Sales Agent Training

1. Language drives us, excellence defines us. Sales Agent Training Harvey Jenkins Network Manager

2. Language drives us, excellence defines us. Agenda Welcome About Wolfestone Products and Services Winning Business Project Management The Language Services Market Selling Translations Marketing Support On-going Support

3. Language drives us, excellence defines us. About Wolfestone Roy Allkin – MBA, BA (Hons) CEO – Wolfestone Translation Ltd President – Association of Translation Companies UK 2011 – Welsh Entrepreneur of the Year

4. Language drives us, excellence defines us. Who are Wolfestone? One of the fastest growing companies in Wales - Fast Growth 50 - 6th Fastest Growing Company in all sectors - Fastest Growing Service Sector Company Have been operating for 6 years 30 employees in the UK Largest translation company in Wales 5th fastest growing translation company in the UK Presidency of the ATC (Association of Translation Companies)

5. Language drives us, excellence defines us. Have at least doubled turnover and profit for each of the last 5 years and on target to do so this year again Growth has been organic with no borrowing – the company has no debt We work in both the B2C and B2B markets Have a comprehensive range of services and offerings Wolfestone is committed to an ethical approach to business We take our Corporate Social Responsibilities seriously and regularly sponsor events, awards, teams, etc. A global network of over 6000 qualified, vetted, tested and referenced professional linguists on our database.

6. Language drives us, excellence defines us. Multi-Award Winning! 2008 Most Promising New Business Wales – FSB British Business Champions Most Promising New Business – UK Runner-up – FSB British Business Champions Business Service Business of the Year – South Wales Business Awards 2009 Young Business of the Year – Swansea Bay Regional Business Awards Best Business - Marriott Hotels / Evening Post Business Awards Business Service Business of the Year – South Wales Business Awards Overall Business of the Year – South Wales Business Awards Swansea Bay Business Woman of the Year – Swansea Bay Woman of the Year Awards Swansea Bay Woman of the Year – Swansea Bay Woman of the Year Awards 2010 Women in Business Awards – Highly Commended – Online Innovation Award Women in Business Awards – Highly Commended – Go Green Award Entrepreneur of the Year – Runner-up – Chambers of Commerce Business Awards Welsh Business of the Year – Runner-up – Chambers of Commerce Business Awards Business Service Business of the Year – Runner-up – South Wales Business Awards

7. Language drives us, excellence defines us. 2011 Santander International Trade Award – Finalist – Santander International Trade Awards Business Service Business of the Year – South Wales Business Awards Fast Growth 50 – 14th Fastest Growing Company in all sectors in Wales – 2nd Fastest Growing Service Sector Company International Business Award – Swansea Bay Regional Business Awards Entrepreneur of the Year – IWA / Western Mail Business Awards Award for Skills & People Development - Chamber of Commerce Awards Most Promising Growth Business - Finalist - Chamber of Commerce Awards Welsh Company of the Year - Finalist - Chamber of Commerce Awards Entrepreneur of the Year - Finalist - Chamber of Commerce Awards 2012 Business of the Month February 2012 - South Wales Evening Post and Business Life Awards Award for Talent and Innovation (Winner) - Institute of Directors Awards 6th Fastest Growing Company in all sectors in Wales – Fast Growth 50 Fastest Growing Business (Winner) - Business and Professional Services Category – Fast Growth 50 Woman of the Year (Winner) - Women in Business 2012 Awards Commitment to People Development (Winner) - Chamber Awards 2012 Business of the Year (Winner) - Chamber Awards 2012

8. Language drives us, excellence defines us. The Language Industry Common Sense Advisory calculates that the market for outsourced language services is worth US$31.438 billion in 2011 (was not expected to reach US$29 billion until 2014). This market size is conservatively increasing by 7.41% per annum and is probably closer to 12.17% per annum. At the lower estimate that gives us a 2013 market of $36.270 billion! Who speaks what online?

9. Language drives us, excellence defines us.

10. Language drives us, excellence defines us.

11. Language drives us, excellence defines us. Thank you!

12. Language drives us, excellence defines us. Products and Services Translation Proof-reading Localisation Interpreting Transcreation Voiceover Transcription Subtitling Desk Top Publishing

13. Language drives us, excellence defines us. Translation “The process of translating words or text from one language into another” We cover all language combinations Use only in country native speakers Typically 2,000 words per day Technical translations – utilise a translator with industry specific knowledge Costs depend on technicality, language pairings and speed 2 Levels of service – Elite or Elite Plus

14. Language drives us, excellence defines us. Proof-reading “To read (copy or proof) in order to find errors and mark corrections” Provided as an integral part of translation Independently done – not by the original translator Technical proof-reading – utilise a translator with industry specific knowledge Half the price of translation

15. Language drives us, excellence defines us. Localisation “a comprehensive study of the target culture in order to correctly adapt the product to local needs” Part of the process of cultural adaption Usually refers to web-sites, software and video games Necessary for any branding or marketing products In country review is an essential part of this process

16. Language drives us, excellence defines us. Interpreting “Translate orally the words of another person speaking a different language” Often called “translators” as well Use only native speakers in one of the languages Harder to find than translators – often have to be physically at the location Telephone interpreting is an option

17. Language drives us, excellence defines us. Transcreation “An adaptation of a creative work into another language or culture” Typically used for marketing material A full recreation of the original work which ensures that the intended message is conveyed Helps maintain brand integrity and consistency in different countries

18. Language drives us, excellence defines us. Brand Blunder No 1

19. Language drives us, excellence defines us. Brand Blunder No 2 • Was translated as “Pepsi brings your ancestors back from the dead” in Chinese “Come Alive with the Pepsi Generation”

20. Language drives us, excellence defines us. Voiceover “A production technique where a voice that is not part of the narrative is used in a radio, television production, filmmaking, theatre, or other presentations” Database of voiceover artists held in-house Can provide samples to help client choose most appropriate In house state of the art studio In house studio technicians – meaning rates are very competitive

21. Language drives us, excellence defines us. Transcription “A written or printed representation of something, typically an audio file” Able to transcribe any file type (i.e CD, DVD, MP3, MPEG, AVI etc) Expertise in different fields (legal, medical, business etc) Translation often follows transcription Can be time consuming

22. Language drives us, excellence defines us. Subtitling “A printed translation of the dialogue of a foreign-language film shown at the bottom of the screen” Also called “closed caption” In house capability

23. Language drives us, excellence defines us. Desk Top Publishing “The creation of printed materials using page layout on a personal computer” From simple re-aligning of text to complete redesign of brochure Arabic and other right to left languages most affected Delivered in almost any PC or Mac format InDesign is most common In house designers

24. Language drives us, excellence defines us. Winning Business How we operate Costs/Ratecards Producing Quotes Order Processing Timescales Payment Terms

25. Language drives us, excellence defines us. How We Operate Client has need of translation Request for quote sent to us We analyse the document and prepare quote based on language combination, speed required and technicality Send quote to client and add to our Synergy X system If client gives go ahead, quote is converted to a “project” on Synergy X and automatically sent to Project Management team PM team source correct freelancer for the job and coordinate Completed project returned to client and confirmation copied in to sales person

26. Language drives us, excellence defines us. Rate Cards Will be provided to you for easy reference Available in electronic format Also provided for Voiceovers There is room for negotiation! Regular work allows us to build Translation Memory – reduces cost and increases speed

27. Language drives us, excellence defines us. Quote Examples We receive inbound quotes by various methods, the most common 3 being: Email Telephone Walk in The first 2 are mostly generated by the internet and all 3 are dealt with by the inbound sales team. Walk ins are mostly individuals looking to translate their marriage/birth certificates.

28. Language drives us, excellence defines us. Step 1 First of all, as the client has attached the files here, we would analyse the files for source language, check the subject matter and see if there is technical content, check word count (checking for words in any embedded images), check format and whether the client would need any Desk Top Publishing.

29. Language drives us, excellence defines us. Step 2 The sales person would ring the client to see if there are any special instructions for the project and if there was an urgent timescale. This would also be the time to ask if the client has the source files if the document is a PDF. The sales person would also ask the client what the deciding factors were on the quote

30. Language drives us, excellence defines us. Step 3 The quote would be calculated using the quote calculator and taking into account all of the data collected from the client. All of the information is included in Synergy X. The Usual follow up procedure is followed and once the quote has converted into a sale the project is passed on to the project management team.

31. Language drives us, excellence defines us. Step 4 This information is necessary for the project managers to do their job. Service Needed: Level of Service: Language Combination: Deadline: Word count: Number of documents: Number of pages: File type output: XTM: DTP: Certification: Reference Material: Terminology or Glossaries: Cost: £ + VAT

32. Language drives us, excellence defines us. Timescales Work on principle of 2K words per day Premium for getting it done quicker For urgent translations we can split between more than one translator – can compromise on quality though

33. Language drives us, excellence defines us. Payment Terms For first job - up front payment Can be negotiated to 50% if client has issue with this Future jobs – account set up. Standard terms are 21 days Can be extended to 30 days on request Anything longer only with special authorisation Payment can be made by card over the phone

34. Language drives us, excellence defines us. Project Management Project Management department receives a notification through Synergy X to say a job has been confirmed. Senior PM or ASPM will assess the project and distribute to a PM within the team based on language combination, client, specialisation, availability or a combination of the previous. The PM then checks through the details of the project and also checks to make sure they have enough / all the information to be able to manage the project effectively. If all the required information is present, the PM will begin work on the project, if not, they will contact the Sales Person to get clarification. The PM will send a Project Confirmation email to the client to introduce themselves, cc’ing in the Sales person.

35. Language drives us, excellence defines us. Project Management The PM will now begin supplier selection and assign the project to the correct team / individual based on language combination, specialisation, timescales, reliability, location and budget (If no suppliers are available the PM will contact the Vendor management team to recruit a suitable supplier or will do the recruitment themselves if deadline is tight). We recruit linguists from databases such as Proz, Translators Café and using external applications from freelancers. All linguists are selected and tested against a stringent VM policy. The PM will confirm a deadline with the supplier leaving enough time to run final QA checks before sending back to the client. Such checks include Spelling, Consistency, Grammar etc. Once the project is complete and has been checked, the PM then sends the final files back to the client and cc’s in the sales person.

36. Language drives us, excellence defines us. Brand Blunder No 3 • Translated in to Chinese as “Eat your finger off”

37. Language drives us, excellence defines us. Language Services Market Currently $36 billion annually Growing at 7.2% per year even now Fragmented market Lots of small players and one man bands Handful of big boys

38. Language drives us, excellence defines us. Competition According to Common Sense Advisory there were 25,256 Language Service Providers worldwide Europe has a 49% share of the world market 3.6% of providers account for 17% of market 63% of translation companies have 5 or fewer workers It’s a young industry – 48% of professionals are in their 30’s

39. Language drives us, excellence defines us. Top 10 Northern European LSP’s

40. Language drives us, excellence defines us. Growth and Forecasts

41. Language drives us, excellence defines us. Potential of the Translation Industry

42. Language drives us, excellence defines us. Languages for Business 2 studies of UK businesses. Principal author: S Hagen, Newport University ELAN – 100 UK businesses 2006 commissioned by European Commission/CILT ARCTIC – 93 SME’s 2012 funded by the Arts & Humanities Research Council The following slides are based on the findings of these reports

43. Language drives us, excellence defines us. Worldwide Commerce English accounts for only 30% of world GDP Chinese – 23% Japanese – 5.6% Spanish – 5.2% German – 4.9% French – 4.2% Portuguese – 3.4%

44. Language drives us, excellence defines us. The Internet The next internet revolution will not be in English! The proportion of English webpages is declining relative to others While internet usage has increased by 40% in the USA, it went up 200% in Brazil, 300% in India and over 500% in China

45. Language drives us, excellence defines us. Language barriers as a tariff on trade Language differences act as trade barriers and have been quantified as between 15%-22% in terms of tariff equivalents Sharing a common language can increase bilateral trade by between 75% and 170%

46. Language drives us, excellence defines us. Language barriers for UK export companies At least 20%-25% of export companies in England and Wales regularly declared they had lost business due to language or cultural differences Estimates suggest that barriers currently cost the UK at least £7.3b and possibly as high as £16b in overseas trade

47. Language drives us, excellence defines us. Features of Successful exporters According to the ELAN report, 5 actions have been found to increase sales abroad Employment of staff with existing language skills A Language Management strategy Employment of nationals Use of professional translators e.g for high quality translation and localisation Multi-lingual and culturally adapted website

48. Language drives us, excellence defines us. The benefits of using the customers language Established a positive rapport and sense of trust Shows respect for cultural and religious differences Demonstrates a long term commitment to foreign market Shows employees and foreign clients that you mean business Increases the flow of market intelligence and customer feedback and understanding its real meaning

49. Language drives us, excellence defines us. Increase in turnover due to Language Management Strategy

50. Language drives us, excellence defines us. Multilingual websites The vast majority of top performing export companies in Europe have invested in multilingual websites For example Rapine Paberlvabrick (Estonia) translated its website in to 6 languages They measured the impact on sales in the various markets where it has the language on the website Adapted websites have increased sales by between 16% and 25%