accept a
new mission…

6. да или нет?

7. PS …
Kate says “Привет!”

8. The Mission Animation!
YouTube video

9. Deodorant test
•Translation company?
•Freelancer?
•Happy with industry?
•Children into industry?

10. The Other Mushrooms

11. Mushrooms
• Russia has a large internal market
– These are your ‘mushrooms’
• Business outside of Russia and the CIS are the
‘Other Mushrooms’
– The may be more profitable
– But they are more difficult to find

12. What type of Mushroom picker are you?

13. Vendor Growth

14. Life isn’t easy …

17. But many translation providers do
not like selling …

18. Sell like a Buddhist!

19. Why?
• Many translation providers don’t like ‘selling’
• Even some sales people in our industry don’t
like activities such as ‘cold calling’
• If you don’t like ‘selling’ – sell like a Buddhist
• Or use passive means such as a ‘competitive’
and compelling web presence

20. Sell like a Buddhist!
• One Buddhist meditation is to reflect on your
‘reaction’ to situations, for example they
believe we feel:
– Anger in the arms
– Fear in the legs
• Understand how you feel about ‘cold calling’
(for example) and realise others feel that way
too

21. Sell like a Buddhist!
• Overcoming your negative ‘feelings’ helps you
to perform ‘difficult’ sales tasks such as
– Asking for the order
– Making initial contact on the telephone

22. Sell like a Buddhist!
• Other ways of overcoming negative feelings
• Imagine the client as a one of your ‘happy
clients’ you have already worked with
• Practice and set sub-goals for each interaction
– such as finding answers to a number of
questions

23. Improve your web presence

24. Me and Sponge Bob just don’t get on
…
Well it’s Plankton really!

25. Copyright © Amicus TransTec Limited
2010-2013
25

26. Copyright © Amicus TransTec Limited
2010-2013
26

27. Google.ru
Copyright © Amicus TransTec Limited
2010-2013
27
My website
My social media profiles Sponge Bob
My ‘alt texted’ and
social media images
Conference
website

28. Copyright © Amicus TransTec Limited
2010-2013
28

29. Copyright © Amicus TransTec Limited
2010-2013
29

30. Copyright © Amicus TransTec Limited
2007-2013
30

31. Search as your client
• Use their:
– Google
– Language
– Search terms
– Industry terms
• Search outside your bubble (e.g. logout of gmail)
• Google Keywords tool can
• Google Site:www.yourcompany.com ‘search
term’
• Quirk (keyword density) in Firefox browser

32. Your name or your brand

33. Social Media Profiles
• Set up personal and company profiles on
relevant social media
• In the languages of your clients

34. Own your Latin name
• Choose a transliteration and stick with!
• Use a ‘profession’ business-like picture (no
cats or holiday pics please)

35. End Credits Animation
YouTube Video
douglawrence.ru