As a Freelancer, I Want to Step It up a Bit and Improve My Agency Base. What do I do? (Pt 2 — 11 Pointers & 3-Step Action Plan)

Without much further ado — we did a lot of that in Pt 1 — these are two quotes I'd like you to keep in mind before we cut to the meat. Both are allegedly from Bill Gates and both lack a reliable source for that attribution. ;)

If you're born poor, it's not your mistake. But if you die poor, it is your mistake.

I choose a lazy person to do a hard job, Because a lazy person will find an easy way to do it.

In short, we want to look at our problem from the practical perspective of finding a no-nonsense way of making your life a little easier, with (almost) no mumbo-jumbo. Jokingly we could say laziness should be your guide. Not in the sense of actually being lazy but in the sense of going for simple solutions that actually work and make a difference instead of trying to prove theoretical concepts.

Laziness in this sense means you want to avoid having to do the same thing twice (kind of like I wanted this blog to help me avoid wording the same advice for different people time after time again), you want to create some capital that will keep working for you when you're doing something else. You want to invest and profit — the investment is the money and time you spend on getting some professional basics right, at least the bare minimum, and the profit is more jobs and better rates as a result.

And you want to keep it simple. For a freelancer this largely means focusing on your passive marketing and maxing it out — not instead of doing anything else, but before you do anything else, as a matter of having your priorities in good order.


So:

1. You're in a better negotiating position when the agency approaches you than when you approach them. Again, this is where your passive marketing shines, as it both attracts them, which will get you their initial tentative interest, and, if you play it right, does much of the job of actually persuading them, so there's little left to be done when they get in touch with you. And if you play it right, you can invert the roles, so it's them wanting to work specifically with you rather than you having to explain and prove to them how you're a good fit for whatever client job they have and you don't. To get in this sweet spot you need: visibility, presence, projecting competence, confidence, moderate approachability/availability/attainability (not too eager, but not elusive to the point of not promising a good return on their invested time, effort and hope — psychology matters here).
2. You have to be professional — be, act and look the part. This means acting and looking more professional than the average translator and in fact 90% of our casual and self-conscious lot. Not too laid back, too personal. Calm, collected, competent, confident. Not speaking out of turn, not afraid of silence or pause in conversation. Not jovial or airheaded. You don't have to and in fact shouldn't be dull, stern, pedantic or anything of the sort. Learn to see the difference if you don't already. There's gotta be a bit of healthy distance that inspires healthy respect, and getting too personable, as is the current trade in the freelance world, will that distance and will kill that respect. You need a bit of that ivory tower while still remaining moderately approachable — i.e. within achievable but not too easy reach (your road plan en bref) — and keeping them looking forward to the opportunity. Confident and slightly aloof professional professionals inspire this. Personal and personable hey look at me, hire me! choose me! choose me! I want to serve you! I live to please you! it would be the height of my day to take an order from you freelancers don't inspire it at all. In fact, they are like one of 20 desperate folks approaching a moderately attractive stranger and tripping over their feet bending over backwards and getting swatted like flies.
3. Again, just like in dating, no desperation, no clinginess, etc., and for the same reasons. Plaintive behaviours and overeagerness are a low-value signal (LVS), meaning that you are in effect telling them your value is comparatively lower than theirs, and their market value (MV) is higher. Instead, you want to project high value, but without overdoing it.
4. And the reason why you don't want to overdue HVS is because you don't want to have an attainability problem — like we said before, you must be within reach, not too distant to realistically work with. You must be reasonably responsive, just not tripping on your own feet running to the phone. But neither can you inspire so much respect and so much distance that people will… keep their respectful distance from you — and be afraid to disturb you at all, negotiate with you, ask about a potential rather than confirmed job, or project your rates as probably not being within their range (when you in fact don't charge as much as they imagine). 
5. Part of passive lure is samples. Overload your website with various samples of your best and most interesting work; almost. Make it just a little less than too much. Note that this doesn't mean your most complicated or most difficult work; this content has to be able to engage and resound with the reader, including those PMs who are relatively lay or green folks in translation. Those PMs (and their bosses, secretaries, HR people and sometimes clients) still have to be able to understand the text and see what you did there and why and what that is good — good for them. So make sure the samples are simple enough, simple but brilliant, and interesting; exciting even. This is part of your broader story; you're essentially doing storytelling marketing here, just like you do with your bio…
6. … which, of course, (i.e. the bio) must be interesting, engaging, sending the right message, and getting the right exposure. It will probably attract like 60% of all of your website traffic, so give it some love. Have it professionally written or get some professional assistance, to the extent it wouldn't be dishonest advertising by misrepresentation of your own writing skill.
7. Professional image relies much on… images! Get a professional executive shot done; the kind that costs quite a bit and is on par with the photos used by top management in your clients' organizations, as well as top authors and experts in the relevant field. Or even better than most of them have, but without clearly being overdone, as you don't want to cast the impression of trying just a bit too hard. The mood had better be more serious than sported by most translators, but without getting too uptight (unless you're in legal, medical or financial translation). For concept and background pictures, you want to spend some money on professional, high-resolution photos that don't look like clipart and aren't used on thousands of other websites. Even if you have to pay like five dollars, most people won't, so you're going to be unique. And that's your goal.
8. Follow through with non-plaintive, confident presentation of your credentials as highlights — with no begging for validation! Translators constantly beg their prospects to validate them. You don't want to do that. Instead, you have to validate your prospects. You have to validate them in having chosen you or being about to choose you or having shortlisted you or simply having decided to give you five minutes of their reading time. Don't overpromise — it's better to underpromise and overdeliver than the other way round — but be confident.
9. So credentials, samples, good story. To give you more detail, this means a good landing page that conveys the most important essence of your message — the best of your value proposal — in less than 10 seconds. But also expand on the story for those who do actually want to read, in way that is friendly to the reader, which generally means that the text should be broken up into smaller portions unfolding gradually in order to avoid the 'wall of text' effect but instead suck visitors in gradually as they click to unfold more information.
10. Don't be told — by defeatists with self-esteem issues, a lot of whom give marketing advice to others — that prospective clients aren't interested in reading about you because you're allegedly so far beneath their attention! That's clearly low-self-esteem thinking (which screams personal issues), and it's markedly different from what the clients actually think. Except perhaps for a certain margin of entitled, toxic clients that you want to avoid if you can help it. Normal people want to read up a bit on people they work with an trust their projects to
11.  We've already mentioned professional photos, but of course you want a professional website and professional CVs and brochures.  Professional Wordpress themes cost far under $100 apiece and are often easily configurable by a layperson with plenty of help from attached instruction materials, or you can pay a webdesigner several hundred to about a thousand to configure and customize the template for you (or several thousand for the best designers or more complicated jobs). 

Recap:

The goal is to:

(1) reduce, as far as possible, the work you still have to do when approaching them or being approached by them, because there's always going to be some such work to do; and

(2) make them approach you rather than you them, which reduces the amount of work you have to do in order to:
(1º) close the transaction at all; and
(2º) on as good terms for you as possible. 

Either way, this means raising your passive attractiveness to a point where it compels them to action, and this is the opposite of you being compelled to action, which typically results in worse pay and worse other terms than the maxium you could get with your qualifications and your other circumstances.

Implementing these steps will make your life easier and better — this much I can definitely promise you. But you need to make the effort and actually get around to doing all this.

For example here's a simple implementation plan:

1. Get a professional executive photo & bio. And by professional I mean someone who specializes in high-profile portrait pics, not just any photo service.
2. Iron out your CV, portfolio and (less importantly) other materials such as brochures.
3. Get your website professionally done. Don't waste your time trying to DIY it instead of doing paid work for your clients and then paying a real designer to do it better than you could. Same as with photos really.

Don't be discouraged by the hundreds you need to spend so you can profit in thousands or tens of thousands. From my experience some people just won't make the initial up-front expense it takes to cover crucial parts of your professional image professsionally, and that is exactly what holds them back, by preventing them from being able to charge professional rates — which their semi-professional image can't support. Ironically, that's also similar to how clients end up having their sales materials machine-translated or translated by semi-professionals on the cheap side, with the obvious results that we often talk about in translator groups. By insisting on using selfies, beach photos and clumsy websites, and copy that sounds like a child asking a parent for a new toy, we make just the same mistakes. So let's not.

If you take this advice to heart — and, more importantly, act on it and do some work — I once again promise you're going to see some serious results. Also you can't get the results without the work. But if you don't do the work, you'll be in the same old place without being able to move forward. Once again, we aren't talking about any ground-breaking changes here, with overly ambitious goals. We're talking about professional essentials to not even help you get closer to fully realizing your potential but actually to help you stop bottlenecking yourself with inaction, passivity and defeatism.

… So for starters just go and have a nice picture taken of yourself. The results might give you the impulse and the energy to start working on your CV, brochures and other materials. Do at least this. If you see some improvement, spend some of the new income on a new website to amplify the effect and take a bigger step forward. Your bank account will thank you.

But if what you want to tell me is something along the lines of: 'Meh. Too much work. Too uncertain. Don't want to waste my money or time. Are you sure this will work?,' then I honestly don't quite care. Those are the thinking patterns of people who are in a rut and don't want out of it because being in a rut carries some sort of psychological reward for them, e.g. wallowing in self-pity and acting like a victim of fate. Shake that off. I'm not telling you to found a new Microsoft in a garage; I'm only telling you to get a professional photo, a professional CV and a professional website preferably. I'm not asking too much.

The final question — how this applies to your work with agencies?

The post honestly came out far less agency-specific than I expected, perhaps largely because my Facebook advice (from which this post eventually emerged) was more general than the question asked. But while this doesn't seem agency specific on the outside, inside it is. How?

For starters, agencies need translators. They are in a position to assess your qualifications on the basis of your credentials, the rest of your CV, and your samples, at least much more so than the typical end client. They are also repeat purchasers, and more concerned with whatever they're getting from you — which mostly means punctual deliveries and no quality issues to disrupt the flow, better still if you can impress their clients, hence keep those clients and win more by word of mouth and glowing testimonials — than with what sort of client service they're getting from you. Plus, you don't take such a big risk of losing them as a client if you aren't always available. In short, the marketing is so much easier than with direct end clients.

Getting your professional basics covered and continually improving, setting the bar higher and upping your game, gives you access to better-paying agencies and gives whatever agencies want to work with you more incentive to pay more for your work than if you had a barebones semi-professional image. The difference could be, let's say, 20% or 30% of your income, perhaps more. So what's that compared to some time or a couple hundred dollars/pounds/euros?

What you may not see so easily is that you need to keep upping your game to make any falls softer when you trip further down the road. Essentially, it's easier to win more ground than defend what you already have from shrinking. The same goes for your client base and income level. So keep growing, expanding, developing, improving etc., and that will make sure you still have plenty enough even in your worse weeks or months or years, even if you lose an important client or a couple of clients in one go, or if you stop being able to work full time, or some other misfortune happens.

… And the more agencies you have on the top end of 'nice to work with', the more leeway you have to avoid working with agencies on the bottom of the scale. For each new nice agency you land, there's a bad agency you can drop. And if you suddenly end up with a surplus of well-paying work… boy, we all wish we had such problems to worry about. (You'll just raise your rates, especially for the lowest payers, to reduce demand to a more manageable level. So nothing to be scared about.)

Pretty much the same will in fact apply to direct end clients, except getting them will be more complicated, as you'll need to go after them more proactively or at least be where they are and sometimes convince them that they need your services, which is far more work and which is less the case with agencies. Agencies, once again, are always there, usually on the lookout for translators and well aware that they need dependable, punctual, conscientious translators that are hopefully also on the higher end of the skill spectrum (and helping you show that was the goal of this post all along).

The Power of the Next Time

In what could be one of my last posts on this blog, I'd like to talk about something that's very simple and very underappreciated — the positive aspect of the

next time

We tend to associate the 'next time' with empty promises that are cheap currency to exchange for tangible financial concessions on our part. But, the 'next time' can be used as a positive tool just as well.

Few of us freelancers, solos and small entrepreneurs aren't wary about flat out denying our clients. We know the implications. Denying does not necessarily result in client loss, but it's hardly good for the relationship. And at some point we do flat out deny anyway.

So here's suggestion: When you receive an offer you feel you have to accept but you're also conflicted because you should reject it on principle, instead of flat out rejecting or flat out accepting or allowing the situation to degenerate into a haggling or whining session — use the 'next time' way out.

Specifying some conditions for the 'next time' allows you to avoid refusing your client but also allows you to avoid sacrificing your own position or principles. It also shows your client you're someone who is reasonable but at the same time to be taken seriously.

Incidentally, just throw some old-fashioned hard work with good results in the mix, and it probably won't be exaggerating to say the image of the quintessential professional pretty much paints itself. On a basic level, one doesn't need much more.

When the next time comes, however, do be consistent. There is no more next time, because the next time is now. You can still show yourself as a reasonable person capable of compromise, but some things need to change, and that change needs to take things closer to where they should be.

So don't worry, meeting your client halfway is not a defeat. It just shows you're civilized, considerate and patient and have a hard time completely prioritizing your own interests over someone else's. That's the stuff of which good relationships are made. But, continue to expect and demand things to continue to move forward in the right direction.

Don't worry if you meet with resistance. Some people will test you to avoid being the sucker who pays the first quoted price that nobody else's is paying. They'll need some assurance that's not what is happening. And that may take some arguing about your initial quotes, first proposals, etc.


If the client says there's no room to move — 'as much as we'd like to, we just can't' — try to look for a compromise solution, a give-and-take. Better conditions for the client, better conditions for you. Reciprocity. Equivalence. Balance. You may want to read my post about non-financial terms.

If the client gives you a flat no, take it or leave it, you may want to be more proactive in considering that perhaps you should in fact leave it. Which may in fact be another test.

We May All Need Fancy Marketing Soon, a.k.a. Distinguish or Perish (in the Battle of Quotes)

They say 'diversify or die'. Today I want to say 'distinguish or perish'.


Clients, even consumers, already mail 20 providers in BCC, asking for a quote, then pick the cheapest or the best blend, according to them. Which is usually very different from what a choice based on professionally relevant criteria would be.

The cheapest is something you can't help, unless you want that to be you. And you don't, because someone's always going to work for exposure or experience if it comes to it. Or for fun. You can't possibly be the cheapest unless you pay them.

But you can help the best blend. The blend is a sweet spot. The sweet spot where supply best meets demand, or so the client thinks. The best fit.

By saying more about yourself, accurately and in an encouraging way if you can help it, you can't convince mass askers. Not often at least. But you can persuade people away from masking. Or you can convince them before they mass ask.

You can make them think that you're the only option, or the best, or just good enough so there's no need to look further.

My personal take is that the less ambitious, more modest target of 'just good enough so there's no need to look further' is a good, solid base to cover before you fiddle with the fancy stuff. First the basics, then the extras — if at all.

We may all need this if the trend for getting multiple quotes, even on small jobs and even by consumers, continues to rise.

That, and, of course, we need to stop gambling our precious time with the 20 other people in the BCC field. Doesn't mean we should give them exactly zero time, though. Nope. There is a war to wage, so there are battles to fight.

It is good to have a canned response in which you state just what your rates would be for the same job in normal circumstances, while refusing to enter the battle of quotes. This is the least you can do to help unteach them the bad thinking habits, such as that they can get a special (i.e. reduced) offer for just asking and for just being them. Y'know, everybody is special, but so is everybody else. And his dog.

Still, show them you considered their inquiry/requirement/need individually, but the size of your fee is based on standard applicable rates.

Else, if they keep only getting responses from people who are prepared to play their game, they'll end up with a distorted view of the market, thinking everybody else is unavailable or uninterested and those who do respond represent the industry opinion as a whole. Which is not the case (or so I hope).

Dear Client,

Thank you for your interest. It is my policy not to participate in competitive quotes. This e-mail is emphatically not a bid.

For reference, my standard applicable fee for your particular request (as specified in your mail) would be XXX.

Always feel free to contact me for a specific quotation or booking. Please, however, keep in mind my policy not to participate in competitive bidding.

Sincerely,

Provider

Just an example.

If you feel like it, you can consider adding something to the tune of:

Please be aware that due to the low statistical probability of having the project assigned to me out of all of the providers asked for this quotation I am prevented from being able to spend as much time preparing a more tailored quote as is normally the standard of care I give to my clients.

And yes, not a single comma. Be confident. Transmission, not dialogue. And certainly no arguing or pleading. Just remember to turn it into generally acceptable passive-aggressive corpobabble without showing a genuine human side.

Reading Copious Briefs and Reference Materials Shouldn't Be Free of Charge!

Everybody outsources things these days. Even quite internal things. Outsourcing is good because it frees you of all the hassle of the special treatment employees get. And allows you to pay people when you actually need them, not for the entire time of just being there.

On the other hand, more and more clients yearn for the special treatment an employer traditionally gets. They want someone to get to know them, in fact quite intimately (in business terms), to become dedicated to them, to give them one's all, and so and so forth. And sometimes they want all those benefits right off the box, where they take months or years to achieve with employees or some other variety of in-house staff. And they certainly want customized, tailored services.

… But they also want to keep paying only for what's billable or tangible, or just the standard price of a standard service.

Clients sometimes need to be reminded — gently if possible — that outsourcing is for not paying people when you are not in fact using them. It's not some magic of the invisible hand of the market for getting a month's worth of attention for a week's worth of pay and save a ton on costs while reaping all the benefits.

Here's an analogy that also works for services that have rarely been done in-house and thus needed to be outsources but have traditionally been purchased from the market:


If you're buying a single loaf of bread at the standard two or three bucks per, you don't get to mail the bakery a 20-page PDF detailing your absolutely essential, holy inviolable specs. You could get more luck with a custom order, especially  But even a custom order than normally takes them a day will get them to spend a week studying your PDFs. No chance. Nobody's going to eat that cost for you.

High time our clients appreciated this basic fact of life. High time we did.

100% Quote Acceptance Is Bad

Having your quote accepted or chosen all the time can be a source of pride, but that's misguided.

It does not necessarily mean literally everybody and his dog agrees you're the best.

If you think they believe're the best bang for the buck, that's closer to it, but not yet there.

Unless your quote is outside their spending limit, the decision comes down to two things:

• how much value they get for what they pay
• the alternatives (BATNA) and the cost (or bother) of pursuing them

All of these factors are subjective. They depend on personal tastes, needs and circumstances.

If everybody always agrees you're the best choice regardless of the entire range of subjective differences, this means your pricing is 'objectively'[1] a bargain by a large margin. So large it always outweighs all other factors in the judgement, no matter who's judging.

Next, if nobody ever complains about not being able to afford you, it not only means everybody can afford you easily (which is not bad per se, if that's your mission), it also means nobody will even try pretending otherwise.

… Which means, most likely, you're charging way below your league.

If nobody can ever undercut you, most likely you're the one doing the undercutting. Ooops!

Perhaps you just forgot to give yourself a raise. For ten years or so.

---

[1] Intersubjectively, but let's not go there.

Don't Flat Out Refuse to Negotiate

Flat-our refusals are usually bad for business. The fastest and most assured way to gain nothing at the negotiation table is to leave it, or leave early. Then, the deal is lost and with it quite possibly the entire relationship of the parties, because the goodwill is depleted, and from a dry spring no water will flow. And both your crops need the water to grow.

This is why people often grant concessions just so the other side could save face and both could save the relationship. Naturally, this is often abused (by those who game the 'system'), but the point still stands: flat-our refusing is generally bad for you.

As much as we may all be tempted, there are better ways of responding (however less epic) than:

Dear Client,

No.

Sincerely,

Provider

… without actually having to give them what they ask.

The short version is don't give it to them but still suffer through the process. The long version will take a bunch of paragraphs, so how about you go grab a coffee? This post isn't going anywhere and will still be here when you come back.

***

For starters, don't be extra stingy with your time. If they need five minutes or one or two additional e-mails to decompress, give them that. There's no need for you to put on a hard face and give them a hard time, either — not getting their way is already hard enough.

More importantly, it's always possible that the fine folks you negotiate with have enough authority or sway (you know the saying about the head and the neck) to see the deal followed through but still have to comply with certain policies and procedures without bending them more than they perhaps already are. Show them some understanding, and you'll have a friend — and chances are a mutually beneficial agreement every now and then.

Let's say they are required — thanks to the inifinite and indisputable wisdom of some policy-maker up there who has five doctorates but can't tie his shoes —  to never accept the first offer but always negotiate, notably because many people will in fact give in at least an inch, so in the grand picture this will work for them, at least from the balance-sheet perspective (though perhaps failing to see the potential negative impact of aggressive panhandling on the company's goodwill in the long run).

So, if failure to negotiate a lower fee is the one thing they need in order to pay your fees and be done with the circus, then why not give them just that? And sit through the ordeal. It won't kill you, it'll make you stronger.

Just keep declining politely, expressing some compassion with their position and citing the existence, if not the details, of some objective factors influencing your decision or forcing your hand. Even if that's something like:

My fees are already on the lowest level I could realistically accept after lengthy negotiations. So, in essence, you're getting the whole benefit up front to save you and me some time. Unfortunately, this misses all the adrenaline.

(Here, you rationalize how you can't go any lower, and you let them know that they are already getting the best possible outcome, hinting they shouldn't feel less satisfaction with it just because they didn't have to fight you for it. Mentioning that you respect their time is a gentle nod to tip the scales and make the refusal effectively not a refusal but an explanation hinting that perhaps they're getting more than they were asking for. In the end, the tension is resolved with comic relief.)

Depending on the situation you could add something to the effect of: 'and to treat all my clients equally and fairly whether or not they decide to negotiate,' but I'd be careful with that because a lot of companies want preferential treatment and favoured status (even MFN) regardless of not having done and not intending to do anything to deserve it. We do live in uniquely narcissistic times. For others, however, notions of equality and fairness will be of top importance.

And try to dissociate the poor souls from the policies and superiors that make them do things they wouldn't normally think about. In some cases it's a good idea to let the little people know you aren't blaming them for the big people's screw-ups. And even if the little people do screw up, show them some patience; we're all human after all. Especially in the little-people league that the bulk of us play in anyway.

***

Exception: Time wasters abound. It's good to learn to spot them, and most people eventually will, though it may take years. Even so, you generally don't lost that much time by simply reiterating your proposal and using more than two or three abrupt words to say that you won't be going any lower. Just don't get involved in a lengthy discussion rehashing and rebuffing the same old arguments, don't leave too many openings, and so on. Don't be chatty, but don't leave the table just yet. Just keep your time investment and especially your hopes down to the absolute minimum you won't regret spending even if nothing comes out of it — which is the almost certain outcome when your initial positions are too far apart.

Still, avoid unnecessarily alienating your contact. Even when the boss's budget ideas are patently unrealistic, the secretary or assistant will sooner or later end up working for someone who is more reasonable or fill the same position when the old incumbent goes up or out. Practical experience teaches that does indeed happen, and people remember their past contacts.

Mercy to the Wolf Is Cruelty to the Lamb

Woah, what an attention-grabbing title. So what do I mean by 'mercy', and who is the wolf and who is the lamb?

I'll give you a straight answer, right away: mercy is cheaper (a.k.a. 'better') rates or other special concessions, the lambs are people who really need help, and the wolves are people who don't.

Now on to the titular claim. Your resources are limited. If you spend them, you won't have them. So it would be wise to keep tabs on who you spend them on.

Thus we've just covered the basic thought of this post, but if your time resources are not too limited today, how about you stay with me a while longer and we'll give it more thought? A lengthy post is coming, let me warn you.

So:

No matter what you do, you can't work more than a dozen-odd hours a day, every day, or you'll die. This is a fact of life. Your time is limited, unless you can clone yourself. You can't afford to stop working for money and go wholly pro bono, unless you've got heaps of savings or a hefty passive income. Or a generous rich spouse. Chances are 99 to one that you have none of it.

… Hence, just like almost everybody else, you have to work for a living, and work hard indeed, restricting your ability to help others free of charge. Simply put, your pro-bono resources are limited. Make sure they go to whose who really need them, not just those who want them.

And here's the obvious truth: the needy people need them; the cool people, or the loud people, or the pushy people, in most cases don't. So it's them or them that you can help; the needy or the stingy (or pushy). You choose.

Yes, there are situations in which it's appropriate to waive your fees for someone who makes more than you do. I've done that too. But those are typically noble causes — such as assisting the victim of a vicious attack or insidious smear campaign — not the causes of rich cheapskates who just can't or won't man up and pay normal rates just like everybody else, so they start inventing excuses and buttering you up or threatening you, whatever works, stick-and-carrot style, just to avoid parting with money they don't absolutely have to part with but by all rights should part with, just like everybody else who gets a service or product.

I'll give you a real-life illustration. Some people — and perhaps it has happened even to you, so don't get offended, just ponder — will haggle with the poor people selling eggs or flowers or whatever on the pavements of big cities but then proceed to leave a lavish tip in the luxurious restaurant or at least trendy bar they go to. Or they'll decide they have no money to spare on that kid who needs a transplant or the old lady who can't pay for her medicines, but they still, somehow, have enough to buy everybody a round at the local pub, full of able-bodied people with jobs and incomes.

It's the same in translation, law practice, design work or whatever else it is you do. If you feel the need to work pro bono — and of course you should — or, shall we say, semi pro bono, as in 50% off on compassionate grounds, then pick your recipients wisely

I suppose it's probably better to be generous with at least someone than no one, so showing some compassion to your B2B clients is not a bad thing. In fact it's a good thing. But are they really the best target? And among them, not the ones with noble causes and friendly policies and strong sense of social responsibility but simply the ones who'll harangue or cajole you about rebates they don't need?

If you keep pleasing them or caving in to them, you won't have the resources to help those who really need it.

Here, allow me to reiterate and emphasize that I don't mean denying your help when they need it. By which I mean objectively need it and need it more than your other paying clients or prospective pro-bono clients. And allow me to reiterate and emphasize that the decision is yours to make.

… What I want to say is that it should be a decision, not an excuse for just giving in when they ask.

And for the record, granting them the discount on condition that they will donate the difference to a charity is always an option. It's better than just giving them the discount anyway.

Oh, and don't think they'll appreciate you for the caring and giving and helpful soul that you are when you cave in to their sweet words, nope. It doesn't work like that in real life. They're trained to do that, and the objective is to save money for their company by reducing the spend, not to establish good interpersonal relations based on reciprocity (although you'll inevitably meet some exceptions). And for the umpteenth time, if they're much richer than you, then they don't need you to charge in on a white horse and save them from their financial predicaments, nope.

… But enough's been written today, so — lest I start writing in circles — let's just stop here. Hope I've managed to give you some useful perspective, and naturally better still if we were in agreement right from the start.

Don't Immediately Concede a Discount Just Because the Client Complains (and Seems to Expect One)

Sorry for the lousy title, but I need to focus on the contents.

In better times this is perhaps a rare oddity, if not unheard of, but these days whimsical and borderline incompetent checking and correcting of translations by clients and agencies is something we keep hearing about all the time. I've come to the conclusion it can't be just the coincidental subjective experience of a couple of people, there must be more of it, as in a trend, hence this post.

This is going to be a controversial statement, but in my opinion there is a general decline in competence, morality and manner (as in class act) worldwide, so no wonder professional ethics and courtesy also are slackening and people don't seen an ethical problem in biased adversarial examination of and complaints about goods and services they procure, in the hope of saving some money.

In our so-called translation industry (how I hate the term!), this is compounded by how agencies end up with cheap proofreaders due to all their cost-cutting, which means that senior external translators end up having their work checked and graded by junior inhouse staff. The same happens in corporations when, out of the same desire to cut costs, someone decides to DYI it. If not the translation, then the checking.

In either case it may be compounded by how the choice of expression is largely subjective, as are outlooks on equivalence, as are skill levels and judgements thereof. Egos are involved. Face-saving is involved, sometimes real cover-ups and damage control after someone botches the job, the project, notably by already having procedured translation on the cheap before, which not only backfired but also drained the budget.

Or, like in the old Indian tale of two wolves, there's not only good and evil in every single one of us but also intelligence and stupidity, controlled behaviour and freaking out, class act and poor manner. The one wolf that wins is the one we feed. Our clients and their staff, and brokers, also have wolves to feed and make their choices. Translation procurement tends to be inexplicably conducive to making just the wrong, stupid choices. And let's not forget about people who just don't know how bad they are, or at least not as highly qualified as they think, especially for work they haven't studied and trained for, or at least learned the language.

(This notably includes a great deal of native speakers of the target language in translation, retained by clients and brokers often for little merit beyond their native origin, who so often just don't know all the rules or just plain can't write. But it also includes a great deal of 'proficient' non-natives who think they're good enough to doubtless be the innocent party in a dispute with a qualified native writer or translator. And then loads of people who aren't particularly familiar with the field but go ahead and edit other people's writing anyway.)

The point? Stop overthinking. You won't likely find out which is the case, let alone find the comfort of certainty. What you need to realize is that shit happens — every day. Yes, it happens. Today, a fellow translator wrote about how an agency explicitly asked her to look for errors, find some, grade it down, help them save some buck. When confronted with this reality, you need to avoid compulsively looking for fault within yourself and taking the blame just to avoid having to acknowledge that the world is a bad place and people can be jerks.

Fend it off, cast off the fog, keep your mind clear. Check twice if you they don't have a point, but if you can't find legit errors, and serious enough, then you need to confront the reality that no, the client is not always right in general, and that your client is not right, right here and now, in particular.

If you still grant a discount, for example to avoid non-payment because you realistically need the money and have no other way to see at least some of it, or you just won't the client to go away without going out of his way to damage your reputation (you already damage it by making it look like you're admitting errors that just aren't there!), then I won't judge you, but it should be your decision, not an automatism.

Automatic discounts on every complaint — which is nb. sometimes the way things work with translation agencies — only encourage frivolous complaints. Remember, a lot of people are amoral in some degree in business. They just see numbers, cash flows, equations, impersonal operations to manage, they don't really think or feel much beyond that it makes sense to save money where you can. Which includes where a weaker 'vendor' will let you. So don't.

This said, I certainly don't encourage dismissing legitimate complaints, especially not as a matter of policy. And yes, this too is a policy companies have long discovered and tested in practice by now. Just consider how clients and brokers use the broken-record strategy to deflect your overdue payment requests, piling on outlandish excuses one after one, avoiding you or outright stalling. I certainly am not saying this is what we should do to our clients when they have cause to worry or outright complain or even demand a discount, a deserved one.

But simply wanting a discount covers exactly zero distance toward deserving it or proving that they do. Again, I'm not saying the burden of proof should by sky-high, but a nude demand or some sort of faux proofreading doesn't rise to the level. It doesn't rise much above floor level, and it rather goes quite lower than that. It's quite low indeed, and has no place from respected companies — as soon as you can establish it wasn't just an accident at work (you need to probe gently before they get defensive and start opposing you on principle), you need to let them know it won't fly and in fact it's quite bad of them to even have tried.

We need to send the message that changing times have not made the practice acceptable.

We Have to Swim Against the Tide

Many translators charge abysmally low rates — the kind that today's market refers to as 'best' — because they sense the tendency in the market (it's hard not to) and feel compelled to give a response or think there's no other way that to react to the trend.

The thing is, the translator's reaction — just like anyone else's — reaction doesn't have to be affirmative.

Where the rates are right now is a result of agencies, and to some extent clients, not affirming but trying to change the shape of the market they encountered a decade or two (or three) ago.

More precisely, it is  the delayed end result of many years of going against the tide by reducing translators' rates at every step. In the short run it may have been a cent or two here or there, but the accumulated result is in hundreds of percents.

My goal is not necessarily to persuade you to become a lone gunner for change; rather it is to show you that there are other ways than going overboard and meeting and exceeding concessions that haven't even been asked.

There is no such imperative, no such requirement, no nothing.

You are no less perceptive if you identify a tendency but refrain from jumping on the bandwagon. And one doesn't become a savvy businessperson by just simply giving one's profits away.

The market is not some emperor you have to prostrate yourself before and fall on your sword for. It could be compared to a force of nature. And if a force of nature, such as flood, threatens to destroy your house, you don't start smashing your own windows and tearing down your own walls and shoot yourself in the head when you're done because that's what is 'expected'. Instead, you build a dam to contain that force or relocate to avoid it.

It's the same with the market.

Confrontation, however, requires some stamina. Not even because of the fighting that's to come but because of all the work informing and persuading people is going to take. You've already seen where laziness and inaction has taken us.

Be different, you're allowed to. Don't be like a soldier who surrenders because that's what the enemy said you have to do. What kind of soldier would do that anyway?

One of things you need to have the gall to do is allow clients to learn some things the hard way. You know the adage: 'If you think it's expensive to hire a professional to do the job, wait until you hire an amateur.' By all means give them a fair warning; your professional ethics require that you do that. But don't save them by actually halving your fees to meet their arbitrary price point that has every chance of being part of an abstract, general desire to pay less and keep more in the bank, wherever and whenever possible.

Save your breath, don't waste work time talking too much to people who choose to be in denial or fake ignorance. But realize that on every road to take there is always a first step. The best way to make sure nothing changes is to sit back and do nothing. Sometimes most of what a journey takes is a good start — so just put a minimum of effort in it and see where that takes you. Don't give up before you even try.

I want you to realize that, while your potential to make a difference is limited, realistically speaking, a lot of it is in your head. And that is something that mostly isn't outside your own control. You can't just press a brain switch to turn yourself into next William the Conqueror if that's not your nature, but you can certainly not actively help hostile market forces control your life by simply giving them what they want and more.

I hesitated to bring up this particular comparison, but it's a bit like dating. If a stranger asks you to do something you don't want to do, do you do that and more (let alone without even being asked but simply because you anticipate the wish), or do you rather say: 'Sorry, you need to back off.'? It's the same in business.

… Even though some of the forces active in the market certainly would like you to adopt a profound slave mentality to which any notion of defiance, resistance or just simply doing things in a different way is completely unthinkable. Here's what: You don't have to do that. It's in your head whether you yield to the pressure or not.

The Benefits of Giving Your Clients Multiple Options

The way of many translation agencies and corporate clients is to send you a completely defined project — including deadline and even fee — which you're supposed to either accept or reject but not really negotiate.

Younger or newer translators working with agencies may consequently feel that their place is to simply accept and execute such define projects or decline it, end of story. Fortunately, life is not as simple as that.

Working with business clients and still quite a lot of traditionally minded translation companies is different. They ask how long it's going to take and how much it's going to cost, and it's up to you to answer.

And guess what. You don't need to consult your crystal ball for the only one right answer, nor do you get only one chance. You can give them a variable quote and have all your bases covered.

The sum total of alternatives is a better answer to your client's needs — and your profitability — than a one-size-fits-all quote.

How is this better for the client is quite obvious: You provide the options, the client chooses what's best for the client. The client doesn't end up paying for what the client doesn't need (or not as much of).

On the other, how it is better for you will take a little longer to explain.

A variable quote takes a bit more to write, so there is an upfront investment of time, but it ultimately saves your time, as it reduces the follow-up — inquiries, negotiation etc.

Next, formalized options help focus your clients' attention on making choices and proritizing their needs as opposed to tempting them to haggle with you. If you do make a concession, it will be more tangible than a nebulous small favour.

Finally, you have three horses in the race now, in case your client is also getting quotes from other people (which is quite likely these days):

• your cost-optimized offer competes against cheap offers
• your speed-optimized offer competes against fast offers
• your balanced offer competes against generic and middle-ground offers

This way you can:

• accommodate outliers (special cases and needs)
• but still have a balanced offer on the table
• and still score brownie points for having what your client needs, even if it's one of 3 or 4 options for the client to pick from as opposed to a smart, lucky guess on your part (and the difference between your client and your toxic ex is that your client doesn't really care, as long as the need is met).

You can still be outcompeted by someone else, naturally, but not because you simply gave up without even trying, i.e. didn't have a contender in whatever category of race was important to your client.

All this is requires is not being a lazy person, or one that compulsively tries to be both fastest and cheapest (and still the best quality), so you have no excuse.

And let me tell you something: Clients like options. They don't necessarily pick the cheapest one, either, and if they do, then they are less likely to dispute the deadline. You will never know if you don't try.

Value Building vs Value Sharing

There is a tip I want to share with all translators and interpreters. Most will refuse to even think about it. The last time I tried to talk to mature, intelligent linguists about the matter, it ended in me storming out of the room after being shouted down and flailed hands at. (In defense of the integrity of the sacrosant all-holy client budget that Must Not Be Questioned.)

This is something people not only refuse to understand, they refuse to even think about it, even when you specifically ask them to and explain how it would be beneficial to them if they did, how you're actually trying to help them. There are various negotiation strategies out there, various classifications you can make. One of such classifications is:

value building vs value sharing

Or, rather, this is the way it was taught to me at law school, while 'value creation' and 'value claiming' is a concept you're much more likely to find online.

The point is, you can keep trying to divide the pie in a way that's either fair to everybody or specifically advantageous to you, the way most people do, or you can think outside the box and try to generate more pie. 

And this is something translators and agencies don't get. Instead, they keep playing the same old zero-sum game.

For example, translation agencies' budgets and pricing schemes are not a given. It's not something that's set in stone and Must Not Be Questioned. No, they are not holy or sacrosanct or in any other way immune to being discussed or brought into discussion. Rather than squabbling over who gets how much pie, can go for a win-win situation and suggest getting money from outside the existing project budget or source of financing. 

… This is even more viable with a direct client, who is usually not operating within the limits of a fee paid by a client. There is someone there who has the authority to adjust a project budget, they just don't normally want to. Doesn't mean they actually can't.

Example:

AverageTrans charges its clients 15 cents per word. But for the text ClientCorp needs translated AverageTrans needs Josh Freelance, who normally charges 12 cents per word. You can't normally have a 12-3 division with an agency, as it won't even cover overhead, so the agency would have to be taking a loss on the project, which is normally avoided unless the PM is allowed to consider the long-term perspective and make independent decisions. Consequently, as translator, you can only very rarely successfully negotiate something like that with an agency.

However, there is a solution: The end client can pay more. I am not saying this is easy to achieve, but it definitely is doable. What it takes is for AverageTrans to tell ClientCorp that a specialized or more difficult text or a rarer language or more qualified translator costs more than the usual rate. Which agencies are often loathe to do, but it doesn't mean they can't or never will. It does mean most will think you have zero touch with reality and no knowledge of management/economy/real life for even suggesting it.

This was just an example. There are more situations in which money can be found and put on the table if you think outside the box, rather than getting your brain stuck in pie-cutting mode. I challenge you to think about some, even if you aren't sure they're going to work. Just like a PM can never be sure you'll accept a lower rate but asks anyway because what's there to lose? At worst you just won't accept.  

Bonus tip:  

Even if they won't charge the client more, impose a situational surcharge or do anything else to get more money from the client, then simply bringing the issue up will make them realize that it was their own decision, not the law of the land, nor a law of physics, nothing they couldn't do but only something they wouldn't.

Hence they should now have a clearer sense of ownership of the decision and the consequences generated by it. You will look more credible asking them why exactly you should be the one financing their policies. Hence you may be able to win a larger slice of the pie then otherwise, supposed you still want a piece.

The good news for you is also that since this is such an unthinkable idea to some translators, integrating it into your strategy will give you a unique advantage. Eventually you may become a trusted and valued partner for teaching people to think outside the box and bake more pie as opposed to remaining stuck in their initial notions.

Remember that the most successful companies in the world are those which participate in the shaping of the market along with client expectations and mentalities as opposed to only passively adapting and believing that the client is right even when the client isn't actually so sure of that!

Not a Reverse Auction: Follow-Up

Remember my very last post: The Market Is Not a Reverse Auction?

Whether you do or not, please allow me to give you a short recap:

Whatever one can say about the translation market in general, your part of it does not have to be the sum total of a bajillion outright auctions for the lowest bidder or recruitments based on 'best rates'.

You don't have to attune yourself to the market and passively obey the general trend, let alone go out of your way to adapt and fit in.

To adapt and fight is an option too.

Being active, making proposals, persuading, insisting, suggesting trade-offs, even declining unprofitable offers — is not something only clients and agencies can do.

You have as good a right to try and change the rules of the game as they do.

The Market Is Not a Reverse Auction

You've probably heard a lot — including from me — about how prices are falling, status is falling, respect is declining, all of which is true, and allow which keeps intensifying as we speak.

But this isn't the whole truth. Things don't have to be this way.

You may've heard from so called business experts and frontline fighters about how this is what the clients want and how we must provide. Suck it up and deliver. Like the tough guys we are. Or they are. Bullshit. Stupid, ridiculous bullshit.

They make it sound like being a tough guy is about putting up a brave face as you cough up protection money for a guy who certainly is bigger than you but not nearly big enough, or relevant enough, to shove you around at will. How tough indeed!

No matter how distorted and unbalanced, there is still symmetry in the market. You don't have to do whatever you sense — or, more likely, are told by pundits and sometimes even your own client — 'the market' wants. Meaning what the buyers want.

… This is because 'the market' ≠ the buyers. The market is also the sellers. It's a two-way street.

There is no 'new reality of the market' that buyers supposedly now want more goods or better goods for the same or lower price, which they supposedly didn't already want before. Any guy who says that certainly is so no prize-winning material. There is nothing remotely inventine or innovative about that kind of statement. Buyers have always wanted to buy more for less and sellers have always wanted to sell less for more. Everybody has always wanted to make a good bargain. Nothing new there.

Now, even supposing that you're going to deliver that good bargain as opposed to sticking to your guns and negotiating harder, even that still doesn't mean you need to start selling more for less. Because you don't.

On the contrary: You can explain how what you already are selling, at the price you already are charging, is a great bargain and always has been. (Just perhaps there was no pressing need to go into the details of it until now.)

As a translator you are opening doors that would otherwise be closed and building bridges where people would otherwise need boats, or at least building and navigating those boats for them so they don't have to swim. Those doors and bridges and boats lead to potentially unlimited opportunities, which, while probably finite, are still worth times and times more than the price of your translation calculated as the number of words times the per-word rate.

It's only that as times get worse and competition gets tougher and scarier there may be more storytelling for you to do before the story falls in together and sells. But, unless you're translating contracts and marketing blurbs written anew at each time for every $100-$1000 transaction, you should still have more than enough wiggle room to carve out a decent fee, if you're willing to put some work in it.

And before you put in the work you must realize and accept that the work can be done and will make a difference. At least try.

***

Consider that a lot of the information you have comes from (i) battle-scared warriors who want to appear tough as they make the brave decision to give the opponent what he wants without putting up a fight and still hope to get the hero treatment; and (ii) people who have a vested interest in making you think that you already are buried neck-deep in reverse auctions, sucked in and unable to go anywhere else. Which you aren't. Not remotely. Not even if your situation actually is somewhat bad in objective terms. It just isn't as bad as that.

Consider how many times they have:

• asked if you are available
• stressed that it's important it's you who take up that project
• tried to evoke your sympathy
• … or threatened you
• or resorted to flattery
• or even made small concessions such as waiting their turn or paying a slightly higher rate

Boy! (Of either sex.) All of that means you do have some pull.

It's just that the opposing side of the negotiation table may want to prevent you from actually using that pull, for example by making you believe you don't have it or shouldn't use it because it would somehow be unethical. (Or, most frequently, because their procedures, same for every contractor, don't leave room for it.)

See, contrary to what they would like you to believe, the market doesn't consist of millions of sellers, trying to win the favour of buyers who are free to pick and fuss all they want, pretty much because that's they way of things, which is how it should be and the only way it could be. Nope, it isn't.

All of those buyers also need to contend with the scarcity of the goods or services they want to buy, or even of the sellers who sell those, as well as the higher or lower attractiveness of their, the buyer's, budgets and other terms they are able or willing to offer. There is nothing which prevents sellers from selling to someone who offers a higher price or is willing to wait longer or sweeten the deal in some other way.

The market is more of a free-for-all. Everybody is auctioning. Everybody is competing for the other party's side of the bargain. There are elements of reverse auction and there are  — or at least could be, if translators or any type of sellers were more proactive — elements of normal, straight auction as well, where the highest bidder among the buyers and not the lowest bidder among the sellers wins. There are no formalized bids or rules to cover the entire market as a whole, and you need to play it by ear and by trial and error and by guessing a lot. But the essential mechanics are there.

***

Try to break out of the psychological compulsion to please the client (or else!), at least for the sake of a little exercise we're going to have.

Suppose there is a job you don't to do or in any case can afford to 'lose', i.e. simply not get, which is not the end of the world. You won't actually 'lose' it if you don't get it and it was never years. You will simply not have got that one particular job, and that's it. For the record, you don't need to get everything single job you see, nor could you humanly process them all anyway. What you need to get is enough jobs to make a comfortable living at the rates you charge.

So, take that problem job and try to up the rate or move the deadline. Be fair, don't shortchange them, just don't be as acommodating as before. Mind your need for sleep and free time, or give yourself an 8-hour day, 40-hour week, occasional holidays, you get the point. Or, if they're a new client and you know they have the money, then don't charge them the same rate you've been charging everybody for years on years now for the same work — raise it in due proportion to your increasing experience. And inflation. And everything else.

In other words, stop giving so much **** about 'being competitive'. Allow yourself to be less competitive. In the meaning they attach to it anyway.

(Remember that, in the real world, you're competitive or not depending on whether you win the competition. Not depending on whether someone says you are.)

There is a good chance you will get those higher rates and longer deadlines, if you actually try. You should try, if only to know more or less where you stand. And remember that you can always grant a discount on the invoice or deliver early or even agree to grant them a one-off discount if you become convinced that their reasons are sound, that their cause is a legitimate one.

Most people who will turn tail and pass up on you are going to be those on the lookout for a cheaper provider, not really the few people who have a real need but too much pride to ask for a discount (hint: if their statements are public record and they've been awarding juicy bonuses to their management, they are not in dire need), so don't worry too much about that. You can still make it clear (somewhere, somehow), that discretionary reductions and otherwise unique terms are available on a case-by-case basis to clients who can show a legitimate need without being able to pay the normal fee. That will keep the needy in and the bargain seekers out.

***

What else can you do?

Yeah, it's not all wrestling about the fees. Supply and demand can be influenced — or brought out — in subtler ways that don't involve violence.

I say 'brought out' because the advantages of what you already provide — the good features and the useful benefits of it — are often hidden and underappreciated, and it's up to you to change that state of things as opposed to simply heaping even more at an even lower price.

Thus you may need to do more work to make sure that clients realize just how much they're getting from you — or how much more they're getting from you than from someone else.

Many of them will still try to get it cheaper, that's sort of how human nature is, at least for some humans. The trick is to not cave in the moment they say that (to try costs them nothing, so in a certain sense they would be stupid if they didn't), but instead reiterate the value that you provide and the fact that your prices are already quite reasonable and (if true) that many other clients are perfectly willing to pay them (which means they see the value).

A client who already sees he's getting a good bargain but would like to turn it into an even better one doesn't have too many strong arguments to show for it, and chances are that if things were to resort to open violence you would come out on the top. Especially if he already is getting better terms from you than anyone else is giving. There is an old Latin saying: quod gratis asseritur, gratis negatur. If someone asserts something without proof, you don't need proof to negate it. You just negate it.

Remember that in such situations the burden is on them to convince you. You discharge your own burden by simply quoting a fee that falls within the market standard or as much higher than it as your qualifications are or the difficulty of the job is. Anything more favourable to the client is for the client to justify, and you have no obligation to give him an A for effort.

***

To prove your qualifications, data in on objective, legible and concise format are always good. Just pile up the degrees and accreditations and certificates and years of experience and testimonials from happy clients (both the content and the sheer number matters). That is something your client cannot claim to disbelieve or challenge without a good foundation.

Also include samples so that you can refer your prospects to them instead of translating something new for them free of charge for their proofreader's reviewing pleasure.

Speaking of which, obviously, just about any random QA'er from a translation agency or business company is not going to test you more reliably than your professors at university and your state examiners and exam boards at professional associations already have done, unless the test is more difficult and the reviewer is more qualified than your previous examiners were, which is simply not very likely.

It's only that some of your prospects may prefer to have the privelege of acting unreasonably and disbelieving anything which they haven't personally put their hands on — and very literally so because they won't even accept credible documents from respectable institutions in lieu of a first-hand check. Guess what? You don't really have to put up with that sort of treatment. (Unless you actually have to.)

It's kinda like maths. You don't need to prove that 5000 words times 0.12 a word makes 600 to pay. That's just the kind of thing you just don't have to prove in the face of feigned or even actual disbelief.

But you will still need to use your own good sense to find out where the limits are because making conclusions about your skill level on the basis of your papers is a bit less forward than simple arithmetics. It just isn't some kind of murky waters of non-knowledge and uncertainty that somehow means you should be charging peanuts because your actual qualifications are intangible. And even if they were.

***

Finally, you don't need to talk business. At least not only it and not all the time. I suggest you do read a bunch of course materials about the basics of economy, management and marketing just to know the setting you work in (and if you do business translation, you need that knowledge anyway), but instead of focusing solely on the business terms that are native to your clients, you also use terms that are native to your art.

After all, they need a translator, so it makes no point pretending they don't need one but only have a business problem to solve. Which is not true.

So you don't want to only use some business references that they're going to downplay and counter easily simply because they're more fluent in the lingo and carry more authority in the area than you do. You need to establish yourself as an expert in what you do, which is what they need.

And no bullshit like you still need to prove you're needed. If you weren't needed, they wouldn't be there asking. Or that you need to prove your monetary value. If they didn't sense the value… yes, correct, they wouldn't be there asking (which is even fine to tell them, at least without using the 'BS' word, usually).

So if they know it and you know that they know it and they know that you know they know it, and so on and so forth, then it makes no sense to act like you don't know (and you don't know etc.) and grant them a victory in their own silly game. No unfair downplaying of the importance of your art, and no gratuitous refusals to recognize your qualifications should be your rule no. 1 for them. And yes, you can set rules. To some extent at least. (Precisely to the extent you can get away with, which is up to you to find out.) This remains true even if it's you contacting them rather than the other way round. You're still talking business and fees and not charity and donations.

***

I suggest you also use the talents that you already have to deliver a convincing value proposal that does a good job of showing — and claiming the credit for — the value and meaning (and cost-to-provide and scarcity and difficulty to find) of the services you provide.

Thus, if you are one of those people who came to translation from a different profession, one which is somehow involved in most of the stuff you translate, you could simply use that to establish a connection and to establish your relevance. And show yourself as a competent fellow (of either sex) who understands the stuff.

On the other hand, if you have more of a language background, you should use that. After all, you are an expert on language. So rise and shine. And if your bacgkround is more on the literary side, especially if you know how to write or edit a story, then certainly use that to your advantage. It's actually becoming quite hip in the business world these days.

And, once again, if they gratuitously negate or downplay your importance or relevance, call them on it. Don't be aggressive or rude, but force them to back out of it, if only by asking questions — for example: why they think that, why do they think they know better than a recognized authority — or repeating the obvious — for example just how authoritative the institution is which granted your credentials or was satisfied with your work as your client.

Again, you don't need to act like every shit argument is good currency, because it's not. But you need to build some confidence. I've already suggested expanding your knowledge and re-evaluating your status as an expert in your field with a useful role to play for experts in other fields, but there are also other ways, such as developing your soft skills, including the art of negotiating and saying no without breaking up the negotiation. Everything in due time, not too much at once, but I suggest you take a look at those. I did as an adolescent (a bit overeager to please and a bit shy to stand up, a bit inept at defending my right to stand up and reasons for it etc.), and it did me some good. It prepared me for some things later on.

The no. 1 realization to make is that there is bullshit in this world and that that bullshit isn't binding on you, you can call people on it and refuse to accept it (as a reason for them to get a discount or otherwise).

And the no. 2 thing to do (more like even no. 1, in fact) is to use your knowledge to demonstrate… your knowledge. And to show in all sorts of ways (not always by talking directly about it) that your services are valuable and that you're a competent provider, and (if you need to) that your fees are reasonable and offer a lot of value.

If you have lawyer clients (small firm or solo), or doctors, or architects, it could be a good idea to ask them for some tips, as they've probably already had to deal with the same problems. There should also be more literature available from lawyers' perspective than translators', nearly all of which is going to be applicable to translators without much adaptation left to do, given how similar the professions and the problems are.

With time, as your means allow it, you will want to use a real marketer and a real ad man to make your message heard, to give it more reach and make it more resounding. The goal is to make your perspective matter too and not only the perspective of people who want your services to be cheap and underappreciated (also because it makes them cheaper).

***

Additional reading:

major auction types at Wiki

I believe the market is closer to Walrasian auction than a reverse auction, but the point is not to analyse the theoretical model of that (which I haven't even done myself), the point is to realize that it all goes two ways.

storytelling

As a (wo)man of letters, you simply have an advantage there, and you should use it. Good marketing kinda always comes down to a good story, especially when it comes to creating a brand.

Walrasian auction and Walras's law

… If you're more mathematically inclined, this may do better than a narrative explanation.

As well as a bunch of how-to books, starting from 'for dummies' and moving up. It's only reasonable to know the setting you're forced to operate in and the setting that's native to your prospective clients. It will help you get better fees and otherwise better terms from them, but it will also help you better serve their own needs, which is a win-win situation. (Just like being a good legal translator helps you identify and refuse to sign, or renegotiate, an abusive clause in a contract.)

Your Cheap Marketing Plan for Dummies (and Lazies)

Woohoo! Have I just called you…? LOL, negative. In fact, I'm quite lazy myself (in the head too), when it comes to marketing and other such penny-pinching pencil-pushing boringness, but the point is: this is something anybody could do. And his dog, probably. In fact, dogs are quite good at it.

Even if you actually were a bit on the slow side, such as me before my fourth coffee of the morning (which usually happens around two o'clock in the afternoon), you still could. Right? So stop worrying that you can't. Because you can. Because, again, it's so simple anyone could do it — even though experience teaches that, ultimately, not everyone can, or will. More advantage for you if you will and they won't.

Enough of my babbling on what in fact has only been one or two coffees this morning (actually, I've just made a third, so by all estimates I should be coming round soon). What you need is:

1. People getting that translation from you and paying you for it.[1]
2. People coming back for more, or more people coming.

Point two is actually simpler than point one, so let's start from there:

1. They need good translation (even if they don't know the difference), which they came to you for in the first place.
2. Like everyone, they'd also prefer minimum fuss and maximum comfort, safety, reliability and so on. They're probably appreciate you being an all-round agreeable fellow (of either sex).[3]
3.While there are no guarantees, as long as you satisfy #1 and #2 there's still a strong chance they'll be coming back, referring their friends or leaving you nice testimonials. Any of which will help you keeping moving forward.

This means the best marketing you can get — and the cheapest — is just simply doing what you're paid for and not being a jerk about it. Don't let this truth be diluted in all the talk about formalized QA/QC and client-service standards and routines. This is precisely the common-sense alternative to those complicated and not necessarily helpful things.

Now on to point one:

The best source of new clients is happy old clients. Either directly, by referrals, or indirectly, by testimonials. Try to get both.

You also need to look credible and project confidence and inspire trust. You're toiling hard for a living and not loitering about like someone who has developed an aversion to honest work, so suit up and get a real photo. Proofread the CV. Run in through someone who has actual experience hiring or preparing candidates, to make sure it's relevant and well organized. Find more places to plant you CV in, both online and offline. The more you sow, the more you will reap. It doesn't have to be 20 different places, at least not right off the bat, but don't skip important channels or put them off for later. Mind your website: It's about the only place on the Internet where you can present yourself totally on your own terms, so use it. Nobody's going to be telling you what can be included and what can't, or what has to be there, or what the character limit is. None of that, zero, nil. So use the freedom.

Perhaps you feel you aren't the greatest writer humanity has to offer. Statistically speaking, that's probably right. Still, it doesn't take an award-winning storyteller to just answer a couple of questions your clients might be interested in. If you have an arts degree, your writing can't be too awful, so at worse you'll deliver something that looks like an actual piece of communication between human beings and not a contest entry for critics to dote on (or slaughter mercilessly as they see fit, as if your clients give a rat's breath).

Do you know how much work it takes to sound natural once you've lost the ability? Thousands of writers try to sound less experienced at their craft than they really are. So you don't really have to worry so much. Just put in some effort and make it matter, because it matters to you. If it doesn't, then don't complain about not getting the results without putting in the work.

So, work hard on your jobs and work hard on your clients, or rather your communication with them, and you'll see results.

Hard work alone will probably not make you a rockstar, but given the current state of the market and of the profession even getting the basics right will net you a sizeable advantage — and will get things done for you.

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1. The reason I didn't want to say 'buying' is a long story for a different day.