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Marketing Communications
Facilitating Communication between Buyers and Translation Providers
By Ken Wisnefski, President,

Many times business-to-business commerce is foiled by lack of communication.

Business is booming worldwide. Is your company playing a part? Every business in the world shares money as a common interest; yet, not all businesses share the same language. How do you plan to effectively market in different locales if you do not speak the same tongue? Translation services offer solutions by translating your information accordingly.

Many business-to-business relationships do not get started due to a lack of communication. Yes, even businesses which share a language have communication issues. Why would buyers be reluctant to seek a translations service? Bringing buyer hesitation to the forefront and understanding how vendors can deliver solutions will facilitate the buyer-vendor relationship.

Any buyer is interested in their return on investment.

If they spend their money on translation services, then they will want quality service performed. If a buyer gets a finished product of poor quality, they will need it done again which costs them more money. So, buyers need to know their money will be well spent.

Vendors need to immediately showcase their services. This means having references available, displaying prior work on their Web site, giving a buyer a free trial, etc. Assuage the concerns of the buyer by ensuring them of the quality of your service.

English seems to be the 'preferred' language of business.

There is some veracity in this statement, but complete faith in this belief is limiting your business. You are assuming potential consumers will conform to your language in order to buy your goods and services. This is a bold assumption.

Translation vendors need to show buyers the benefit of marketing to more consumers if they modify their marketing language to speak the consumers' native tongues. The popularity of the Web alone has made it incredibly convenient to reach markets all over the globe; this creates a huge opportunity to take advantage of translation services.

There is always a decision to be made regarding performing a service in-house or outsourcing for the project - translation is no different.

Some businesses will look into purchasing translation software to accomplish their needs.

Translation service vendors need to prove they will outperform a translation program. Specialists assert humans will always do a better job of translating than programs due to particular complexities in language. It would be detrimental to a campaign if the translation was not orchestrated properly. Make the buyer understand the disadvantages of using programs and the advantages of using your services.

Most of us have a little background in a foreign language.

Most secondary schools require students to take one to two years of Spanish, French, Italian, etc. Some businesspeople may think they know enough of another language to perform the translating themselves.

The vendor needs to address the vast differences and variance in languages to the buyer. If one ever visits Spain, they will be surprised to find the Spanish they learned from a textbook is not the same as the vernacular spoken by natives. Furthermore, dialects are different from city to city making things even more complicated. Vendors need to explain the advantage of having someone well versed in the native language translating.

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

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