行业动态 | 如何增值专业翻译服务

The panellists emphasised the importance of understanding the client’s specific needs and pain points to build a compelling case for professional translation.

两位专家强调，想推广专业翻译，须先了解客户的具体需求与难关。

Chris Durban highlighted the importance of focusing on risk mitigation – reminding clients of the legal, reputational, and even safety risks of poor translations, especially for sensitive content. She stressed the value of being a “stress reducer” for clients by taking the language burden off their shoulders.

克丽丝·迪尔邦表示，应将重点放在风险规避上，需提醒客户，糟糕的翻译可能会让他们身陷囹圄、名誉受损，若涉及到敏感内容，甚至会危及人身安全。她强调，译员扮演着“减压器”的角色，为客户减轻语言层面的负担，创造价值。

Alun Gruffydd added that it’s crucial to position translators as qualified professionals, on par with other expert service providers like lawyers or accountants. Clients need to understand the standards, qualifications, and insurance coverage that professional translators can provide, which helps mitigate risk and ensure quality. 

阿伦·格里菲兹补充道，译员与律师、会计等专业服务人员一样，是具资质的专家，这点至关重要。客户须了解，专业译员能提供高标准、高质量、专业对口的服务，从而降低风险、保障优质。 

They also noted the importance of highlighting the commercial benefits of translation, such as expanding a business’s reach and better serving local customers. Alun shared how his company convinced tourism providers in Wales to translate materials into Welsh, allowing them to connect with the local market as well as visitors from further afield.

二人还指出，翻译能创生商业价值，扩大企业影响力、更好地服务本地客户。阿伦分享了他的公司如何说服威尔士的旅游供应商，将宣传材料翻译成威尔士语。如此一来，既深化了与本地市场的联系，又吸引了远方来客。

Don’t be afraid to ask clarifying questions to fully understand the client’s needs, rather than jumping straight to a quote.

大胆细问，充分了解客户诉求，切勿过早报价。

Listen more than you speak – let the client explain their situation first before pitching services. As Chris advised, “Don’t talk, just listen.”

多听少说，请客户详述他们的需求，再推介自己的服务。克丽丝建议道：“闭紧嘴巴，竖起耳朵。”

If a client calls unexpectedly, it’s okay to politely ask for time to gather your thoughts before responding. Chris suggested saying, “I’m finishing up a press release right now. I’ve got another hour on it. Can I call you back in an hour?”

若客户突然来电，可礼貌地告知对方自己需要时间整理思路，再作回应。克丽丝表示不妨这么说，“我正在准备一篇新闻稿，一小时后收尾。到时给您回电如何？”

Tracking quantitative metrics like website traffic, downloads, and repeat business can demonstrate the tangible impact of quality translation services to clients.

统计网站流量、下载量和回头客等定量指标，向客户直观地展示优质翻译服务带来的影响。

But rather than just focusing on internal translation metrics it was suggested framing this data in a client-centric way.

不过，呈现量化数据时应以客户为中心，切勿滥用内部翻译指标。

Referrals and repeat business from existing clients were cited as great indicators of success.

客户推荐踊跃、回头客众多说明你的翻译业务颇有起色。

Be willing to propose creative scoping or pricing options that fit the client’s budget. For example, if a client doesn’t have the budget to translate their whole website, help them identify a few key pages that will have most impact if translated. 

愿意为客户提出符合其预算的小范围创意方案或报价。例如，若客户预算不足以支付整个网站的翻译，不妨帮助他们挑选几个关键页面进行翻译。 

Don’t be afraid to say “yes” to new opportunities, even if they seem daunting at first. With some creative thinking, you can often find ways to deliver.

大胆把握看似颇具挑战的崭新机遇。只要你敢于创新，总能找到解决方案。

Invest time in building your online presence and brand identity to position yourself as a professional, qualified provider. As Alun said, “I honestly believe that translators on any level shouldn’t underestimate the importance of marketing their work and committing money towards that. It does reap rewards.”

花功夫利用网络打造品牌，树立专业、资深的翻译服务业者形象。阿伦表示：“我真心认为，任何级别的译者都应认识到推广自身业务的重要性，哪怕需要投入资金，最终确实能得到回报。”

Be strategic about how you spend your time – focus on activities that directly engage with potential clients, rather than endless social media posting. As Chris cautioned, “I see social media as a great way to practice your writing skills and connect with the translation community. But I also see it as a massive time suck for far too many people.”

合理分配时间。参与能直接接触潜在客户的活动，而非一味地在社交媒体上发帖。克丽丝提醒道：“我认为，社交媒体诚然能锻炼你的写作技巧，增进与译者同仁的互动，但很多人在社媒上也浪费了太多时间。”