A few weeks ago our instructor Julia Poger spoke on the podcast of the American Translators Association’s Slavic Languages Division, talking to Veronika Demichelis and Ekaterina Howard about the Know Your Worth: Understanding Marketing and Negotiating for Interpreters seminar, the benefits of a proactive approach, and the value of CPD and professional training. You can listen to it here:

https://soundcloud.com/atasld/episode-14-interview-with-julia-poger

The podcast covers some common issues with marketing and negotiating that most of us conference interpreters have to face in our daily lives, and Julia generally shares her personal and professional experience in the field.

She also talks about Know Your Worth, the seminar for interpreters that started as part of the Cambridge Conference Interpreting Course back in 2002, soon evolved into a one-day, then its current format. It has now taken place in cities and locations all over the globe, and most of our editions seem to support the age-old idea that all too often people are too comfortable sitting where they are. Interpreters are not that different. It is easy to stay within your bubble, and to remain within your comfort zone, but the market is changing, and the profession is as well. And often all you have to do is change just one or two things in your current approach.

If you want to stop being reactive and start being proactive, this seminar is for you. All it takes it “a simple mindset shift”. And that’s exactly what KYW can do for you.

Try to listen more than you talk, try to understand your clients and your prospects, and why they are looking to hire you. You need to present yourself as an expert, you need to know what you’re doing, why you’re doing it, and in what way is it different from what everyone else does.

What makes you stand out?

How to think in business terms?

How to avoid being treated as a commodity?

If you want good, solid suggestions as to where to get your marketing facts and advice, then listen to the podcast as Julia shares some of her favourite sources on marketing and negotiating, as well as a few suggestions of courses you might want to consider taking if you’re really serious about marketing and turning your interpreting into a successful interpreting business.

Even if you’re a recent graduate, take a look, or rather a listen, so that you don’t make some very disappointing mistakes when you’re starting out.

And drop us a line if you’re interested in joining us at one of our upcoming editions.

Happy International Literacy Day

In honor of the International Literacy Day, we would like to suggest couple of books to help you start to become literate in marketing and negotiating. These talk about the fundamentals for any job, including interpreting, without which you can’t get far.
This book was written at the beginning of the 1990s, before social media took over, but is still useful today. If you are just starting your career and have no idea how to be a freelancer, or how to make a living when you don’t have a salaried position in a company, this book has some very basic but excellent insights.
This book was the first to be published to a wide audience, and started transforming people’s views from negotiating as a battle to negotiating as joint problem solving. That transformation is far from complete…
And for the grandfather of all people skills books, that will begin to show you what has been going on around you without you noticing,
There is a reason this is a perennial best seller.
Many of us may already be skilled enough to know what is in these books, but if you are just starting your journey into the world of freelancing, these books are great!

Happy World Book and Copyright Day

For World Book Day, Know Your Worth would like to suggest a short list of books that give you a snapshot of how the marketing world has changed from the era of Mad Men to today.

The One to One Future:  Building Relationships One Customer at a Time

by Don Peppers and Martha Rogers

the one to one future

This book started today’s understanding of marketing.

Before this book, companies splashed their advertising everywhere, attempting to attract the maximum number of people to buy their product.  The problem was that once those people had the product, you still had to find more people or else come up with a new product.  But there was no relationship, no loyalty, so the new product needed more marketing to attract the same, and new, people again.

After this book, people understood it was all about the relationship.  If you had a relationship of trust with a good customer, that customer would want to buy whatever you produced (see Apple).  It’s easier to sell more products or services to a converted customer than to sell less to many people you have to convince each and every time.

The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an ‘Employee’ into a Brand That Shouts Distinction, Commitment, and Passion!

by Tom Peters

brand you

At about the same time as The One to One Future, this book started the entire concept of becoming a personal brand.  It is still relevant today, if a bit hyperactive and enthusiastic.

This is the first book to talk about standing out from the crowd, and making your work into projects that are fun and can help move you forward in your career.  He is the first person to talk about knowledge workers in a way that can be transposed onto interpreting, and that resembles our own work life.

After this book, people started looking at themselves as a company, even if they worked for someone else.

Winning the Professional Services SaleUnconventional Strategies to Reach More Clients, Land Profitable Work, and Maintain Your Sanity

by Michael McLaughlin

win sale

After focusing my attention on individual clients and building the relationship, and treating myself like a brand so I stand out from the pack, this book taught me how to think like the person I am pitching my services to.

This is the first book that I have seen that really shows someone working in the service industry how to think about your approach to the client when you want to pitch a service contract that will last for a day or a year.

It gives information that will help those of us who tender for larger clients, as well as those of us who are simply trying to get the contract to interpret (or organize the interpreting) for a single meeting.

 

Wishing you a Happy World Book Day,

Julia Poger