Category Archives: Customers

Taking the pulse of translation theories

If you are a translator or interpreter going to the upcoming ATA Conference in San Francisco, USA, consider performing this unscientific but social experiment: ask any of the veteran translators at the hotel lobby if they have a preferred translation theory.

If you get a hesitant reply, a stare or a shrug, don’t be discouraged. Or surprised. The more veteran the translator is, or the more steeped he/she is in the latest technologies or sales pitches for translation services, the less interested our colleague will be in (insert a derisive pause here) any translation theory.

Why is that? Glad you asked, because one of my current objectives as a PhD student at the Universidade de AveiroUniversidade de Nova joint doctoral program in Translation and Terminology is to listen to, learn about and discuss relevant translation theories. By relevant theories I mean concepts that ordinary translators can apply in their workflows. For example, Eugene Nida’s literal-and-dynamic (or functional, as Nida claimed in later years) equivalence theory is rooted on biblical translations, a subject hardly relevant to commercial or technical translators today. That doesn’t make it irrelevant, however. But that’s a discussion for another day.

The writing of a translation is where the translation theories (i.e. our writing choices) are often applied.

The writing of a translation is where the translation theories (i.e. our writing choices) are often applied.

And why, you may ask, translation theories should be relevant to the most important people in our profession —namely, our customers? They are, I would say, indirectly relevant to them. They don’t need to know them, but we do in order to base our translation decisions and provide adequate explanations for them.

One reason why exposing a customer to even a basic discussion of translation theories is unadvisable is that it can be dangerously confusing. For example, some customers already (and inadvertently) conflate two concepts: word-for-word (or literal) translation with a translation that is faithful to the original. While a customer may ask you to do a faithful translation (faithful to the meaning or spirit or intent of the original text —which, in Nida’s view, would be called a functional translation or, in Christiane Nord’s words, an instrumental translation— the selfsame client may bristle at not finding the same words (sometimes they’re false friends or false cognates) in your translation.

And some terminologists and terminology software advocates tend to muddle things up in this scenario by overemphasizing the importance or hierarchical relevance of a wordlist or glossary, or worse, by overselling the consistency between texts.

Studying and discussing translation theories and their specialized (i.e. arcane) terminology is par for the course in academic circles for translation studies. I recently expressed my view to one of my professors (in my very poor Portuguese, mind you) that we need to be the bridges between the world and the translation studies field to share these translation theories in an accessible language. I was given a reply that best attests to the surprise of making translation theories more accessible to the layman (“translation theory does not have esoteric language”). Still, that’s one of my objectives.

If you are a buyer of translation services, you may not need to know translation theories but you already know whether a text is well written or not. If you like to write, if you enjoy reading a well-composed document, you’re already knowledgeable in writing theory. The main bridge I propose for you to meet me half way is writing well for its intended purpose. I hope to meet you there soon.

Advertisements

Leave a comment

Filed under Business of writing, Consistency, Customer relationship, Literal translation, Misinformation on translator role, Translation theory, Writing skills

Nondisclosure and noncompete agreements: some practical advice

Remember back when the only contract you had with a customer was your word of honor? Recall that time in the nebulous past when word-of-mouth meant someone recommended you (as a reliable translator, accountant, electrician, publisher, typographer, designer, etc.) and you got a new customer’s ear to start working on a new project?

Translators: Remember those days when all you had to sign was a one- or two-page agreement with a translation agency?

The more complex the organization, more paperwork has to be read, signed and dated. Having been in the marketplace as an independent professional and an employee translator for several software companies since the late 1990s, I’ve learned a thing or two about agreements, what to sign, what to return unsigned for clarification, and when to dispute a restrictive clause. When I wrote a weekly column for a Lakeland newspaper in 2004-2005, I was required to sign an agreement with the actual owner of the newspaper (a large New York-based company with the word TIME on it). The agreement basically took all my intellectual rights away in exchange for the paltry sum I was going to get paid. I challenged the highly restrictive language —after all, it meant, in part, that I couldn’t use my columns on other publications, websites, books or media. However, I had to relent because I was told that it was a standard agreement. My priority was to get published, not to challenge a point.

In large companies, signing nondisclosure agreements (NDAs) is par for the course because any employee working on a product (even writing translations for a product or service) may come in contact with privileged, confidential or proprietary information. Trade secrets have to be safeguarded, the logic goes. If you are an independent contractor, you might fear not signing everything that the company is forwarding you because you think you’d lose the client. Some companies have a right to impose highly restrictive NDAs. I once worked for a translation company specializing in clinical trial documentation; having been recommended by an esteemed colleague, I was in and started working for them in less than a month. One of the conditions, however, was that I was never to disclose the name of the company in any way. Since this particular limitation did not restrict my earning power or jeopardize my intellectual rights, I signed it.

I have worked with dozens of translation agencies over the years, and I have developed a kind of yardstick to gauge for which I would consider signing any agreement at all. Basically, the more paperwork a translation agency gives you to sign, the warier you should be. I mean, why the paranoia on the part of the agency? Why lawyering up to a professional translator or interpreter? If you have been burned by a motormouth translator who gave away confidential information or by an interpreter who tweeted key case data, the solution is not to add more restrictive operational clauses to your agreement, but to choose your translators and intepreters more wisely.

Another sticky issue is that of noncompete clauses. I remember signing a couple of agreements with translation agencies where a noncompete clause was included. In short, I was not to pursue business with the agency’s clients for 12 or more months after the agreement’s termination. I didn’t see the harm in signing on such clause, but reading comments from fellow translators about this kind of language gave me pause. Several colleagues had pointed out the unenforceability of noncompete clauses.

A recent article published in The Wall Street Journal (June 15, 2016, B8 section) shed some much-needed light on the matter. Publishing company Law360 and the New York Attorney General’s office reached a settlement under which noncompete provisions should be removed from employment contracts.

noncompete agreements quote 1

Similar situations are taking place elsewhere (see quote about sandwich chain Jimmy John’s below). Even the White House has expressed an opinion. These precedents are highly relevant to practicing translators, proofreaders, technical writers, graphic designers, interpreters and other so-called knowledge workers. Remember that noncompete clauses and nondisclosure agreements are just some of the many aspects in a contractual relationship with a customer or employer. You are encouraged to do due diligence, learn the main legal concepts and terms involved, read an agreement before signing it, ask sensible questions, challenge any clauses you disagree with and, if necessary, walk away.

noncompete agreements quote 2

Translation educators should also take part in the discussion. Along with the requisite business skills that any professional should cultivate, the legal knowledge necessary to navigate through these and other agreements and contracts is essential to nurture a professional image and foster genuine cooperation with your customers.

Leave a comment

Filed under Confidentiality of information, Customer relationship, Fairness in agreements, NDA, Noncompete clauses, Punitive clauses

The myth of the rush translation

Faced with a rush translation? Just say no.

To the neophyte translator, who is still struggling to find regular clients, the words urgent and rush sound like an invitation to test her skills, her ability to meet deadlines and, most importantly, land a new client. These words are part of the stable repertoire of a customer’s manipulative language. At times, these rush translation requests come with an overt quasi promise of more work. And the inexperienced translator falls for it. I know because I did it on several occasions during the first few years of my career.

I am not disqualifying every single claim to a rush or urgent translation, because I have also faced bona fide rush requests from well-established clients. The difference is that there is no manipulative language, no empty promises of more projects coming up. As an in-house translator, I had to drop everything in order to address the occasional urgent request for a translation.

Napoleón Bonaparte quote - vísteme despacio que tengo prisa

In addition, reliable customers who request bona fide rush translations offer to pay extra for your trouble and don’t usually haggle: they’re in a time crunch and they come to you because you are reliable too. They’re willing to pay top dollar for your services. Other than that, rush requests belie a pervasive lack of organization that comes from project mismanagement and unrealistic expectations set by sales, marketing and/or product managers at the end-customer side. Translation companies big and small, desperate to please and earn money, accept these rush projects without question, thus becoming part of the contagious lack of organization I referred to earlier.

But said translation companies protest: “The customer is always right.” This is one of those proverbs that are rather a self-fulfilling prophecy than a rational statement of fact. No, not all customers are always right. In fact, some customers are usually disorganized, unfocused, distracted, etc. Behind every corporation or small business, there’s a very fallible human being who can’t be always right even if his (or her) life depended on it.

Translators could use some of the scientific method approach: look for the root cause, investigate, experiment, fail and fail again, examine all plausible causes for a particular result, eliminate the improbable and arrive at the truth. So what if a client says I have a rush translation due tomorrow, 3000 words from a contract or a list of parts for a blowout preventer? Whether you are a single contractor, a 10-staff translation agency or LionBridge, you have a choice. Learn to say no.

In our minds, we all sometimes entertain an ideal dialogue with a client, trying to elucidate the causes for a rush, delay, lack of proper deliverables, attempting to resolve conflicts and miscommunication. We all sometimes wish that our client were more understanding, had more time to talk on the phone, actually gave us the materials we requested to do our job instead of wasting our time. But these are ideal scenarios that play out only in our heads. We have no power or authority to go into a customer’s organization, talk to the befuddled managers on how to insert the translation process into their processes and workflows instead of leaving translation as an afterthought. We cannot change their behavior. But we do have the power to say no. Let me play a scenario for you.

If translation companies, from government contractors to the lowliest of the lowly and lonely single translator starting out as such had the courage, the presence of mind, the firmness of will, the determination to say No, I can’t do your rush translation, then clients may start to reassess their workflows. We can be more detailed in our answer: No, I can’t do your rush translation under the circumstances you describe. If we acted this way, maybe, just maybe clients will reflect and play a fairer game, because good writing, good translating cannot be rushed.

There are other sad considerations behind a rush translation, aside from a chaotic workflow on the client’s side. Does the client really care for the end user who will use the translation? If not, why pay for it? I recently faced the following situation: a lighting manufacturer wanted some bilingual instructions to be translated and laid out as soon as possible, almost urgently, because their Chinese partner was sending new fixtures sooner than expected and shipment to customers had to be accelerated. Even with suitable translations, a proper document layout cannot be just rushed, slapping images on pages as some artists does with scraps to make a photo collage. What was so urgent about inserting the rushed translation into the fixtures’ packaging? What if the instructions, properly translated and typeset, were given adequate time and then end users were directed to download those instructions from the manufacturer’s website instead? There wouldn’t be any need to rush a translation. If we compared the rush time to a regular lead time for translation delivery, we would be talking about a few days. What will a few days’ delay make against a company’s quarterly sales?

Software developers and makers rush products all the time in a highly competitive marketplace, trying to outdo each other with new features and reach the market before the other. But, why sell buggy and mistranslated (mislocalized) software in the first place, knowing that correcting those bugs and mistranslations cost added time and money to the company and to the customer? My 7 years in the software business have shown precisely that time and time again. Where’s the rational workflow, the proper product and project management in that?

The point here is that mismanagement and chaotic workflows don’t just affect translations and translators but products, services, time-to-market schemes and, ultimately, profits. Easy does it, the saying goes. Speed is not a virtue but an obstacle, like any other. Anything worth keeping, buying, investing in, admiring and valuing is truly worth waiting for. Don’t rush it.

Leave a comment

Filed under Customer workflow, Negotiations, Rush translations

How important is courtesy to you?

I recently received an unusual surprise: an anonymous note on my unit door posted by a neighbor who obviously wanted to remain unknown. The note contained a noise complaint. Days later, having successfully resolved the noise issue (the neighbor never identified himself or herself, and the condo building board never received a complaint), the matter of good manners hovered on my thoughts for a while.

While I was working out the noise problem, I was working with a very polite client of mine on a multilanguage layout project for a local lighting company in Ohio. Each lighting fixture is sold with an information sheet in Spanish and Canadian French. These sheets are composed in InDesign CC; my task involved setting the translated text to an InDesign document (given by the customer or freshly created by myself). A pretty simple workflow.

However, my customer and I were facing miscommunication problems and some curt responses to our queries. My customer is a consummate diplomat in these situations; he has the capacity to listen and absorb his translators’ complaints and misgivings about a project but he will reframe them to the client in a way that is true to content but respectful to the customer.

You may feel like shouting on the phone, but it would be bad manners to do so.

You may feel like shouting on the phone, but it would be bad manners to do so.

Theodore Roosevelt said: “Courtesy is as much a mark of a gentleman as courage.” In Spanish we have an older saying with the same meaning: “Lo cortés no quita lo valiente.

However, there are different degrees of courtesy accorded to family members, friends, neighbors, business associates, distant relatives and complete strangers. The way I learned to be courteous and polite can be summarized thus:

  • Show equanimity (temple, in Spanish) in the face of rudeness
  • Continue to be nice in the face of antipathy
  • Give a calm response to angry outbursts
  • When in doubt, be polite
  • Avoid namecalling
  • Give the benefit of the doubt as the other person may have different reasons for saying/acting the way he does
  • Internalize (i.e. be sincere) all your expressions of courtesy to avoid sounding like a phony

These are some of my own standards of courtesy. Very few things in life anger me more than a lack of civility; however, I rarely, if ever, respond in anger. If I do, I am quick to apologize.

But you might think that all this talk about politeness is old news to you, even a trite topic. But courtesy is like humor: it’s not universal and nobody expresses it quite at the same expected level. Agreed, the Japanese and Koreans may exhibit a more elaborate degree of courtesy than New Yorkers or Texans. The point remains that we should cultivate a basic level of courteous behaviors to the point that they become second nature, regardless of our interlocutor’s behavior or level of courtesy. It is only by internalizing these behaviors that we can avoid two disagreeable outcomes:

  • Look and sound like phonies
  • Our expressions of friendship and concern are manipulative

During a Graham Norton show a few years ago, a British comedian made a shrewd observation about Americans: “In California, people are friendly in order to network and offer their business cards” (the paraphrasing is mine). Sadly, I’ve seen the same behavior in countless conferences, meetups and social gatherings across America. In short, the behavior I’ve witnessed can be summarized as I’ll be friends with you if you buy something from me.

Consequently, have we come to expect courteous behavior only when things go our way or when we stand to benefit from a relationship with a customer or a colleague? What is more relevant to you, business owner or company representative, should courtesy permeate your business dealings in every situation?

The acquisition of manners finds its best vehicle in the home, and behaving well under pressure is its best expression. Good manners harness a person’s virtues —those tried-and-true character traits— found deep inside him as sunlight brings out the hues and tints on a landscape. It is through good manners shown that most people form a good opinion of an individual: she’s patient, respectful, attentive, friendly, dependable. Social media may be the desert mirage where good manners evaporate, but we can still rise to the occasion and let our goodness through with a kind gesture, which is at the root of all civility.

Have we become so concerned with that sad substitute for a good name, brand, that weed masquerading as a flower which thrives only on poor soils? Are we so enamored with the glitter of one-word descriptions as shortcuts to communication, thus relegating courtesy to the perpetual folder of “Nice to have”? I am persuaded that politeness, far from being the much-maligned veneer of politicians, narcissistic managers and con artists, begins with integrity and self awareness, attributes commonly found in “individuals of stature and profundity, of flesh and substance…”, as noted arts advocate Eric Larrabee once wrote.

Being courteous is a hallmark of professionalism as well. Indeed, showing up on time for interviews and meetings, for example, reveals respect for the individual and for her time. In writing this piece, my intent is to invite you to ponder the following: are you being polite to your colleagues, customers and vendors because you are naturally courteous…or because it is a means to an end?

Think about it. All candid and courteous comments are welcome.

Leave a comment

Filed under Courtesy to customers, Public Relations, Reputation

Mario Chávez, diplomate translator, at your service

I recently attended two conferences. One in Minneapolis, MN, on the design of medical devices, and a tradeshow in Cleveland, OH, for the 2016 Ceramics Expo. I enjoyed myself immensely on both and for a variety of reasons.

Having been absent from tradeshows or conferences since March 2015, I was a bit out of touch with that environment that I’d like to call outside: what kind of clothes to wear? Should I wear black or brown shoes? Shall I pack my netbook or just my iPad Mini 2? Should I design and order new business cards? And what about my elevator speech?

I grew up going to tradeshows when they were part of our school field trips in Córdoba, Argentina, so moving across a sea of strange faces and collecting free pens was a given. Because I had chosen the Design of Medical Devices event mostly as a learning experience and not a marketing opportunity, I went there with a ready and curious mind. Because I’m the kind of professional who isn’t giving elevator speeches at, well, elevators, and I prefer the laissez-faire approach, I did design new business cards with the focus on my medical translation expertise, with colors to match:

Wordsmeet Medical business card

I hedged my bets on a typewriter typeface to reflect many of the medical reports I transcribe and translate and settled on red tones resembling blood. I kept my contact information to a minimum to invite use and not contemplation. The reverse added to my call to action on the recipient:

Wordsmeet Medical business card2

Notice that I didn’t use the words freelance or translator anywhere on the card. My short introduction would go like this:

-Hello, I see that your company is designing cardiac stents (or valves or a measuring device). What can you tell me about it?

-Hello, I’m here attending the DMD to learn about 3D printing of organs. I see your company does something with 3D. Tell me about it.

When my interlocutor, after explaining what he does, turns to me and asked what I do, I would reply:

-I translate medical documentation, reports, medical devices… (handing him my business card to complete my own description). I’ve learned how laser sintering makes it possible to build these tracheas!

I would also use these conversations to delve into my other areas of expertise, as when a vendor and I were discussing the capabilities of a medical pump (used to regulate medicine drip on a patient in a hospital). I would ask what protections against hacking that pump device would have. The point was not to market myself but to start a conversation, contribute what I knew, ask about things I didn’t know, show sincere interest in what they did as a company. Most of these conversations would end pleasantly, sometimes without exchanging business cards.

Two weeks later, the Ceramics Expo was taking place at the I-X Expo Center close to the Cleveland Airport. I had a 3-day free pass to attend the tracks and visit the tradeshow floor. My only expense worth mentioning was the $10 day parking (and there is plenty of parking!) I have been to tradeshows on many occasions, as when visiting the New York City’s Jacob Javits Convention Center, but seldom have I seen such an organized expo as last week’s Ceramics Expo. Dozens of booths orderly set up, many German and Chinese companies being represented and brief yet useful presentations given (such as the one on transparent ceramics).

Showa Denko booth

Chinese company Showa Denko booth. Chinese reps were easy to spot for their dark business suits, white shirts and dark neckties, all very courteous to the visitor.

I remember debating on that Wednesday morning whether to bring 20, 40 or more business cards. I decided to bring to card carriers (those metal boxes with a capacity for 25-30 business cards) in my pocket. I almost regretted not carrying more cards with me because I had dozens of opportunities to speak with company representatives.

Of all the people I spoke to, only one or two were a bit surprised at my business card (see top of this post) because here I was, a medical translator in a non-medical tradeshow. I was able to explain away that discrepancy by introducing myself as:

-Hello, my name is Mario Chávez. I’m a technical communicator visiting this expo to learn more about the ceramics and glass industry.

And that’s all the spiel I needed to make. No need to use fancy schmancy words, or say that I’m an ATA-certified translator. I made a point of using active verbs to introduce myself: I translate this, I write that, I performed that other thing. If you want your prospect to take some current or future action, use action verbs, not nouns.

The whole exercise let me thinking: Should I use the title “Technical communicator” instead of “Spanish-English translator” from now on? Or Should I call myself something else, like a BA or MA in Translation Studies. I kept pondering on these alternatives and seemingly ambivalent thoughts for days. Then I stumbled on an article about how nurses with a BA are more in demand in American hospitals than nurses with an associate’s degree. The article, published in The Wall Street Journal last October 14, 2015, made a larger point: the use of the adjective baccalaureate, which means a 4-year or bachelor’s university degree.

Baccalaureate nurses are more in demand than those with associate's degrees.

Baccalaureate nurses are more in demand than those with associate’s degrees.

That adjective took me to another one: diplomate. According to the online Merriam-Webster dictionary:

Definition of diplomate

So, I’ve decided to posit the question: wouldn’t it be better for a translator holding a university degree to call herself a diplomate translator instead of a freelance one? First, a freelance anything is simply someone who is working on her own, as a sole proprietor (or entrepreneur, if you must use that detestable word). A freelance translator’s only highlight is her ability to work for a variety of clients, beholden to no employer. But there are so many bilingual workers who call themselves translators that this distinction becomes not just blurry but useless and noxious.

Second, the beauty of the diplomate adjective attached to our chosen profession is that it highlights one of our largest investments: a university degree and/or diploma and a professional who has been vetted by a board of professionals (such as the American Translators Association).

So there you have it. From now on, I’ll be calling myself a diplomate translator because freelance translator just doesn’t cut it for me anymore. How about you?

 

 

 

 

 

 

Leave a comment

Filed under Baccalaureate degree, Diploma, Diplomate translator, Marketing, Professional development, Public image of translators, Qualified translators, Reputation, Technical writing, Translator qualifications

A reputational story

Introduction

Companies are concerned about their image, their brand, their standing. It’s nothing new. Old problems with new words. What was described as affecting the reputation and the good name of a company is not adjectivized as reputational.

If a company enjoys a place of high esteem among its peers and in the community, domestically and internationally, then that good name becomes valuable and acquires a monetary value. It is then used as currency to extend its influence, increase its market share and cement its reputation.

Translators and translation agencies have depended on name dropping (“IBM is one of our customers”) and certifications (“Member of ASETRAD” or “ATA-certified translator”) to preestablish their status and foster trust. Testimonials started to appear in the late 90s on company websites as well as on individual translator’s webpages. The problem I always saw with those testimonials was their anonymized nature. Here’s a current example:

Straker translations testimonials

First names, or initials, with no company affiliation. Hm, does that approach foster trust? Some fabricated reviews at websites such as Amazon created a bit of an uproar a few years back, what we would call escandalete in Spanish or furore in British English (or Italian). Compare this with an exemplary use of testimonials below:

Advanced language translations testimonials

The company Advanced Language Translations is using testimonials the way I think they should be used: who said what about your company. The downside? Testimonials may have a short shelf life because project managers, localization managers, purchasing staff and others in similar positions come and go. The main advantage of a testimonial is its focus when it is properly written. Keen eyes may have also noticed that none of the testimonials refer to competitive pricing or low rates but to “reasonable cost” and “on budget.” As a translator myself, I would love to work on one of their projects!

Reputation and references

Speaking of working for a company as a translator, I recently had a telephone interview with a headhunting agency for an 8-week project involving technical writing and Spanish translation (two of my specialty activities). I was required to provide two professional references, as the best practice in these interviews go. I keep a list of at least six, so I provided two of them within minutes. I was promised to get a call back that afternoon.

The phone rang as anticipated and the interviewer thanked me for the references, but made some comments about one of them, saying that they couldn’t use it because my reference wouldn’t divulge what kind of projects I had taken part in. Then, I offered other references, which I emailed immediately. Coincidentally, the person who turned out not to be an adequate reference for this job called me to tell me about his experience. This is a personal friend and a long-time client, mind you. His reason for not giving particulars to the interviewer? He considered the details of his projects to be confidential and he left the impression that he was a competitor of the interviewer’s company.

Although he gave the interviewer very positive comments on my professionalism and dependability, his earnest and strict approach to giving detailes as requested by the interviewer backfired. I did not get the job. The moral of the story for me: be selective about which references to offer for a particular job. Did my reputation suffer? I think not, since the headhunting agency was working for the actual customer and is contractually bound to find the most adept candidate for the project, not for themselves.

Branding the profession

Translators and translation agencies earn and lose customers by word of mouth, directly and indirectly, all the time. This does not necessarily mean that a particular translator or agency is incompetent or a poor provider, but that their fees or rates are outside the budgetary boundaries of a customer, or that the customer used other economic or social criteria to choose a different vendor (“Our new translator is easier to work with”). Due to the globalizing nature of the Internet and its tools, market encroachment, client poaching and the downward pressure on services fees have given reputation a sometimes undesirable fluidity.

This impermanent state of affairs has taken some old hands by surprise: accustomed to decent pre-Internet translation rates, they complain and lament the way clients come and go looking for the most competitive rates. And this is happening regardless of the translation provider’s solid reputation. What a translation company or a translator has invested decades in developing, their good name and good professional standing no longer seems to hold the same reputational value. Seasoned translators in developed countries such as Great Britain, France and the United States have groaned in hushed whispers, then in loud complaints, about the influx of so-called cheap providers from developing countries, as if there is some conspiracy behind them to undercut their market share and, of course, their reputation. If a customer prefers a Spanish translator living in China over another living in Spain, what’s the point in cultivating your good name?

Among the answers given to this dilemma by translation associations and so-called language consultants, I have seen an increase in presentations, webinars, brochures and similar vehicles to help translators and similar providers with marketing their services better and, lately in the first years of the 21st century, with branding their services. As an example, the American Translators Association’s conferences have held an increasing number of marketing sessions. Based on a visual assessment of ATA’s past conferences, we have the following:

ATA sessions for indep contractors over 14 years

In the span of 14 years, we see a dramatic increase in sessions targeting independent contractors (individual translators and interpreters) to educate them on the use of sales, marketing, branding and business techniques and tools. This development shows two things in my mind: a) an increased preoccupation on better ways to sell translation services and b) the transformation of ATA conferences from an educational event to a marketing one.

Of course, I agree that translators should cultivate a good professional name in order to optimize their word-of-mouth approach to finding and retaining customers. In my experience, customers worth retaining prefer a reliable service, a personal touch and negotiation skills to find a reasonable price worth paying. In the field of professional reliability, I’ve been intrigued by other online tools that might be of service to a translator or translation company.

The branding aspect works best with companies than with individuals. A brand is usually tied to a logo, a slogan and a single word to convey a positive image. Take IBM’s Think, for example. An individual translator or interpreter (or similar professional) would do better in creating and maintaining a good name or good reputation, however, as the branding approach is kind of silly and oversized. A translator who is too concerned about her brand risks projecting an unfocused view, a pretentiously sized corporate image that isn’t really there, just as the “We” statements in individual websites.

Separate but successful business endeavors

During the summer of 2015, when work volume was low, I started to sell items on eBay: electronics, audio equipment and other second-hand items, such as vinyl records. Selling successfully on eBay is mostly a matter of personal image: how fast you ship and how accurate is your description of the item being offered for auction or sale; in short, what good your word of honor is. Consequently, good eBay sellers take very good care of their reputation by fostering a climate of trust that will engender good reviews and addressing any problems with the customer as they arise.

I started to think about the reputational and economic value of my eBay reviews when I read the following from a recent buyer:eBay positive review

This positive feedback surely feeds one’s ego, but there are many potential buyers who read these reviews in order to guide their purchasing decisions. Would then it be appropriate to route potential translation customers to my eBay feedback page? From a business standpoint, I don’t see why not.

Conclusion

For individual translators, professional and personal references are still being used, along with a CV or resumé and sometimes a cover letter, to assess a candidate for a job or project. Although websites and directories are being consulted to find competent translators, they are just a couple of several components in an effective business strategy to find and retain customers by word of mouth and good reputation. Branding and marketing listicles are gimmicks that only benefit the consultant who offers them. Not all social media are amenable to foster trust or a good name, but try them you must in order to find for yourself —not by others’ opinions— whether these are tools worth using. In my long experience as a translator, a good reputation is built every time a project is delivered to specs or beyond expectations, every time I exchange polite and on-point communications, every single time I telephone a customer who is frustrated or who needs to discuss a delicate aspect of a project. No fancy website and no extensive blog nor Facebook posting can do that.

4 Comments

Filed under Brand awareness, Branding, Customer relationship, Customers, Marketing, Negotiations, Reputation, Selection of language providers, The business of translation

Safely disposing of confidential media

You’re familiar with confidential agreements asking for the return, disposal or destruction of confidential information belonging to the client. This information may be found in electronic files, paper files, emails, graphics, and media such as USB drives, CDs and DVDs. Getting rid of paper confidential material is pretty easy: you shred it. I use a crosscut paper shredder, the Black & Decker BD-890A. That way, every page and scrap of paper gets reduced to mulch.

But, what to do with DVDs or CDs containing client files? There are a few options for our peace of mind:

  1. Chuck them in the trash
  2. Shred them in a special shredder (which is more expensive)shredder
  3. Scratch the silvery side of each disk with a knife to make it unreadable
  4. Drill holes into each disk (what I’ve done)

Putting confidential DVDs or CDs in the trash is the half-way method because someone hunting for stuff in your garbage may end up reading proprietary material. It’s a minuscule possibility but it’s better not to do it. I’ve seen paper shredders that can also destroy CDs and DVDs, but they employ high-torque motors (6 to 9 rpm) that increase the price of the shredder. For the occasional disposal of confidential media, it’s too expensive an option.

I’ve applied method #3 above and felt good about myself, confident that I’ve met the spirit and the letter of the law in keeping confidential information out of the hands of unauthorized third parties. However, drilling holes into the media started to seem a more elegant solution. Here’s how I did it:

Use a slender drill bit, like the one shown in the picture. I’ve used a 2.38 mm (3/32 inch) bit to avoid cracking the polycarbonate of the DVD.slender drill bit

Insert that drill bit into your power drill and use a high torque setting. That way, you don’t have to press too hard onto the media to make the holes and you won’t risk ruining your drill bit.

Drilling into a plastic substance like polycarbonate carries a very low risk of having shards fly into your face and eyes, but use some wrapping material or sandwich the disks in a way that any pieces and bits are contained inside the wrapping. I used a very low-tech material: newspapers (see below).newspaper coverage

The result is confidential DVDs with several perforations that make them unusable and unreadable. Then I tossed them in the perforated DVDstrash, making sure that I crossed out any identifying markings.

Making sure that you take proper care of confidential and proprietary materials from your customer is not just good business practice and a polite way of maintaining your relationship, but it is crucial in this day of cybercrimes affecting companies big and small.

The same destructive method can be applied to hard drives. Regardless of the erasure method employed, data can still be retrieved by determined information thieves. Since it’s better to be safe than sorry, use a power drill on a high torque setting, mounted on a conventional power drill clamp to make those orifices safely on a hard drive. Remember to wear goggles.

 

 

 

Leave a comment

Filed under Confidentiality of information, Customer relationship, Disposal of confidential information, NDA