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. 

P.S. - I did receive the order.

A challenging conversion – the difficulties and rewards of demanding customers

 

Every provider of a service has experienced them – the customers that demand absolute perfection whether it is relevant or not. They see and find every perceived error or inconsistency and will insist on fixing the issue, however unimportant it is and how much work it would take to do it “right”. Suddenly, a simple job becomes a never-ending series of conversations and revisions. The craftsperson wants to scream and tell the client to take a flying leap but cannot. Instead, grinning and bearing it becomes the only option. A more positive method of dealing with such perfectionists is to meet their demands with the knowledge that the willingness to go the extra mile will financially pay off in the future. These customers are the best clients to have in a certain sense.

To clarify what a demanding customer is, it is important to distinguish between price and quality issues. Customers that negotiate money constantly and irrationally are not long-term assets. The energy invested in setting the cost combined with the resulting low rates do not justify the work. Moreover, they will switch to another provider in the blink of an eye as all they care about is price. By contrast, some customers are perfectionists and are only satisfied with the highest quality from themselves and others. It is not personal. The relative importance of a deviance is not relevant as only 100% is acceptable. They have no compunction about demanding correction after correction until the result meets their expectations. In the meantime, the actual time spent on the project has doubled or even tripled. Such people often get under one’s nerves.

However, in the long term, demanding customers are the best long-term asset in terms of direct work and references. Once a provider has passed the test, such a customer is not likely to switch to a less expensive provider as long as there is no change in the work level because they are not always willing to spend the effort to train a replacement. For example, every time my wife buys glasses, it involves numerous adjustments until they are perfect. She has gone to the same patient optometrist for over a decade. She is happy with her glasses but he has clearly profited from her loyalty as he patiently makes the adjustments for each pair. On a marketing level, perfectionists tend to be extreme in their opinion of service providers, i.e., someone is excellent or incompetent, with little in between. When demanding but satisfied clients recommend you, their words have authority and bring results.

Thus, when dealing with the seemingly unsatisfiable customer, it is best to take a deep breath, be patient and think long term. Getting angry does not improve your work, mood or health. Such clients demand a professional approach. When they receive it, they appreciate it. Ultimately, they become loyal customers in all the meanings of that term as well as the anchor of any business.

Pearl Buck wrote (I think) that, regarding the conversion of Asians to Christianity in the 19^th century and early 20^th century, one Japanese convert was worth three Chinese converts as the former would never revert. Likewise, winning over one demanding customer is worth three one-time clients in the long term. Hopefullly, that thought will help some freelancers gather up the patience and strength to go the extra mile.