Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Twin Translations The Entrepreneurial Linguist
1. Lessons From Business School:
The Entrepreneurial Linguist
Judy A. Jenner, MBA
Twin Translations
Vice President, Nevada Interpreters and
Translators Association
2. All practice, no theory
No theories
Number 1 lesson from business school
Case study method
We will cover:
1. Marketing basics (main focus)
2. Economics/pricing basics
3. Accounting basics
4. Entrepreneurship basics
5. Negotiating basics
Many of these areas overlap
3. 1. Marketing Basics, Part I
You are selling your services = running a business
Welcome to entrepreneurship!
On same page with lawyers and doctors
To-do list:
Website and e-mail (Google Sites)
Professional signature
Get good marketing materials (PDF Creator)
4. 1. Marketing Basics: Signature
Example:
Karen M. Tkaczyk, Ph.D.
McMillan Translation
Chemicals/Pharmaceuticals/Cosmetics
French and Spanish into US or British English
karen@mcmillantranslation.com
Alternative: karen@tkaczyk.net
Tel +1 775 782 7095
Fax +1 530 725 8215
6. 1. Marketing Basics, Part II
Competitive advantage (example: 24-hour, pairs,
Mac, security clearance)
Assume everyone is good and fast
What is your (non)-specialization?
Choose wisely – but sometimes it’s organic
7. 1. Marketing Materials
Design good PDF marketing materials (PDF Creator)
Characteristics of good marketing
materials/pitches/letters:
– Short and to the point
– Easy to read (especially on Blackberry)
– Answers the question: why would I hire you?
– Targeted and customized
– Value proposition
8. 1. Marketing Basics, Part III
Professional networks
Free press releases
Build your brand: logo/design/business cards
Think of yourself as a customer (PayPal, etc.)
Main marketing lesson: Build your brand.
9. 1. Marketing: A Case Study
Goal
Grow gaming translation business for low to no
advertising cost.
Steps taken
1. Contacted colleagues and contacts.
2. Researched companies who did not have presence
in Hispanic market. Mentioned to friend at a party.
One of his suppliers needs a Spanish site.
3. He made the introduction. Busy potential client
suggested I meet them at the Gaming Expo.
10. 1. Marketing: A Case Study
The result
They liked my industry background. Sent holiday card
to keep myself fresh in their memory. Signed client in
July 2009.
The lesson
These are long-term investments. Hard work pays
off, but not always.
Cost
$60
11. 2. Economics: Pricing Video
Does this sound
familiar?
Client vendor relationship.mp4
12. 2. Economics: Pricing
Price (supply and demand)
Go high -- Price vs. Peripherals
Competing on price = becoming a
commodity.
Solution: differentiation (closely related to
marketing)
4th of July approach
13. 2. Economics: Pricing, continued
“Free” translation tests – yes or no?
TINSTAAFL
Yearly price adjustments for inflation
Adversity
Benchmark pricing
Main economics lesson:
Don’t compete on price.
15. 3. Accounting Basics: Expenses
Decrease expenses:
1. Alternative phone service
2. Gadgets
3. Business travel
4. Office supplies (ink, paper)
Main accounting lesson: Watch your expenses.
16. 4. Entrepreneurship Basics
Real world only
Business of referrals
Synergy – giving back
The new networking
Positive passion
Make it personal (closely related to marketing)
Main entrepreneurship lesson: It’s all about your
relationships.
17. 5. Negotiating Basics
Seller sets price; no Moroccan spice market
Be firm
Don’t justify yourself
The power of silence
Gentle client education
Know your bottom line
Walk away
Main negotiating lesson: Be confident and firm.
18. 6 Main Points
Differentiate yourself
Make yourself known and build a brand
Build relationships with customers and
colleagues
Watch your expenses
Don’t compete on price
Negotiate well
19. Questions/Comments/Suggestions?
Thanks for coming!
You can download a PDF version of this
presentation at
http://www.entrepreneuriallinguist.com/
judy.jenner@twintranslations.com
(702) 541-4647
www.twintranslations.com
