This article was originally published in the Jul/Aug 2014 issue of MultiLingual and is the companion text for the presentation given at Localization World Dublin on June 6, 2014. Communicating value in business terms Value, price, and features It takes money to buy things, and saving money can be a virtue, a requirement, or both. Therefore, while everyone theoretically believes in the importance of speed, gain, quality, etc., most often the customer’s choice is based on price. And price is still the main driver even for translation buyers. In fact, the current system favors lower costs and loyalty, rather than excellence, with quality being the unique selling proposition for the whole translation industry, thus making offers indistinguishable, and hence definitely irrelevant, at least in a sales perspective. Quality is a feature, just like color in beer, while buyers care about the benefits they receive as a result, just like refreshment, possibly inexpensively, and eventually taste. Communicating value in business terms Any newcomer in the localization industry is faced with Former Chancellor of West Germany Willy Brandt’s postulate on global trade, “If I’m selling to you, I speak your language. But if I’m buying, dann müssen Sie Deutsch sprechen (then you […]
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