Small businesses with a twist – timely relevant responses

 

[giraffe with twisted neck*]

Owners of small businesses, including freelancers, often wonder how they can compete with the “giants” in their field, given the unbridgeable difference in human and financial resources. Yet, it is possible for stake a niche in the market by adding a twist, to quote Avi Zeitan in his lecture on small business marketing, by turning a negative factor into a positive factor. Specifically, small businesses, especially freelancers, can provide immediate and relevant response to any customer communication precisely because they do not have complicated business structures. This feature both provides an advantage during the initial purchase as well as encourages loyalty post-sales. The end result, as anybody that has had to deal with large corporation can attest, is that many customers prefer small businesses.

It is clear that small business, whether one-person shows or companies with less than ten employees, must focus on one primary service and, obviously, do it well. While economies of scale provide large companies with a significant cost efficiency advantage, freelances can distinguish themselves by one feature that makes them far more customer-friendly – immediate and relevant response. To clarify, customers like to feel important in the eyes of the supplier. In a store, that approach often involves body language. By contrast, in written communication, whether in an email, on a chat or in a formal document, businesses express the level of priority given to the customer through their response time and relevant response. Whether a request for a quote or a post-sales query, customers truly appreciate an immediate response, often sincerely surprised by it and thanking the seller. This approach shows that the provider is “on the ball”, exactly what they seek. Yet, a prompt reaction is not sufficient. The answer itself must be specific to the customer and issue. General or irrelevant responses indicate a lack of attention or care, both undesirable traits.

Of course, large companies are technically able to provide the same type of response, with some actually doing so. However, in my recent experience, more and more financially successful large firms notably banks and other financial institutions, today often fail to meet both the criteria. I had recently had an awful experience of receiving two meaningless and non-specific form letters from Lufthansa that only exasperated the negative feeling even if I received them within 24 hours. In practice, it is difficult for a large company to control the actions and attitudes of all of its employees without overly strict rules. By contrast, all a small entrepreneur must do is to always make client communication the top priority.  The self-employed have a clear interest and full control in providing prompt and effective responses to consumers.

The benefits of fast and effective response are in the areas of both pre- and post-sales. Prospective customers tend to assume that the technical skill of a service provider is aligned with its communicative skills, which is not necessarily true. As a result, delayed or incomplete communication tends to drive customers away. As freelancers have full control of that aspect, they can excel and outperform far larger enterprises. After sales, customers appreciate the ease and efficiency of continual work with one person. There is no need to explain the whole matter from the start to another person. Furthermore, no company policy complicates or prevents implementation of an alternative approach. Small businesses do not require rigid policies. Thus, entrepreneurs have an advantage because a person, not a “team” is responsible.

Of course, no entrepreneur can be available all the time nor immediately solve all problems. The issue here is not the actual solution but the effectiveness of the communication. If matters require a person to be out of the office for several hours, customers almost always accept a response sent by phone saying that the individual will be available in X hours. For longer absences, an “out of office” response providing the reason for the absence, including a vacation or participation in a professional conference, and a date of return is almost always acceptable. In emergencies, a phone call is a way to extinguish any immediate fires. Time zones also affect availability with effective differences between customer and provider areas reaching 10 hours or more. Most customers understand this matter and expect an answer in the morning, provider time. If the entrepreneur answers beyond standard work hours, customers are thrilled. In the case of a question that may take some time to answer or request that is not doable, a few simple words are generally sufficient to maintain a positive reputation. Once again, small business flexibility is one of its strengths.

There is a supposedly old Chinese proverb about the definition of the vital elements of life: the most important time is now; the most important person is whom you are with; and the most important place is here. Small businesses can not only compete but outperform large enterprises in providing prompt and relevant responses, making customers feel like gold.  That is one twist that makes small businesses stand out.

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3D marketing – the importance of physically meeting potential clients

 

[conversation between three businesspeople*]

In the age of digital tools, Covid and high transportation costs, not to mention some wars in certain parts of the world, the norm, at least in business circles, has become to search and meet potential customers online. It is clearly more convenient in terms of time and personal exposure. Despite these advantages, in terms of making a lasting impression, physical contact remains more effective in creating business contacts. Admittedly, it does require some personal effort and time investment, which are the precise reasons for its impact. Not only is this type of contact effective, it is not difficult to find opportunities to meet both potential customers and colleagues both near and far.

The strength of personal physical contact, as compared to online venues, is that people can size each other up and create a strong impression of each other. While Internet interactions require less time and involve less personal risk , they are also far more forgettable. It difficult to obtain and retain an impression of a person on the basis of text or spoken conversation only. Personal meetings add the vital element of body language and face recognition. The name, face, body, personality and professional aspects of a person combine and form a strong image. That person may not need your service today but will likely remember the person with whom they had a conversation at a marketing event. Human beings still prefer to hire professionals that they have a basis to trust, however intuitive that trust may be.

It is true that to create such contacts, it is necessary to commit time and energy to leaving the comfort of one’s office. Business meetings can easily take up half of a day or take from precious evening time at home. Furthermore, unlike online communication, real conversation requires putting energy into a conversation, searching for positive questions and comments and putting effort to create a positive impression. For many freelancers, this task is quite intimidating. However, it is important to remember that social interaction can include not only conversation leadership but also asking questions and suggesting solutions, which are easier roles for quieter folk. Both potential customers and colleagues admire the skill of listening well and asking relevant questions. It makes the speaker feel important, an important part of creating a positive impression. Thus, even the less social skilled can successfully make business contacts in person.

The main focus of marketing activities of all kinds should be meeting potential customers. Most towns of even small size have various business groups of the BNI/Rotary Club type or other more focused forums. By participating in them, entrepreneurs gains contacts with numerous business customers they would not otherwise meet. On a regional basis, many banks and digital organizations, such as Easy in Israel, have periodical gatherings of participating business. It is worthwhile investing several hours in meeting other business owners, who have no problem with direct marketing as they are doing the same. The participant often receives a free meal for the small price of having to listen to some marketing speech. Another ideal venue are group meetings, notably conventions buisness fairs, whose partipants are our target audience, whether providers of a specific services, such as financial or service services, or share a common background, such as immigrants from certain countries and users of a certain service. A time investment in meeting these groups can produce great fruits. The best advice that I did not take when I started as a translator was “go to your customers”. It is still relevant.

Do not neglect your colleagues. While occasionally they are competitors, they are far more often sources of knowledge and jobs. No entrepreneur or even company knows and does everything. Thus, it is quite possible that these entities may need the service you provide at some time or another. Make the effort to make an impression before they require such a service. You will be first in their minds. Ideal venues include professional events such as conferences and lectures. One extremely effective way of making connections is to host a small get-together of similar professions. It is surprising how much knowledge and business can be attained over a cake and coffee. As the song goes, I get by with a little help of a friend. It is important to go out and make one from among your colleagues.

Digital marketing is here to stay.  At the same time, maybe because of the decline in use, personal marketing is not only more effective in creating positive impression but also far more efficient in creating business. It mainly requires investment of time and energy. To quote Oscar Wilde, the only thing worst then being talked about is not being talked about. Go out and try it.

P.S. I am practicing what I preach. I recently attended an event hosted by my bank for its business customers and made at least three meaningful contacts. I am also giving in-person lectures at the KTLC and ATA translation conferences in September and October, respectively.

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Language nonsense – phrases from a foreign point of view

 

[the Mad Hatter*]

People make language but don’t necessarily understand it. In other words, native speakers use phrases to signify a certain meaning even if the literal meaning of the words is not in alignment, never even noticing the contradiction. Foreigners, struggling to understand the language, then ask “why” questions, to which native speakers have no logical answer besides “because”. This phenomenon is not limited to English but applies to all human languages.

English is filled with strange phrases whose parts do not equal their sum. Why do slow up and slow down mean the same? Should the verb slow function like the volume button on a keyboard, i.e. more slow and less slow? Likewise, I cannot explain why a person drives a car on a parkway but parks a car on a driveway. This is extremely illogical, as Spock would say. Finally, consider the expression never mind. The word mind means “pay attention” as the phrase at rail stations mind your distance. However, I cannot grasp where the never came from. We use this phrase to express dismissal of a comment or event, similar to forget it. However, if I never mind anything, I would never get upset or listen to anything or anybody, which is not the essence of the expression. Thus, when asked by students about these and similar expression, my only answer is “never mind”.

Other languages are no less guilty of sloppy constructions. The French dis donc, literally means “say then”, but actually means “wow” or “what are you saying”.  As an example, if someone experienced an extraordinary event, the listening might say "dis donc". The Hebrew  שים לב [seem lev] means pay attention and is a common phrase in both writing and street signs. Yet, it consists of two words, put and heart, which, put together, do not reflect the use of the term. Similarly in Russian, the answer да нет наверное [da nyet navernoe] consists of three words: yes, no, maybe. In practice, it means I refuse but I have doubt[example credit]. These are merely three examples of myriads of accepted insanity in language.

Lewis Carroll and Dr. Seuss touched on this issue with their famous quotes about meaning and saying. Apparently, if native speakers understand each other, there is no need for strictly logical language. As for foreigners, these expressions are just another element of mastering a foreign language. In practice, nobody is going to change a language just to make it logical.

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Making price exceptions – a case study

 

[axe in wood*]

Quite recently, one of my longest-standing clients, a smaller translation agency,  contacted me and requested a quote for translation of a death certificate from Hebrew to English. The project manager wrote that the customer budget was limited and offered me two thirds of my standard rate. It is important to note that in recent years, I have received far less business from this agency. As I was in the quiet period of the feast or famine work cycle, I considered the pluses and minuses of compromising on my rate.

In theory, when deciding on whether to bend on price, three elements, among others, are relevant. First, the freelancer has to take into account how much work is coming in at that moment since more getting work  in busy times is less important than during a dry period. The second question is whether the customer is established or new. It can be good practice to show some flexibility with established customers as a way of strengthening the business relationship. On the other hand, new customers have this nasty tendency to come to the conclusion that the “exceptional” discount is the rule. Finally, when a special request comes after or during a large project, the translator easily makes up any “loss” that is incurred on the larger project. The supermarkets called this a loss leader. Thus, I balanced all these factors in my mind and made a decision.

I responded by telling the project manager that, while I understood the situation,  I do not compromise on quality and expect not to have compromise on price. What I was really thinking was that the difference in price was the cost of a coffee and croissant in many countries. Not only that, if I didn’t get the project, I still would be able to buy bread next month.

I did not get the project but did not lose the client either. In my opinion, there is a justification for making discounts in certain circumstances, but they are truly the exceptions.

 

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You are not alone – the benefits of student self-identification as a classroom activity

 

[university classroom*]

The first lesson of any course sets the tone for the whole class. The students size up the teacher and make assumptions about his/her approachability, flexibility and personality. After 45 minutes of technical details on the course, the students have identified the technical specifications of the teacher, often correctly.

Unfortunately, the process is a bit one-way. The teacher is focused on presenting an organized and comprehensive description of the course and providing the relevant information. In the first hour, at minimum, the students sit quietly and politely, with maybe a few questions from the more confident ones among them. In practice, the teacher knows absolutely nothing about the students except their names. They are literally a sea of faces.

I teach English to first-year engineering students from all departments at the Braude School of Engineering in Karmiel, Israel. I have more than 30 years of experience and have learned that, regardless of the students’ age, which in my case ranges from 18-30, learners that feel some connection with the teacher try harder and have a greater chance to succeed.

Our task schedule is rather tight, especially with the war-shortened semesters this year, in terms of the amount of material to be covered as we aim to teach four skills: reading, writing, speaking and listening. Notwithstanding this pressure, I choose to dedicate the second 45-minute period of the first lesson to student self-introduction, which can take 30-40 minutes with a class of 30 students. I ask each student to state their name, what type of engineering they are studying, where they are from and something that makes them special, such as a hobby, skill or achievement. I always pose a short question after each introduction regarding some matter about which I am curious. I am aware that this activity is at the expense of a formal learning experience, e.g., articles and sentence structure, but I do not regret this choice as both the teacher and students receive far more benefit.

My benefits include:

1.   It slightly increases the chance I will remember their names although I tell them on the first lesson that I tend not to retain names (unless the students has a “special” personality or the name and face seem to match perfectly).

2.  More importantly, I catch of a sense of who they are in those few sentences, including their level of confidence and skill, emotional state and general personality.

3.  I quickly learn to appreciate and respect them as adults as I discover their amazing achievement as such an early age. I have had students that won awards in numerous sports, founded businesses and, in general, achieved more than I would have thought possible in such a short time as an adult. I may know more English than they do but they are far more talented than me in other areas. It teaches healthy humility.

The students also benefit:

1.     They discover the other students, especially the ones outside their department.

2.    They begin the process of believing that that they can orally express themselves coherently in English. Granted, it is a small step towards the final large presentation before the class. However, for many, especially the more timid among them, this success leads to more confidence.

3.    It allows them to express themselves as adult individuals and see how unique and talented they are. Chronical age and emotional age are far from identical. By being treating as an adult, they tend to take responsible for their actions, one of the key elements in effective learning.

For these reasons, I invest 45 minutes of class time to get to know my students, however slightly, as individuals. Learning is an activity that involves two parties, a teacher and a student, not merely a distant figure talking to the air. We are not alone, neither students or teachers, in this process. It is for teachers, who have the power to set the tone, to create the connection.

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Certified madness – what is an official translation

 

[official stamp*]

In translation, one of those simple questions that requires a long answer is “can you provide a certified translation”? The reasons why no simple response is possible are that no single set of criteria apply to a certified translation or no uniform nomenclature exists. Having just profited from an excellent and well-organized ATA (American Translators Association) webinar by Robert Sette on certification in the US market as well as having immersed myself in the intricacies of the French system this summer at the SFT (Société française des traducteurs) conference and being familiar with the Hebrew-English market, I would like to present a short overview of the certification situation for the benefit of both translators and translation buyers. As I see it, the main cause of the confusion is the confusing use of the terms certified translation, certified translator, notarized translation and apostille.

When a person needs and requests a certified translation, the first and most important requirement is to ascertain the requirements of the demanding agency. In the United States, each court establishes its own regulations while, in Europe, national regulations set the criteria (as Gomer Pyle often said, “surprise, surprise”). Some embassies even insist that only their official translators do it for it to be official, including Austria (See Gomer Pyle above). Government agencies worldwide set their own rules and are not always very specific. Universities can be even less precise. On the other extreme, Israel, the land of administrative organized chaos, the issue is often rather vague except for financial matters such as wills and estates. So, it is necessary to confirm the actual requirements of the party requiring certification.

A far more complex issue is who exactly is a certified translator, or, in some jurisdictions, a sworn translator or other official title. This question is essentially a national issue. In the United States, it is person that has passed the specific ATA certification test and maintained his/her status or a person authorized by a court. Alas, the ATA does have not tests in many language combinations, including Hebrew-English, meaning that any person claiming fluency in those language combinations can certify the translation. In most parts of Europe, only translators that have been recognized by the State, usually through the regional courts, can claim that title. In Israel, the only official translation qualification is a certificate of Recognized Translator, issued by the ITA (Israel Translators Organization). Interestingly enough, the existing structures allow such translators to certify documents translated into their foreign language, i.e., they do not limit the direction of the certification. For example, certified court translators in Europe or the United States can certify a translation from English to Spanish even if they cannot actually produce a proper Spanish document because their native language is English.

As Mr. Sette explained, the key for a valid certification is the phrasing of the certifying document. The qualifications and actions of the translator must be accurate and clear. For example, it is only acceptable for a translator  to use the statement a certified translator translated the document if the person actually has such documentation and actually produced the document. It would be perjury to claim either if the person merely is fluent in both languages and/or only checked an existing translation.  On the other hand, it is possible to specify general language knowledge and state that the document is an accurate translation. The devil is the details here.

Notarized translation is a bit of misnomer. Public notaries in the United States merely confirm the accuracy of signatures. They can certify that the signature on the translator statement of accurateness is real, no more than that. Clearly, translators in the US cannot notarize their own signature. By contrast, notaries in Europe have much wider powers and roles. They can in some cases both translate and notarize translation, with the government so empowering them or even given them a monopoly in certain circumstances.

Apostilles are actually the simplest. Established by the Hague Convention (Convention de la Haye du 5 october 1961), it creates a manner for governments to recognize official documents issued by foreign governments. In practice, it is possible to submit any official document with a signature of a public figure to the entity and receive an apostille of its genuineness. To paraphrase that song by Lou BegoVO, “a little bureaucracy in my life”.

In summary, if a person needs a “certified translator”, the steps are to ascertain what the actual requirements are; identify a translator with the corresponding credentials; phrase the certifying statement in a precise and accurate method; and,  if required, have the signature of the statement of faithfulness notarized. Simple, isn't it?

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Fossilized footprints – modern words with ancient roots

 

[fossilized  human foostep in stone*]

Very few people strive to understand the basic elements of their life. For example, Only paleontologists seek and find fossils or even ancient footsteps on rocks that most of us merely treat as a static and firm foothold. Likewise, writers, translators and editors consider words as distinct units, each with its unique past and characteristics, beyond its role in the context of a sentence. Here are five examples of words in English still used today that have retained their historical roots.

[compass]

Orientate – This word means to find one’s way. The Swedes used it practically to describe navigating blindly at sea to arrive at a specific point. However, it actually comes from the Latin oriens, meaning “the rising sun”. In other words, you need to find your “east”, not your north as they would say in Hebrew. By the way, the French town of Lorient was named after a ship, "L'Orient' that was built to sail eastward to the French colonies in India. Go east, young man.

[bale of straw]

Threshold – This word today means “on the edge of”  as in the team is on the threshold of gaining respectability. Its origin is actually as it sounds, i.e., it is the barrier that held the thresh, generally known as straw, within the floor area of medieval houses. Tiles and other hard materials were for the rich. For many centuries, the poor had to be satisfied with straw. On the other hand, replacing the floor was much less expensive and faster than it is today.

[dripping faucet]

There will be the devil to pay – This expression sounds rather straightforward: if you break the rules, the punishment will be serious. Actually, it probably comes from the nautical tradition, where the devil was the bottom beam of a ship that had to be tarred, paid, from time to time to prevent leaking. It was hot and unpleasant work and reserved for those sailors that were not sufficiently cooperative. I was told that on modern ships, it is necessary to periodically paint the engine room, also a quite difficult environment. However, at least now those tasked for this job get extra pay.

[kitchen pipes]

Plumber - All of us have had to call a plumber, a person that actually knows how to attach those pipes under the sink. The interesting aspect of the name of the profession is the root plumb, which refers to lead, the metal. People forget that for centuries lead was the metal of choice for many household items, including pots and pans, because it was strong, light and easy to shape. Today, plastic, iron and ceramic are the standards because lead is actually a slow-working poison but hindsight is always wonderful. To paraphrase a well-known movie, lead and lace in the kitchen is not a healthy combination.

[coach with 4 horses]

Teamster – The International Brotherhood of Teamsters is a powerful union representing truckers and warehouse workers, among others, in the United States. The word team in the title does not refer to any sports organization but instead grouped beasts of burden, e.g. horses, oxen, donkeys and mules, that were used to pull heavy loads, with the driver of such arrangements referred to a teamster. It has been a few generations, at least in the Western world, since motor vehicles replaced these animals but the name stuck. The horsepower remains even without the horse.

Like an ancient footstep immortalized in hard stone, many words show their past as well as the past of the humans that created them to those that keep their eyes and mind open. The process is still continuing. It is possible in the future that people will pen their thoughts without knowing what a pen is. For linguists, these roots add to the pleasure of language.

 

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