Translation Services Buying Process

Various models exist to help illustrate the process by which many consumers of goods and services make purchases, including translation services. One simple model is the following 3 stage approach:

1) Awareness: The prospective translation client is becoming aware of a need. The need might not yet be well defined. A recognized need for translation services might not yet even be known as this stage.

Perhaps it’s a commercial client expanding their business internationally and they’re finding that customers are not readily accepting their products due to language issues, for example. At this stage the client might just be starting to consider the issue of language as it relates to their business.

2) Evaluation: The prospective translation client has established a name for their need (e.g., translation or other language service category) and requires additional information about it.

Educational content about translation services would likely be helpful to a prospective translation client at this stage. How does the translation process work? What are the costs? How long does translation take? What are options for translation services? Discussion and answers to these types of questions might be appropriate at this stage.

3) Selection:  The prospective translation client is ready to make a decision and select a provider for translation services. At this stage translators will want to bring attention to their unique qualifications and reasons for hiring them.

Every professional translator has unique strengths and competitive advantages they’ll want to emphasize at this third phase. Clients are ready to pay for services and they’re seeking an immediate or near term translation services provider.

Adapted from: The Translator’s Guide to Blogging