In a world of Walmarts, be a Chanel

In an industry overrun with "word factories," offer your clients an atelier experience!
Have you ever splurged on a perfect little black dress, an immaculately tailored suit, a sophisticated timepiece, or a flawlessly crafted handbag? You know the one. That piece of clothing or accessory that makes you feel like a million bucks, even if you’re just schlepping to the corner for milk and bread. 

Was it expensive? Yes. 

Was it worth every penny? Also, yes.

Stiff competition 

When it comes to translation, nowadays there’s no shortage of LSPs offering quick and dirty work at rock-bottom prices. You’ll often hear them referred to as the Walmarts of the language service industry: word factories that churn out mediocre-to-poor translations using highly automated processes, on the backs of shamefully underpaid and overworked freelancers. 

Is it becoming tougher to compete with these giants, who can offer clients translation services at a fraction of the price that individual freelancers charge? No doubt. 

But if there’s something I’ve learned over the years, it’s that inexpensive and fast do not equal good. More than once I’ve had a client hire me to fix a “cheap” translation gone awry. And worse, the original provider didn’t care enough to make the situation right. They delivered the work and got paid. Case closed, basically. 

Offer what a Walmart can’t

But wait, you say. All the LSPs these days are using machine translation. Does that mean I shouldn’t? 

Absolutely not. I didn’t say that. 

Because even the world’s most sought-after fashion labels use technology to streamline their workflows. Think CAD software to visualize and modify designs before producing physical samples; 3D printers to create prototypes, accessories and even entire garments; and robotics and automation to perform repetitive tasks like fabric cutting, stitching, and embellishment. 
But here’s the catch: While these technologies automate some parts of fashion production, the couture process still relies tremendously on skilled craftsmanship and human intervention to add the intricate details and finishing touches that are the calling cards of high-end fashion. 

Think of the attention you give to machine-translation output as the meticulous handwork that Chanel adds to its luxury pieces: Your careful revisions for accuracy, tone and style are the translation equivalent of the dazzling hand embroidery and beading on a Chanel evening gown that would make any Walmart muumuu hang its head in shame!

Red-carpet service
 
When it comes to standout service, few industries can beat the high-fashion world. A glass of champagne with that? 

Here are four boutique services you’ll encounter in any respectable fashion house—and that you can easily tailor (see what I did there!?) to your own business to give your clients an unparalleled translation experience. 

1- Personalized shopping experience

Prestigious designers like Chanel offer shopping experiences that are adjusted to each individual customer’s needs and preferences. This can include private shopping appointments, personal styling consultations, and more. 

Find out what your translation clients need and want: Is it special formatting, adherence to in-house glossaries or style guides, rush deliveries, files named a particular way, or a specific invoicing schedule? Then make it happen. It’s that simple. 

2- Top-notch quality

Designer fashion houses invest heavily in the quality of their products, using only the finest materials and expert craftsmanship. This guarantees that their products not only look ah-mah-zing but also last for ages, making them a worthwhile investment for customers. 

Give your translation clients an unbeatable return on their investment. Deliver not only impeccable translations, but also your expertise as a consultant. Be there when they have a language question or query. Give them the information they need to create peace of mind surrounding their texts. Prove to them they made a sound investment by hiring you. 

3- Attention to detail

Designer fashion houses are known for their attention to detail in all aspects of their products, from design to packaging to customer service. This not only creates a sense of luxury and exclusivity, but also shows a level of care and commitment to their customers. 

Show your translation clients haute-couture-level attention to detail: accurate and idiomatic translations, flawless formatting, eye-catching branding, friendly email communications, and snail-mail thank-you cards. Pull out all the stops to package your services in a way that draws clients in and keeps them coming back for more. Be the concierge of their translation experience. 

4- Exceptional after-sales support

Many designer fashion houses offer outstanding after-sales support, including repair and restoration services. This ensures customers can continue to enjoy their luxury purchases for years to come, with the reassurance that a broken zipper, a dropped hem, or a stained purse lining will be taken care of promptly. 

Be there for your translation clients when they need you. Don’t simply hit send and then run for the hills. Did you make a mistake, fail to follow an instruction? Does the text need adjusting after the fact? Has the client made updates? Let them know you’re always standing by to help with anything post-delivery. 

“The best things in life are free. The second best are very expensive.” - Coco Chanel

Don’t be afraid to charge Fifth Avenue prices. Like a perfectly tailored designer suit, your top-quality translations are seamless, finely crafted and exude elegance. 

Deliver them with confidence, knowing you’ve provided your client with a luxury experience that left them feeling satisfied and delighted. 

Then raise your glass of champagne and toast to being a Chanel in a world of Walmarts! 

Santé! 

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