4 key communication principles for successful international trade

A new report published by Regus, a provider of flexible workspaces, shows that UK firms trading internationally are two fifths more likely to increase profits than those sticking to the domestic market.

Many of the traditional barriers to foreign market entry are now surmountable, however above implementing careful and considered research with exact planning and budgeting, the recipe for international success can differ between companies, sectors and products being exported.  That said there are some key principles that if followed can put you on a sure footing to being successful.

1. Ensure your website works in each target language

A study by Royal Mail has found that 65 per cent of small to medium sized businesses with an online presence and whom export are confident of growing sales in 2013.

Clearly the Internet can act as an international high street for your business with your website being the shop front.  However, having a successful website relies on much more than simply translating the content into each target language.  Applying a process of localisation to your website will addresses local language, dialects, customs, cultures and regulations, which if not adopted will remain as a significant obstacle.  Some common elements that differ between countries and should be tackled during website localisation can include imagery, colours, symbols, time/date formats and social norms.

Key word research in each target language also needs to be addressed to ensure your website is listed highly in search engines for the correct key words by applying search engine optimisation methods in each language.  Simply translating English terms is not enough to ensure you are capturing the key words used locally.

2. Achieve consistent translations

Having inconsistent terminology throughout a single document or through multiple different documents can cause confusion and look unprofessional, which can give rise to doubts over your product and company. 

Translating brochures, operating manuals and other literature requires a mother-tongue translator who understands the subject matter and in conjunction with Computer Aided Translation, software which highlights repetition within a document and applies a selected standardised term, will help ensure you achieve a consistent translation with all current and future document translations.

3. Don’t underestimate the importance of face-to-face meetings

Research carried out by KPMG has found that successful businesses trading internationally unlock the market through their personal relationships.

While technology has made it far easier and quicker to communicate internationally many emerging markets still value face-to-face interaction.  Although video conferencing calls provide an aspect of face-to-face contact, this technology isn’t a substitute for meeting in person.  Undoubtedly being at a meeting in person to pickup on body language and using an interpreter to communicate in the target language can play a vital part in concluding a successful meeting.

4. Obtain help in removing the language barrier

There are plenty of companies and organisations out there that can provide relevant services and advice to help UK companies export into new foreign markets.  Organisations such as UK Trade & Investment and, on a regional level, the Midlands World Trade Forum both have advisers who can provide information and UK Trade & Investment help organise foreign business trips.

Translation, interpretation and localisation companies like Foreign Language Services can assist with getting your website, marketing materials, manuals and all your documentation translated professionally and correctly by considering localisation, cultural factors, how the documentation will convert into other languages and by ensuring the target language documentation is well designed and looks professional.

What if your translation agency owned the legal rights to the translations, adaptations and localisation changes made to your translated document?

The fact is, many translation agencies do own the Language Database and this has a number of important implications.

For those not in the know, Language Databases resulting from translations completed within a Translation Memory Tool, contain translated sentences and client specific terms, which are produced from Documents and Manuals, translated by an agency or translator.

Translation software then recognises repetition within documents, so each time a sentence is repeated it is automatically picked up from the Language Database.  This reduces the word count for translation, which in turn reduces the timeframe and cost.  Language Databases are applied to all future translation projects, so as the database increases with each translation project the less there will be to translate and charge for.

Many translators and translation agencies include a legal clause within their terms and conditions so that the Language Databases created automatically becomes their intellectual property. This means the translator or agency will own the rights to the Language Databases from work you have paid for.  They can do this because the Language Databases are a derivative from the services instructed and paid for by the client.

If you are unsure whether your translation agency owns the Language Databases, then you should review the agreement you signed.  If it states that you own no property or copyright on the translations, then you will probably not have any rights on the Language Databases.

Some agreements may also include a clause that prohibits the use of any Language Databases for any other purposes than for your translation work. However, if such a clause isn’t included then your Language Databases could potentially be bought, sold and licensed as there is value in technical translation terms and specialist glossaries – This is something further that you should check your agreement for.

Translation Databases have a number of advantages for the agency and the client. We’ve established that the more a translation agency translates, the more the customer should save in translation costs, but not only is the translation agency saving on translation, it also makes short work of previously heavily hands-on Desktop Publishing, saving around 70% on DTP time too.

In addition to the cost savings Language Databases also reduce turnaround times and improves consistency.

Why is it important for you to own the Intellectual Property to the Language Databases?

To answer that question perhaps consider what it would mean if a client decided to switch translation agencies and couldn’t take their Language Databases with them?

They would lose all of the cost efficiencies and the consistency of terms built up over time with each translation project.

Cleary keeping the IP over the Language Databases creates a barrier to a client’s freedom to change translation agencies, essentially tying them in to staying with the current agency.

Our clients remain the sole owner of the Language Databases and we will never sublet the data or use it with other clients.  As rule, we deliver the Language Databases at no extra cost to our clients as part of our service, something we have done for many years.

A good translation agency should be able to keep their clients because of the quality of service provided, fair pricing and for being trustworthy.

If you would like further information or advice, please contact me on +44 (0) 1785 255067 or email translations@fls-ltd.com.

Are you given full ownership of your translation memory databases? Are you paying too much for translations?

The reason I ask these two questions is because I put the exact same questions to a number of companies that use translation companies, and I was surprised with the amount of feedback it produced.

I believe the reason for the feedback was because we all know that obtaining comparative quotations help leverage best price, but we just don’t obtain them regularly enough; unless there is a motivating factor.

When was the last time you obtained a comparative translation quotation, if not to leverage cost, but to check you are still getting best value and quality?  

If the honest answer is, “too long ago” then perhaps its time you did?

One of the advantages of using a document translation agency rather than employing an in-house translator is to keep a cost center that is outside of your core business as flexible as possible.  

So it may be prudent to have a conversation with your translation agency about what additional cost savings are on offer, such as whether they are passing on the savings of using CAT tools (Computer Aided Translation) with each translation.

CAT enhances the human translation process by reducing the amount of sentences needing to be translated by eliminating the necessity for repeated sentences to be translated. Not just for the translation in-hand, but for all subsequent translations. As your translation agency works with you, they should be building a database of terms for use specifically for your publications, so the more they translate, the more you should save.

Not only is the translation agency saving on translation, it also makes short work of previously heavily hands-on Desktop Publishing, saving around 70% on DTP time too.

In addition to the cost savings a CAT tool also reduces turnaround times and improves consistency.

Is your translation agency guilty of perhaps not passing on the cost savings to you?

Another important question to ask is whether your translation agency keeps your translation memory as their ‘intellectual property’.  If they do, then ask why?

As rule, we deliver this translation memory database at no extra cost to our clients as part of our service. Most translation agencies keep the memory as their ‘intellectual property’, but this is really done to tie clients in.  We have been making this practice of delivering translation memory databases to clients for many years now. We keep our clients because of good communication, fair pricing and being trustworthy.

Regularly challenging your translation agency over price and quality will help stop complacency. Asking the right questions will give you the power to make an informed decision that could save you money and improve the quality of your translations. 

If you feel it is time to check that you are getting best value, then please contact me for a free no obligation comparative quotation.  Contact me on +44 (0) 1785 255067 or email translations@fls-ltd.com.

Using Foreign Language Services will ensure you receive:
• A highly cost effective service
• Fast and guaranteed turnaround times
• A high consistency of terms
• A localised translation to take into account cultural differences
• 100% accuracy in any language combination
• The peace of mind you require

Should you outsource your translation?

If you are looking to expand into new foreign markets, you will undoubtedly need to have a number of different documents translated at some point.  The obvious documents can include brochures, instructions, maintenance manuals and contracts.

So the question is, are you best using an in-house translator or an outsourced translator?  Both have their advantages and disadvantages and so it is important to make an informed choice to ensure you make the best decision for your business.

Points to consider when employing an in-house translator

Employing an in-house translator to work in the same premises as you makes it easy to get documents translated quickly.  You will need to have sufficient office space and be confident that you will have enough regular work to justify a monthly salary as opposed to paying a per word fee.

There could be benefits of being able to have a translator collaborate with other employees and departments, especially if you have other in-house departments such as marketing and design.

Managing translation internally is sometimes difficult to scale as the business grows, which could lead to deadlines being missed and quality suffering. It is important to consider that testing products and services in new markets with new languages may not be possible without using an outsourced translator.

An in-house translator could be most cost effective when there are large amounts of translation work in one or a few languages and where close collaboration with other employees would add value.

Points to consider when using an outsourced translator

Using a professional translation agency is less risky, requires less upfront investment and is much more flexible. Using professional mother tongue translators guarantees the highest translation quality and a faster output with the flexibility to be able to have a document translated in any language.

Good translation agencies guarantee their work and use cutting-edge technology to improve consistency with language standardisation control whilst driving down costs using translation memories.

Using an outsourced translator will mean paying a higher rate, but if your translation needs are on an ad-hoc basis you will find that you save money by only paying for the services you require, when you require them.  

Outsourcing your translation work will ultimately ensure that you have access to the right mother tongue translator with relevant industry experience. It will also ensure that a translator is available when you need them. You’ll never have to wait for your translator to come back from annual leave or worry that they don’t have enough work to be cost effective.

Conclusion

In-house provides maximum control while outsourced offers maximum flexibility. Both solutions can provide high value and high quality.  With enough volume, stable demand and a long-term commitment an in-house translator might be the right approach. Low or variable needs are best addressed with an outsourced model.  However, in my experience even companies with high volume and long-term commitments use outsource translation services to some degree to keep a cost center that is outside of their core business as a flexible on-demand service.

About Foreign Language Services

We translate anything and everything from large operating and maintenance manuals to letters and business cards.

Our clients say they choose us over others because we use the very best mother tongue and industry specialist translators in conjunction with cutting-edge technology to achieve:
  
> A highly cost effective service
> Fast and guaranteed turnaround times
> A high consistency of terms
> A localised translation to take into account cultural differences
> 100% accuracy in any language combination
> The peace of mind you require

Contact us for a free quotation

To ensure your international trading isn’t getting lost in translation, contact us on +44 (0) 1785 255067 or email translations@fls-ltd.com for a free no obligation consultation or itemised quotation.

What’s your language strategy?

A recent study commissioned by the European Commission's Directorate-General for Education and Culture found that SMEs with a consistent language strategy increased their sales turnover by up to 25%.

What is a ‘language strategy’?  Well it can be defined as ‘the planned adoption of a range of measures to facilitate effective communication with clients and suppliers abroad.’

The report listed a number of measures, which if planned for and implemented in advance, would help facilitate a company’s entry or expansion in a new foreign market where there are language or cultural barriers. 

One such language strategy measure included the use of a professional translator and interpreter, which if adopted in the beginning would be able to assist with four of the report’s recommend language strategy measures:

1. Creation of websites with special cultural and/or linguistic adaptations

2. Translation of promotional, sales and technical materials

3. Language training and cultural briefings

4. Product or packaging adaptation in line with local tastes and customs

Other language strategy measures outlined included:

5. Online language learning; employee selection and recruitment policy Staff mobility

6. ‘Buddying’ with foreign colleagues and cross-border secondment schemes

7. Forging links with local universities

8. Taking on foreign students on placement

9. Native-speaker recruitment

10. E-commerce involving multilingual operations

11. Use of local agents to solve language problems

12. Use of linguistic audits

An important fact raised in the report was that those SMEs who had lost contracts in the past because of language and cultural barriers learned from their communication problems and realised how crucial having a language strategy was for their exporting success.

Other findings in the report revealed that those companies with a language strategy were able to place a value on it and measure its impact. 

By introducing a language strategy:

43% of companies reported to have increased their turnover by more than 25%

30% put the increase in terms of trade at 16-25% of turnover.

73% of companies said sales turnover had increased by a minimum of 16%.

If you would like further information or to discuss the virtues of using a professional translator and interpreter please contact myself, Ann Elphick on +44 (0) 1785 255067 or email ann.elphick@fls-ltd.com

Further information on the report can found here.

Enhancing human translation with translation memory

All our mother tongue translators are methodically handpicked and regularly undertake tests and spot checks to ensure consistent high quality.

So why do we use Translation Memory?  Firstly, translation memory shouldn’t be confused with machine translation.  Translation memory enhances the human translation process by reducing the amount of sentences needing to be translated by eliminating the necessity for repeated sentences to be translated.

It saves on Desktop Publishing time as once the document has been translated, it is exported back into the source file where much of the DTP work has been completed. What remains is the need to tidy up the new output language file, which generally means extending the document or reducing fonts to accommodate the translated language, which will generally be longer than the English.

The more we translate the more you save!

For all subsequent document translations we refer to your database of translated sentences so you are only left with those sentences which are new. And as we work with you, we build upon your database for use specifically for your publications, so the more we translate, the more you save!

You can read our latest case study where we were able to make an impressive cost saving for our client by significantly reducing the translation word count from 41,000 to just 26,000 with the use of our Translation Memory.

Most translation agencies keep your translation memory as their ‘intellectual property’.  We don’t!

At the end of the first project, we end up with a database of matched translated sentences.  We deliver this translation memory database at no extra cost to our clients as part of our service. Most translation agencies keep the memory as their ‘intellectual property’, but this is really done to tie clients in.  We have been making this practice of delivering databases to clients for many years now. We keep our clients because of good communication, fair pricing and being trustworthy.

In conclusion

In addition to the cost savings, memory translation reduces turnaround times, improves the consistency of translation and tailors each translation to your specific requirements, all without sacrificing quality.

If you would like further information or to discuss the virtues of using Translation Memory please contact myself, Ann Elphick on +44 (0) 1785 255067 or email ann.elphick@fls-ltd.com

You can read a number of related blogs here:

Could your translation agency be more efficient and pass on greater savings?

Achieving consistency of terminology and costs savings in document translation

Case Study: Sontay UK ltd

Sontay are experts in a range of field controls. Established in 1974 they have gone from strength to strength utilising new technologies and widening their extensive product range. They are growing and have an ever-increasing need to provide documentation such as catalogues in foreign languages

Requirements

Initially I was contacted by Mr Alan Braybrook who had received a communication from us regarding our services.  Sontay had an English catalogue in Quark Xpress which they wanted translating into French and German. Quark Xpress is not best suited to Translation Tools and we recommended that if at all possible, the English should be converted to a different piece of software such as FrameMaker or InDesign.

Solution

We offered to convert their English Quark Xpress catalogue into InDesign and because we have a good knowledge of Language Documentation and Manuals, we were able to produce the document in our DTP office suite. We took into account that the English source book would eventually be translated into French and German as having a book laid out with the target languages in mind is a very important consideration as most languages are longer than English which could mean having a cramped translated document.

We were able to make an impressive saving on the price of translation with the whole English word count being 41,000, which we reduced to just 26,000 with the use of our Translation Tools.  This is a clear demonstration on just how important Translation Tools are for companies exporting their products.

More recently we have been converting a number of English technical data sheets into InDesign in preparation for translating them into French and realising further cost savings from utilising the translations Database we have already generated.

Dealing with Sontay has been a pleasure, liaising with Stacey Lucas at Sontay regarding work processes, we are very pleased to have this new client on board.

Stacey Lucas from Sontay Ltd comments:

We have been very happy with not only the translation work provided but the efforts to convert literature into different programs.  The initial conversion of the catalogue from Quark to Indesign saved us a great deal of time in-house for future projects and the final translations into French and German were of good quality.  We have continued to use FLS for further literature and documentation on behalf of our customers and have them to be very accommodating when changes have been requested to the format and style of the documents.  FLS provide more than a translation service they can offer a complete solution to creating documentation.