Who’s Buying Translation Services?

The Common Sense Advisory (CSA) has revealed profiles of typical translation buyers. They analysed more than 150 client profiles from LSPs to identify patterns amongst buyer groups. Below, we look at who the buyer target is so that you can start to be smart when selling your services.

Translation Buyer Title Categories

Source: Common Sense Advisory, Inc.

Who buys translation services?

Vertical markets are often the core of any sales strategy or marketing campaign, followed by those at certain decision-making levels. Whilst marketers usually purchase lists that focus on these two categories, after the categories of industry and job title it pays to look at some of the main characteristics of translation buyers.

  • How big (or small) is the opportunity?

By determining the size of the opportunity, sales and marketing teams can quickly identify the bigger targets to pursue.

  • Who makes the decisions?

It’s important to determine whether buying decisions are made by a primary contact, a committee, a supervisor or even a company division. Knowing who makes the decisions can help your sales teams plan for shorter and longer sales cycles, depending on how many layers are involved in the decision-making process. In addition, your teams will be better equipped to allocate travel budgets in an attempt to meet face to face with clients who have bigger teams to convince.

  • How long will the relationship last?

As an LSP, you’ll want some insight into your retention rates. You can obtain this insight by looking at the general length of supplier-buyer relationships.

  • Do in-country suppliers have the upper hand?

Some buyers tend to prefer LSPs that have offices in their own regions. Knowing which of your buyers or prospects place a high priority on this can help your marketing team target its message. Consequently, your sales team can be better trained to boast about their local presence, as opposed to global reach, for the clients who want to hear this most.

  • What’s the buyer’s gender and age?

Gender and age aren’t always in the spotlight, but marketing teams often want to know these things in order to refine their key messages. Moreover, if you know whether a buyer is older or younger than the average client, then you’ll gain insight as to whether or not he or she is likely to stick around for a while or move to another position in the company.

Translation Buyer Age Ranges

Source: Common Sense Advisory, Inc.

Translation Buyer Genders

Source: Common Sense Advisory, Inc.

By using the CSA’s findings, LSPs are better positioned to determine who they need to market their services to, and they can spend more time on target marketing. Those who do so are more likely to build longer-lasting relationships with clients and ensure a steady workflow.



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