Recently, our team had the opportunity to attend the Association of Translation Companies’ THRIVE 2024: ATC Unconference. It aimed to empower translation companies not just to survive but to truly thrive in an ever evolving (and progressively more challenging) marketplace. With a focus on sales success, business development, and robust financial and technological foundations, the event promised some interesting takeaways that would be applicable to our work here at Wessex Translations.

Key Takeaways from the Conference

Becoming a Trusted Advisor

The conference kicked off with an inspiring keynote by motivational sales speaker Andy Preston, titled "Becoming a Trusted Advisor in Your Field." Andy emphasized the importance of positioning yourself as a go-to expert within your industry, by building trust and credibility with our clients. Wessex is proud of the relationships we have built in our more than 50 years in business, so we’re already doing well at this, but his tips on establishing a rapport and delivering added value were particularly enlightening and will certainly figure into our future client interactions. While we already feel we go the extra mile for our clients, there is always room for improvement. We need to be asking ourselves, are we creating stand-out moments for our clients?

Boosting Inbound Sales on a Budget

Next up was Bryan Montpetit, a seasoned veteran in the language industry, who tackled the pressing issue of improving inbound sales for Language Service Companies (LSCs) on a budget. Bryan shared cost-effective strategies and real-world examples that highlighted how we can attract and convert leads without extensive financial resources, which is essential for SMEs like us. This session was particularly relevant for our team, as we are keen to improve our sales technique, having previously been incredibly lucky to be able to rely on word-of-mouth and recommendations. While this is still the case, we’re keen to grow the business further and explore new sales strategies.

Mastering Sales Negotiations

Andy Preston returned to delve into the art of handling sales negotiations and objections. This session was invaluable, providing strategies to help us create opportunities and find new clients. The techniques shared can empower us to navigate challenging negotiations with confidence, winning more clients with whom we can build a solid working relationship.

Account Growth Strategy Panel Discussion

The conference continued with a panel discussion exploring the challenges of winning new business versus nurturing existing relationships. This session emphasised that deepening client relationships is often the most effective route for long-term growth and success, providing us with actionable strategies to implement in our own business practices. This was particularly valuable bearing in mind the news that Surrey Translation Bureau has transferred its business to us, giving us more clients to nurture and build upon. Read more about the transfer here.

Technology SWOT and Workshop

The final session was a hands-on workshop focused on technology SWOT analysis. We explored various technologies that can enhance our business operations in key areas like HR, Sales and Marketing, Finance, and Business Management. Hosted by industry leaders Laura Saunders-Calvert and Laura Waddington from RWS Trados, this session provided valuable insights into selecting the right tools to boost efficiency and productivity.

Changes we are Implementing

Inspired by the wealth of knowledge gained at THRIVE 2024, we’ve identified several key changes to enhance the business that we’ve built over the last 50 years:

1. Strengthening Client Relationships: Based on the panel discussion insights, we will implement a more proactive approach to nurturing existing client relationships, focusing on personalised communication and added value delivery. We want both old and new clients to continue to hold confidence in the service we provide and the relationships we’ve built or are starting to build.
2. Leveraging Technology: We will conduct a thorough evaluation of our current technology to identify tools that can optimise our operations in key areas, giving us more time to concentrate on employee productivity and client satisfaction – after all it is the people and relationships which matter most.
3. Investing in Training: Recognising the importance of skills development, we will arrange for ongoing training sessions, particularly in sales and account management, for our team to hone their skills and enhance the relationships they build with our clients.

Conclusion

Overall, THRIVE 2024 was an invaluable experience that provided us with a wealth of knowledge and practical strategies to implement at Wessex Translations. From becoming trusted advisors to enhancing our sales strategy, the sessions were rich with insights. As we move forward, we’re excited to apply these lessons and continue fostering a culture of growth and collaboration within our team.

Written by

Hannah Flatley