Translating certificates – distinguishing marks

 

No translation of a novel is the same. The style, language and sensitivity of the translator render each translation unique to itself. That situation applies to legal translation, albeit to a lesser degree. The same cannot be said of official document translation. As the quantity and variability of words is so limited, it is quite probable that different translators will produce essentially identical documents, as it should be. Yet, in this niche, it is possible to “stand out” from the field and be more successful mainly through the “soft skills” required to attain and retain customers. These skills include ensuring findability, professional communication, careful listening, deadline setting and accountability. Together, they create a personal brand in a rather generic niche.

The a priori of developing a client base is making it easy for translation buyers to find you. As private customers represent a significant percentage of one’s clientele, it is the translator’s task to create high visibility and convenient contact. Specifically, the customer searching for a translator of an official document from one language to another phrases the search in a certain manner and directs the search to certain tracks, including AI, LinkedIn, Facebook and professional association search engines. The greater the exposure, the higher the chance of being noticed. However, too many translators forget to make their email address and phone number clearly visible or even include them. The average translator buyer simply chooses another name when faced with a challenge. Thus, official document translators must have a presence where customers search in a manner that allows for effortless follow-up.

Once contact is made, whether by email, telephone or WhatsApp, the potential buyer, generally lacking any ability to discern the potential quality of the translation, places great importance on the tone of the communication. A customer is neither a friend nor an enemy. The market creates business relations, which value ease and comfort. True, a few words of friendly conversation may be beneficial, depending on the individual culture. However, the messages must be clear and complete and create a minimum of follow-up. In other words, the translator must provide the required information in the most accessible and efficient manner possible. This approach creates the impression, sometimes accurate in practice, that the translator is a professional, regardless of how many years of experience that person may or may not have. On the other hand, inappropriate, inefficient or simply excessive words annoy, which may lead to the buyer choosing someone else. The translator sets the tone of the communication.

In order to provide that information and reinforce the “professional” impression, it is first necessary to listen and ask questions. First, many buyers enjoy talking. It is important to have some kind of human communication here. More importantly, it is vital to ask questions regarding information that is necessary for fully defining the service, such as the receiving agency and need for notarization. These queries both save time for everybody and create the impression that the translator is an expert. Listening and clarifying solidify the business relationship and ensure smooth processing.

One of the key elements of that information is setting a mutually acceptable deadline. For the client, the amount of flexibility varies in regard to the actual required date of delivery. It is important to ascertain the actual deadline. For the translator, each document requires a certain period of time, including sufficient time for proper quality control. It is one of the reasons I do not provide same-day service. Ultimately, it is counterproductive to produce inferior or flawed work or, in the worst case, miss the deadline. Allowing extra time and delivering earlier is a far more successful strategy, like a merchant adding product to a hand-weighed service, such as selling loose candies, as compared to taking some away to attain the desired amount. If customers receive their translation early, it is a bonus for them. It is vital to find the deadline that meets both needs.

To turn a one-time order into a long-term relationship and receive referrals, it is necessary to take responsibility for one’s errors when they occur. Many documents are quite complicated in terms of names, numbers and formatting. No craftsperson (including translators) is perfect; mistakes happen. Fortunately, most buyers understand this to a certain extent. To retain customers, especially when it is necessary to make a correction, requires humility and strength. Prompt and effective handling of any issues smooths over most ill feelings. Whatever anger and frustration a translator feels inwardly and outwardly is not relevant to the matter in hand. In fact, it is best to accept, regret and fix the error with as little emotion as possible. Beating oneself up or the customer is not a good recipe for long-term success.

Thus, while official document translators produce rather “vanilla” documents, they can act to become more or less effective. The most successful translators, including those of official documents, actively market, communicate professionally, listen, set proper deadlines and stand behind their work. All of these soft skills are a matter of approach and habit. They are an essential part of running a translation or, for that matter, any business. They lead to customers coming back and giving you good marks.