Recurring clients- we all want them

There are lots of things a translator must satisfy in order to keep working in the field of translation. The language-the tool he/she’s working with. You can work with a tool if you are familiar with it. If you know how to handle it. Even if you think you are on top of it, there’s the factor of time- everything changes with time, and so does language. You must follow wherever it goes, whichever path it takes. If you lose trace, you lose hold; you lose ground. You’re many steps back and you must get back on the right track. You’ll be on the right track once you find clients. They will drive you forward. Each will have its needs and goals- you must address these and work towards fulfilling them. One successful project may lead to another, but that’s not always the case. One great way to close a deal and deliver may propel the same client to get back and want more. Maybe spread the word, and then the translator will become like a good friend- there when you need one. Become a recurring client.

This article I read before England won today at the Football World Cup in Russia. It says a lot about delivering. A specific moment (here the football event) calls for a tune that would be sung by the fans, that would be accepted, because it’s likeable, and maybe even because it is brilliant. A chant that uplifts people and makes them happy, unified in their support of their nation, brimming with pride that they belong to it.

The song was an answer to this: “We needed something to lift the spirits – we needed something real, something that put hope against expectation. We had to make it into a party.”

It was not easy to come up with that song- the “Three Lions” song. It’s also not easy for a translator to persist as the No.1 choice in their clients’ heads. To become the resort they are looking for- leaving the need at the reception, going up to their rooms and after a few nights of no-worries, heading home with a suitcase of a solid and priceworthy translation.

It’s about obtaining and retaining

A good game may be matter of pure chance. But it should not play such a huge influence on what we do. In sport it’s a thing that makes the game more interesting, but if we leave many things to chance in business, then we might put our success as translators at risk. How to retain a client? How to turn a one-off client into a client that comes back for more, and that at regular intervals? You can’t delegate these worries to chance. As i said earlier, one project completed marvelously doesn’t guarantee that there will be more such projects. It might just level the ground for similar projects coming from the client’s business circle.

The “Three Lions” song  is now so deeply rooted in the English culture, that no other song can take its place, even if new football songs were to be written. The authors did a great job with it- they succeeded to insert that key element that binds fans together, and this bond will not snap at the onset of possible new tunes. This one will outlast all others. Even journalists here in Croatia, and even in Germany, like to emphasize the phrase in the song-It’s coming home- whenever they write about England playing at football tournaments. In business, that’s a lot harder to achieve. This all pervasive level, being present in the minds of a lot of people.


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