When discussing the keys to success in translation, we often think about the very nature of the translated product, the quality exhibited by our final product. That is why we, as professionals in the language services sector, devote a great deal of effort to improving all translation-related processes. This is demonstrated by the countless resources that are available online. These resources allow us to, for example, learn to use new tools to conduct quality controls (and thus be able to check if a product satisfies a series of minimum requirements and take into account the most common issues for upcoming assignments), consult bibliographic sources, databases or terminology directories (which help us make translations even more accurate), and share doubts with colleagues, share our knowledge and form the basis for decisions made by other translators who ask the same questions as us. Furthermore, we can learn to use computer-assisted translation tools to streamline all processes and create our own resources, such as translation memories and glossaries, which will save us time in the long run, not to mention the countless courses that aim to train translators in the areas of expertise that they work in (medicine, law, technology, etc.). It is clear there is a whole ideology when it comes to success in translation that revolves around the quality of the products we create. And, although this is one of the essential cornerstones to standing out as one of the best language service providers, it is important to remember that translation activity does not exist in isolation and independently. Instead, it is a commercial activity that, in business terms, would not exist if there were no interested parties in need of language support. In other words, a person or an agency dedicated to providing language services would not be able to stand out in any way or climb up any ladder between different companies if there were no clients who hired their services and who, subsequently, could appreciate and talk about the quality of the services provided.
This leads us to conclude that creating professional, healthy and long-lasting relationships with clients has a significant impact on our success in the translation industry. This is due to several reasons. Firstly, properly communicating with the client demonstrates seriousness and commitment, two key values, since no client would work with agencies that they do not trust. Secondly, a consistent ongoing relationship with clients will enable us to optimise all workflows, so that we can always understand the needs and expectations of clients when it comes to deliveries and, moreover, we can communicate the doubts and comments of language professionals to clients, so that they can respond in a timely fashion. Finally, carrying out additional work after final delivery and maintaining friendly communications can lead these clients to recommend our services to other clients, thus making our business thrive by leaps and bounds. So how do we achieve this?
Communications nowadays between translation agencies and clients undoubtedly take place via email. Of course, telephone calls are also placed, but they are more likely due to situations of immediacy and urgency or for commercial purposes. In general, emails are the means of communication in the scope of the business and this is also the case for the translation industry. But do we really know how to write the right emails that achieve the aforementioned objectives? Particularly in this sector, which is closely linked to languages and communication at different levels, every time we write an email we are giving a very specific corporate image. That is why some mistakes can end up playing tricks on us and undermine the image that clients have of us.
When writing emails for translation clients, the first thing to keep in mind is the purpose of the email. Are we writing to present our services to a potential client? Are we engaging with one of our regular clients about a matter related to an ongoing order? Are we contacting a specific client to address an issue? The emails with the highest success rate are those that disclose their purpose with a quick glance. In this vein, it is important to remember to write concise subject lines that include the keywords describing the reason for this communication. Furthermore, at the beginning of the body of the message, the reason for writing should be further explained, but while still withholding some details for later paragraphs.
When a person reads an email message, they appreciate that all the information is presented in an orderly, logical manner. For example, if we introduce ourselves to a client, we can talk about who we are, how we learned about them and how we can establish a successful business collaboration with them. This is a good alternative to overwhelming them with information about the services we offer, our products and the results. In all cases, the reason for the message must be clear and it must provide all the necessary information so that the context can be understood. We must, of course, also look after the peripheral elements, such as the greeting and closing expressions, and avoid confusing the language register, since, in general, we should not show the same degree of closeness with clients as we would with friends and family. Lastly, it is essential to check that spelling is correct, something particularly sensitive for a translation agency, because every time we speak, we are representing the company’s image.
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