Pricing is always a touchy business issue, in the localization industry as in any other business sector. But the challenge for LSPs and others in the language industry is that translation purchases are typically a fourth-level buying decision in the organization.
It’s not a C-level executive decision. It’s not a VP level. It’s not a director level, and in the vast majority of cases, it’s usually a manager or assistant-level decision-maker.
Quite often, the challenge is that at the manager level or below, the decision maker doesn’t have the authority to make the purchase outright and needs to get approval from someone else higher up. This is where price negotiation gets sticky. The person who needs the translation understands the process, is well aware of the challenges involved, and knows that localization isn’t a commodity—nevertheless, he or she doesn’t own the budget.
In essence, this means purchasing localization services is basically a proxy sale. Join us as we speak with Anne-Marie Colliander Lind, an industry consultant who is well-versed in strategic pricing negotiation.
- Why hasn’t translation pricing increased from 20 cents per word in over 20 years?
- When is the timing right to bring pricing into the conversation?
- How pricing discussions differ from culture to culture.
- What is the opportunity cost when uneducated clients think your pricing is too high?
About Anne-Marie Colliander Lind
Anne-Marie Colliander Lind is a recognized force in the European language industry landscape. She has spent more than 25 years helping multinational organizations solve their language issues by serving in executive sales and management positions at leading service, technology and market research companies. Currently, Anne-Marie is the CEO of Inkrea.se, a management consulting company based in Sweden that assists companies in their growth and development strategies. She runs fundraising activities for Translators without Borders and organizes localization and technology events in the Nordics. Anne-Marie is the co-organizer of the Nordic Translation Industry Forum. As Marketing Manager at LocWorld, she ensures that LocWorld provides the best possible experience for the growing list of sponsors, exhibitors and attendees.
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