Competing with translation agencies – a personal example

 

Freelancers can compete with agencies by making the effort and applying their advantages. This week, I received a request for a quote through an online specialized legal service site for a “certified” translation of four documents from two different languages into English for a US agency. While the customer is still waiting for the answers to several questions, I am in the running to get the project despite the fact that he received a quote from at least one translation agency. As I see it, it proves that directed long-term marketing works, personal service creates loyalty even in the early stages and fair freelance pricing can be competitive with agency rates. I am optimistic about receiving the order.

It is known that directed marketing creates the most effective exposure, if not necessarily the widest one. The site that directed the contact to me primarily focuses on attorney services. As a complementary service, it is an ideal place for a translator to be listed as legal matters involving multiple countries frequently require translation of documents. The initial cost was moderate and has long since justified itself. If I had not made the effort to have myself listed there, I would not have had the opportunity to provide a quote.

As the provider of most of the involved services, I created trust by clarifying matters and posing questions, even suggesting opitons to reduce costs. Based on my experience and dependent on confirmation by the US government agency in the matter, I specified the steps involved in “certifying a translation”. When the issue of notarization arose, I further explained that the attorney rate in Israel is per signature and clarified what exactly the attorney in Israel attests to. I also suggested ways to reduce the notarization cost. Thus, I shared my professional knowledge to ensure that the customer would receive a product that meets his needs, even before taking the order. That willingness to provide a complete and accurate answer to a question is a vital element in creating trust. In many cases, customers need to feel confident in both the service provider and the product they will receive.

As the customer told me the proposed cost provided by a translation agency he contacted, I had the rare privilege of being able to analyze the relevance of my pricing. It turns out that the agency bid was slightly higher than mine. That means that my bid both reflected the hourly rate I wish to earn and the discount for the customer, reflecting the lack of a third party in the transaction when working directly with the translator. Granted, I have to invest additional time to handle all the procedures but I included this factor in my calculation. Pricewise, at least on certain types of documents, freelancers can compete with agencies without cutting their rates.

The customer has yet to decide as he awaits the answers to his questions. However, I feel confident that he will select my services now or in the future. In my opinion, freelancers must be proactive, service-oriented and insist on their rates. In terms of business, you win some and you lose some. However, you make a living and respect yourself even when competing with agencies. Davids sometimes win.