Establishing a good relationship with your translators is essential to your company’s success. Translators are certified professionals with extensive knowledge of their chosen industries and are your ambassadors to your target market.

How translators benefit your business

Translators learn about your company — your culture, your terminology, your message, and the goals that you want to communicate to your target market. Translation services “provide the ability for two parties to communicate and exchange ideas from different countries. They can break down spoken word or translate documents to ensure that both parties understand each other in every format of communication.” (European Commission, n.d.) This strengthens relationships between individuals, helps to improve business relationships, and makes it possible to expand social networks.

In-depth collaboration with your translator(s) allows them to build an extensive, personalized database containing your company’s language and terminology. This will improve accuracy and save you time and money, as less research is required than when work is done on a piecemeal basis. Your translator’s comprehensive database allows you to leverage previous translations so you don’t need to have work done over with every new assignment.

If you need a text translated quickly to meet a deadline, a translator with whom you have a good relationship can often provide you with emergency service, and, very occasionally, may lend you a hand with very short pieces of text free of charge.

Linguists also tend to have a network of professionals in related fields or other linguists available to quickly fill some infrequent requirements, so if you need a translation into a different target language, your translator will likely be able to find a specialist in that language and be able to manage the project for you. Thus, the trust established between you and your translator eliminates the challenge of finding another translator every time you need one. They can also refer business to you through their own connections.

Why translators are essential to succeeding in new markets

As your language ambassadors, translators provide important cultural advice and context — which is essential when entering a target market of which you know nothing about. If you are entering the Quebec market, for example, your translator should be well-versed in Quebec language laws so they can guide you accordingly to prevent penalties and loss of sales.

Besides this, you’ll want to match the local dialect as much as possible to better connect with your audience. Just as English spoken in London, Canada is different from English spoken in London, England, Quebec French is very different from Parisian French. If you’re trying to sell your fabulous “brown sauce” to people in Ontario, for example, you’ll probably sell fewer units than if you market it as “steak sauce”. The same is true of the Quebec market, and other markets worldwide.

Conclusion

Clear communication from the source language to the target language is crucial for sales. Messaging from the seller to the prospective buyer reflects on the seller; if the text or context quality is poorly translated, then the seller’s company is perceived to have poor goods or services to sell.

Your translators, with their extensive knowledge of your business, will understand the message you want to convey, as well as the tone and nuances you want to convey to your target audience. They are the gatekeeper to new markets, and play an important role in your success within them. For all these reasons, a great working relationship with your translators is just good business sense.