If you've been reading this blog for any amount of time, you probably know that I talk about this topic a lot. And whenever I come across anyone who is resistant to the idea of providing extra value to clients beyond that of the services we already provide as translators/ interpreters, I seem to get the same response. They usually say something along the lines of, "I don't know what kind of value my clients might want." And typically, my answer is, "You know more than you think!"
There are a lot of ways to offer value to your clients beyond the T&I services you already provide. And for some of us who work in language pairs that can have a somewhat saturated market, this is essential! We have to stand out. And to anyone who says, "I don't need to provide any more value than the services I already offer," to that I ask, "Then, what makes you different than any other translator/interpreter who provides the same service?" I know that seems a bit harsh. But if we don't start thinking about the value we provide, both as part of the services we provide and in addition to them, then we may very quickly feel like the market is taking over and we're floundering to raise our rates or find better clients. Everyone is selling something these days. So, it's important to be seen as different. Yes, this is one of those cases in which being different is a good thing!
Of course the translations and interpretations we provide to our clients are incredibly valuable. But they are often thought of as a service that is requested, completed and billed. End of discussion. So, how do we provide even better value so that our clients consider us an integral part of their larger team? How do we keep them coming back to us time and again? Surely, a large part of being valued is due to the services we provide. But it's never just about that. After all, if it were just about the service, our clients would all be shopping around for the least expensive option, right? Who wouldn't be?! So, there has to be something more. By providing more value than other options (i.e. other translators/interpreters in your language pair(s) and area(s) of specialization), we also give our clients more reason to stick with us for the long term.
By building relationships with our clients, we learn how to provide them even more value. We learn how we can serve them best. We learn what their challenges are and how we can help to relieve some of their stresses and challenges. But it doesn't happen overnight. There are plenty of ways to serve our clients in ways other than translation/interpreting that make us even more valuable in their eyes. If you are struggling to come up with some ideas, my best advice is to listen to your clients. Talk to them. Get to know them better so that you can understand the obstacles they face and the goals they have. Then, figure out how you can help them to overcome those obstacles and reach those goals.
When trying to think of additional ways to provide value, first consider your strengths, both as a professional, and in general.
● Are you a great socializer/connector? Do you know a lot of people and can you connect your clients to others who could help them along in their business/goals? This is valuable.
● Are you an amazing researcher? What can you research or provide that shows even further value to your clients over another translator/interpreter who may not have this superpower? This is valuable.
● Are you a great writer? Can you write for the industry(ies) in which you provide your services so that you can both show your expertise and provide value in another related capacity? This is valuable.
● Are you a wonderful speaker? Could you start speaking at events and conferences that are related to your area(s) of expertise? Not only can you provide knowledge and value to others, but you will soon make even more connections that can open more doors for you! This is valuable.
Notice that none of these suggestions above have anything to do with making a hard sell. That's really not the point here. Providing added value is what allows others to like, know and trust you. From there, people will want to do business with you!
Whatever you do choose to do to provide more value, own it! Don't be shy. Tell people about it. Others will want to help you by connecting you to those they know and who could use your services or gain from the value you are sharing. Here are some ways to spread the word about your added value that will allow you to also shine as an expert translator/interpreter.
● Write a blog post or an article for LinkedIn and send it to your clients' inboxes. Try to do this regularly and watch how much you can engage your target audience.
● Think of what challenges your clients face and try to come up with some clever solutions. Since you know the industries for which you work, something like a guide or tip sheet that could be helpful to your clients in some way is an idea that comes to mind.
● Offer some extras here and there to show that you think more deeply about your clients' projects than just shooting back a translated text. I don't suggest you work for free, but sometimes it's the small and unexpected things we do that people notice the most.
The more you think about the added value you can provide to your clients, the more you will be able to keep their best interests in mind. Your clients will appreciate you even more than they already do. The possibilities here are endless. If you always try to come from a place of serving your clients, the rest will fall into place. You don't have to be salesperson of the year. You just have to think outside the box.