Vol. 53 May, 2005
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To Sell or Not to Sell
A recent article in ClientSide News really grabbed me. “Death of a Localization Salesman” by marketing consultant John Freivalds addresses the role of a salesperson in the translation/localization industry. Its well crafted message echoes a recent internal campaign at McElroy. McElroy’s sales team has focused on defining the sales role in a manner which best serves the client and our own operation.
We seek to learn as much as possible about what business problems our clients need to solve, plus how/where/when and by whom translations will be used. With a focus on listening instead of talking we use what we learn to proactively design optimized workflow strategies and provide solutions.
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Industry Evolution
Defined for decades as a “cottage industry” of loosely networked freelancers the translation and localization industry shows signs of growth and maturity. Times have changed; what are the indicators? Several large multinational corporations target wide ranging translation needs.
Medium sized service providers like McElroy Translation Company appear in mainstream news, and localization issues are more prominently discussed in the media. Although a “Globalization Officer” may not yet typically occupy a seat on the Board, successful companies integrate global awareness and cultural sensitivity into every area of the company. A globalized approach with localized efforts means increased revenue in attractive new markets. The bottom line is what gets executive attention, and translation and localization is starting to get the attention it deserves. Promising milestones indicate a new maturity in the industry:
1. Industry Associations are active and dynamic. McElroy is a member of the Globalization and Localization Association (GALA), an international industry group that was formed in 2002.
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“
Summer time an’ the livin’ is easy, Fish are jumpin’ an’ the cotton is high. Oh, yo’ daddy’s rich, and yo’ ma’ is good-lookin’, So hush, little baby, don’ yo’ cry.
Author: Ira Gershwin and DuBose Heyward
Source: Summertime, a song in the play “Porgy and Bess”
Very hot and still the air was, Very smooth the gliding river, Motionless the sleeping shadows.
Author: Henry Wadsworth Longfellow
Source: Hiawatha (pt. XVIII, l. 54)
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McElroy Profile –
Brady Caneer – Technical Editor
I was born in Dallas and grew up in San Antonio with my father and mother, older sister and grandmother. Both parents worked, and my grandmother took care of my sister and me while they were away and taught us Spanish (which comes in handy here at RMTC).
When I was twenty, I moved to Austin, just a few months after my father died. I went to the University of Texas and completed a liberal arts degree. Then I took a variety of jobs including carpenter’s helper and bartender. While I was living in Austin, my mother became gravely ill, and I moved back to San Antonio for a while to take care of her. I soon moved her to Dallas, where I got help taking care of her from family.
After she died, I got a job as a courier and then as a chef in a four-star restaurant in Dallas. This was one of my favorite jobs as I worked with some very wonderful people and it provided me an opportunity to learn something of real value in my life, which was to prove very useful to me and my friends.
I decided to leave Dallas and go back to Austin after a few years. There I was fortunate enough to meet many very good people, one of whom in particular was a very important influence in my life. In Austin I worked as a furniture maker, which turned out to be also of special importance to me. I decided to return to academic study after a few years and earned a degree in electrical engineering, which was very difficult but very valuable for that reason.
Then I moved to California where I worked as an electrical engineer for a laser manufacturer. Again I was fortunate enough to have made some very good friends of some very talented people, who taught me a lot about dedication. I liked the Bay Area but not the crowded conditions. One night on the Bay Bridge while in a traffic jam I decided that it would be good to go to graduate school.
So I moved to Corvallis, Oregon and studied digital signal processing at Oregon State University. While completing my course work, I decided one summer to go to England, Ireland, Scotland and Wales. The trip proved to be life-saving in that it opened my eyes to the beauty of the world and the wonders of travel. The experience was so profound, in fact, that I kind of “changed gears.” When I returned to graduate school, I began to supplement my engineering courses with classes in English literature since my aesthetic sensibility had been awakened by my trip. By the time I finished my course work for my master’s, I had earned a degree in English.
As an editor here at McElroy, I draw on both these pools of knowledge to perform my daily tasks, which I enjoy very much. This is a very unique opportunity for me to use my understanding as it allows me to develop two sets of skills: technical accuracy and correct language.
So, I moved back to Austin after my Oregon experience and was lucky enough to find this job here at McElroy, where I feel at home and which at the same time helps me make sense of my rather eclectic background.
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McElroy Translation appreciates the business of the following clients and announces the anniversaries of these client relationships:
10 Years
- Amylin Pharmaceuticals
- Amster Rothstein Ebenstein
- Genetech – Regulatory Affairs
- Hoeschst Celanese
- Molecular Devices Corporation
- Raytheon TI Systems
- Santen
- Shook, Hardy & Bacon
5 Years
- CCS Associates
- Cytogen
- Dorr Carson Sloan & Birney, P.C.
- Healthcare Technology
- Nelson Mullins Riley & Scarborough – Columbia, SC
- Parexel
- Texas State Office of the Attorney General
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Ireland
The People
The Irish are interested in people and place great value on the individual. They are naturally courteous, quick-witted and will go out of their way to welcome visitors to their country. Don’t rush the Irish. Although they work very hard, the Irish are dedicated to a less stressful lifestyle that allows time for friends and family, a visit to the pub, a cup of tea, or just a bit of a chat on the corner. Families are closely-knit and very important to the Irish.
Meeting and Greeting
- Shake hands with everyone present–men, women and children–at a business or social gathering. Shake hands again when leaving.
- A firm handshake with eye contact is expected.
Body Language
- The Irish are not very physically demonstrative and are not comfortable with public displays of affection.
- The Irish are uncomfortable with loud, aggressive, and arrogant behavior.
- A “Reverse V for victory” gesture is considered obscene.
Corporate Culture
- Business is best initiated through a well-connected third party. Who you know may be vital to your business success.
- The Irish are not very time conscious and may not be punctual for business and social meetings. They have a relaxed sense of time and may be a little late for meetings. However, a foreigner should be on time for business meetings.
- Business cards are exchanged, but not necessarily immediately upon meeting.
- Irish people tend to be creative and calm in a crisis. They prefer to improvise rather than follow a rigid plan.
- Outwardly the Irish accept authority but inwardly have strong displeasure in accepting it. They also dislike bureaucracy.
- Planning and strategy are short term. Irish tend to be poor in long-range planning.
- Don’t be misled by the easy going and amiable attitudes of the Irish. In negotiations, the Irish are astute and tenacious.
- The golf course is a major venue for conducting business in Ireland.
Dining and Entertainment
- Business entertainment is commonly conducted in restaurants.
- Business dinners are usually considered more of a social occasion and a good way to develop relationships.
- Spouses may or may not be invited to a business dinner.
- The small plate next to a dinner plate is for peelings removed from boiled potatoes.
- It is polite to eat everything served to you in a private home.
- Table manners are the same as in England, only a bit more relaxed.
- Refusing a drink can be perceived as insult in Ireland.
- Always buy your round of drinks.
Dress
- Dress modestly and conservatively. Flashy colors and styles, white pants, nylon running jackets, etc. do not blend into Irish style.
- Tweeds, wools and subdued colors are recommended.
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Green light special
Have you noticed the “Green Light Special” feature on our home page? We are “green” in many contexts. Our corporate branding and identity has long been visually tied to a rich shade of green. We are environmentally sensitive….hence, green. Through providing value to our clients, one of our goals is to create income….yes, green! Now, you can add our “Green Light Special” to the list. We welcomed Cinco de Mayo with a special offer on Spanish translations last month. Until May 27th the “Green Light Special” for a 10% discount on Japanese Chemical Patents will commemorate Asian Pacific American Heritage Month. This promotional pricing cannot be combined with other discounts or contract pricing.
May is Asian Pacific American Heritage Month
Washington, USA (OSU Daily Barometer): In May 1990, the Asian Pacific American Heritage holiday was expanded when President Bush designated May to be Asian Pacific American Heritage Month. May was chosen to commemorate the immigration of the first Japanese to the United States on May 7, 1843, and to mark the anniversary of the completion of the transcontinental railroad on May 10, 1869. The majority of the workers who laid the tracks were Chinese immigrants.
Asian Pacific American Heritage Month is celebrated with community festivals, government-sponsored activities, and educational activities for students. This year’s theme is “Freedom for All—A Nation We Call Our Own.”
For more information, please visit:
www.infoplease.com/
spot/asianintro1.html
Rock and Roll!
Japanese to English translator Allen Hunter notified us recently that he would be taking a leave of absence. He was hired to replace the bass player on the Eels World Tour ( www.eelstheband.com ). With one day’s notice he was flying to Los Angeles to rehearse full-time for two weeks before flying out to start a three month tour in the US, Canada, Asia, Australia, and Europe. The Eels appeared on the Late Late Show with Craig Ferguson and Last Call with Carson Daly prior to departure.
You can learn more about the Eels at www.eelstheband.com. We are sure that with Allen they are even better than they were before.
CSN EXPO Report Card
This year’s Expo and Awards Ceremony were held in New Orleans. General Manager Shelly Orr Priebe published this “Report card” for the GALA May newsletter;
I am a fan of the CSN Expo for numerous reasons.
1) It brings together clients and service providers in a congenial setting where the emphasis is less on promoting and more on communicating. The content of the sessions is substantive and relevant.
2) From my vendor’s perspective, there are still solid opportunities for memorable marketing and branding. TOIN Corporation is known for sushi in its booth after hours. McElroy Translation hosted a ghost tour, and BG Communications had the marvelous idea of sponsoring a hangover networking session complete with Bloody Marys and mimosas Friday morning.
3) CSN specifically selects destinations with flair and venues that feel extraordinary at an ordinary price.
4) The awards component of the Expo is unique and meaningful in an industry that struggles for the recognition that it deserves. The Awards Program helps localization professionals gain notice within their organizations, and it helps vendors garner attention for the industry.
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To Sell or Not to Sell
(continued)
I was cruising through the article when an anecdote took me on an unexpected excursion down memory lane. To vividly make his point Freivalds shares a personal real life sales disaster. He tells of a high stakes presentation that he participated in a decade ago. The company he represented at the time was competing in a “winner takes all” contract consolidation with another incumbent. His company’s high dollar, slick, but ill-planned pitch was “all about us.” John continues, “Our competition sent one guy, a ‘good ol’ boy’ from Texas, who ambled in after us with his hands tucked in his pockets. He asked ‘How can we do a better job?’… Our competition won the account.”
That Texan was my mentor Bruce Farmer who lead McElroy as General Manager from 1981 until his death in 1999. I was humbled. I’ve been busy applying some of the “new,” brilliant ideas I picked up at the CSN Expo last month. John Freivald’s insightful article reminded me that a long time ago I learned from someone who truly “got it.” The trick is not to forget.
John Freivalds runs IFA Marketing, an international marketing communications firm. http://www.jfamarketing.com/
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Would you like to know what other clients think of McElroy’s services?
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Industry Evolution
(continued)
This membership testimonial by McElroy General Manager Shelly Orr Priebe resides on the GALA website:
GALA is a vibrant group of language solution vendors who share experiences, pool knowledge, and benefit from collective research and action. Although the group is in its relative infancy, its membership demographic already demonstrates an impressive range of company profiles and geographies. Discussion of industry issues is lively and, more importantly, action results. For example, while there is a trend in our industry toward Globalization Management Systems (GMS), these systems are beyond what many agencies can afford. GALA soon plans to beta a portal which will offer a centralized file conversion service, a reporting service, a file management service, a report feature, centralized translation memory, and possibly a machine translation function. GALA is negotiating this configuration as a “pay as you go” model for members who choose to participate. Also, GALA has been a strong forum for me to learn about which Single Language Vendors are well suited to cooperation with McElroy Translation. A growing membership will increase the spending power and voice of GALA; I look forward to the contributions of new members.
2. Companies that provide research and analysis dedicated specifically to the translation and localizatoin industry are thriving. Common Sense Advisory www.commonsenseadvisory.com is committed to improving the quality of international business and ByteLevel Research www.bytelevel.com is dedicated to the art and science of web globalization.
3. ClientSide News (CSN) is an emerging part of the industry landscape. CSN hosts an annual Expo and awards ceremony. In its May Newsletter GALA published Shelly Priebe’s “report card” on this year’s Expo. An adapted version appears in this E-Buzz edition. See “CSN EXPO Report Card.”
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Even long-time clients can be surprised at the extent of the services McElroy provides. Clients benefit from being able to manage all their translation and localization needs efficiently through one vendor.
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Ireland
Dress
- A raincoat is needed year around.
- For business meetings, men should wear suits or sportcoats and ties; women should wear suits or dresses and blazers (women wear pants less often than in America).
Gifts
- Gift giving and receiving is unusual in a business setting. Small gifts may be exchanged, but are not expected, at the successful conclusion of negotiations.
- When invited to someone’s home, always bring a small gift for the hostess. Give flowers (lilies are for religious occasions only; red and white flowers symbolize death), chocolates, a bottle of wine or continental cheeses.
- Do not give expensive or ostentatious gifts.
Helpful Hints
- The Irish respect reserved behavior. Initial meetings should be low key.
- Assume that children will be included in family entertaining.
- Send a thank-you note after receiving a gift or being a dinner guest.
- Always be sincere. The Irish dislike pretentious behavior.
- Remember the Irish want to do things their way. You will not succeed if you insist on doing it “your way.”
Especially for Women
- A foreign woman will be accepted easily in the Irish business community.
- The ‘Old Boys Club’ still exists. Whom you know is vital to getting the job done.
- It is considered more proper for a woman to order a glass of beer or stout rather than a pint.
- It is acceptable, but may be misconstrued for a foreign woman to invite an Irishman to dinner. It is best to stick with lunch.
- If a woman would like to pay for a meal, she should state so at the outset.
-- Excerpted from the “Put Your Best Foot Forward” series by Mary Murray Bosrock. These publications are available for the U.S., Asia, Mexico/Canada, Russia, Europe and South America.
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Not visiting Ireland? Find the profiled country you need in an archived issue
of Ebuzz.
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CSN EXPO Report Card
(continued)
My single suggestion for improvement would be to develop the event. Organizers envision an annual Expo that is small enough for real interaction to take place, where the attendees feel bonded as a group. I believe that certain sessions were just too good not to be better attended. CSN has marketed effectively to those clients whose organizations rank highest in localization sophistication. Sessions could benefit from a wider range of attendees. Localization professionals from organizations that still struggle to gain executive support could benefit from and contribute to the sessions.
Drilling down on specific session content could fill this newsletter and several future editions. Worthy of highlighted mention was the parallel theme that emerged from two sessions. The first entitled “Supply Management 2005 – Keeping Pace with the Momentum of the Localization Vendor Base” was led by Fiona Agnew and Dana Barras of Ariba. When these two industry leaders talk, people listen; Fiona was the industry’s “Localization Professional of the Year” in 2004, and Dana was nominated for the same in 2005. Directed toward corporate translation buyers, their directive was to spend time understanding the specific business problem so that the process of vendor evaluation was clearly defined as seeking a solution to a specific set of needs. Asserting that the most successful vendor strategies are relation based, not transaction based, Fiona and Dana reviewed the different types of vendors (Big 3, New breed MLV, SLV) in the context of how scalability of service should be a factor in vendor selection in service of a defined need. Bottom line–don’t overbuy or underbuy.
The next day a lively panel discussion “Big vs. Small Vendors, the Debate Rages On!” was moderated by Renato Beninatto of Common Sense Advisory. As winners in their size categories for 2005, Iverson, McElroy, and Lionbridge comprised the panel representing, respectively, small/medium/large enterprise. Interestingly, the main point of this roundtable was nearly identical to the main point of the session given by Dana and Fiona–it just arrived at the conclusion from a different direction. Vendors, too, recognize that there is a “fit” with clients depending on size, complexity, and demand for auxiliary services. All parties are best served by business problem analysis and strategic best fit.
What roundtable is successful without some dissent and fireworks? The “Big vs. Small” debate panel got interesting when a client posed an excellent question. “Do larger agencies have better and more secure access to translators?” A quick “yes” from Lionbridge drew upon the assertion that a large enterprise could uniquely keep translators busy. Representing McElroy I absolutely disagreed as did Steve Iverson. McElroy keeps core translators busy, and our core is a very dedicated group. In many cases we are their primary income source, and we are vested in the relationship. Audience participants further added that small and medium enterprise could be better equipped to “keep translators busy” with a steady stream of ongoing smaller projects.
When a room of professionals circle up and fully engage in the topic at hand, I know that CSN is accomplishing their goal–each attendee benefits.
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