Are you still thinking of lunches and coffees (or maybe something stronger) to clinch that sale with your new direct client? Think no more.
According to Roy Tell from Applied Languages, your website and the technology it uses will now take place of the preliminary chitchat and the martini, because business people do not have the time to engage in business lunches. I don't concur, but I live in Australia, and we are mad about lunches (we don't have martinis). However, lots of what Roy says is true:
1. Globalization: “Information will find you [and] will connect everyone in business, customers—everywhere, and all the time…Entirely new business models, supply chains, customer care networks, markets and industries will be born from this always-on global connectivity. —Get ready now for this shift.” Institute for Global Futures, Global Trends Report 2009
2. Translation technology is changing the localization industry: “Google leaps language barrier with translator phone and [Google] has already created an automatic system for translating text on computers, which is being honed by scanning millions of multi-lingual websites and documents.” (Times Online-UK, February 7, 2010)
3. Traditional sales techniques no longer work: “Consumers frequently consult search engines and websites before heading for the store. This trend will accelerate.” Why Traditional Sales Techniques No Longer Work Well, Marketing Turnkey Systems, August 18, 2009
Which means, in short, that if you don't have a website that is localised, informative and easy to use, you are lagging behind in marketing. More importantly, you may never get the chance to actually talk to the client if they are not "turned-on" by your website.
So Roy is predicting a "translation Apocalypse" end of this year (I want to see that), because "from how we can now access information, to how we evaluate what we read, technology is facilitating the translation of this information and helping us reach that Tower of Babel stage where we once again all speak one “virtual” language. The entire Translation Industry is going to see dramatic changes, and only the companies that are prepared to integrate technology are the ones who will survive (...) Selling in this changing landscape, whether it is translations or anything else, will require a fundamental paradigm shift. Traditional sales approaches will be thrown out, old methodologies scrapped, and a Gestalt-type sales approach is embraced."
For all your English to Arabic and vice versa translations that will help you expand your business into the Middle East visit Arabic Language Experts at www.arabic.com.au .