Here is a little question/rant/story:
Why aren't translation companies bolder to differentiate themselves?
Once again, this morning, I came across a website for a mid- to large-sized translation company. And, once again, there was the familiar list of industries served, similar to this:
- Consumer Goods
- Enterprise Systems
- Specialist Software
Yes, I understand that translation companies want to give the impression of being a one-stop shop so more dollars can flow into their coffers. You're afraid to miss out on some piece of work because the net is not wide enough. So you do bullet-point marketing. But at what price?
You're now just like everyone else. "Will Work for Revenue." There's a biz-ugly word for that: Commodity.
Two things about this question/rant/story: First, it is taken almost verbatim from Steve Woodruff's Impactiviti Blog. Different industry, same rush towards the bottom.
Second, a client who receives more than his share of solicitations from translation suppliers recently told me the anti-dote to this. His advise was that instead of touting how a translation company is just like everybody else, they should approach prospects with a "here is where we stink" list of subjects and services that they do not want to provide.
Going back to Steve's blog post: "We'll Do Whatever!" is not a message that sets you apart in the minds of your clients. Focus. Differentiate. De-commoditize.
Unlike everybody else!
For past "soapbox moments", take a look at the following:
- The value of specialization
- We are everything that they are not
- Customized medical translation is the wave of the future
ForeignExchange Translations provides specialized medical translation services to the world's largest medical device and pharmaceutical companies.