If you google up “Übersetzer russisch” (that is German for Russian translator), chances are my site will pop up one of the first among ubiquitous “online dictionary” and “free web translation” pages. For the last two years Google has so far reliably helped to attract new business, generating a steady flow of price quotation requests. You can easily divide all marketing activities into two kinds – either hunting, or catching. I never belonged to the first category and still fared quite well. Somehow, Kaltakquise (cold calling) is just not my cup of tea and, if I may quote a blog colleague Susanne Schmidt-Wussow (300 words): „Mein Tipp: Findet etwas, das zu euch passt, und lasst euch nicht einreden, das brauche man gar nicht erst zu versuchen. Vielleicht ist gerade das perfekt für euch.“ Or, to shorten 300 words (please visit her page for the whole number) into only 7 syllables – find out what works best for you. Hunting never worked good for me, it’s not in my genes, but “catching” (meaning doing nothing marketing-wise, even no Adwords, just relying on plain organic search results in Google) has been enjoyable and rewarding so far. The downside is quite a number of generic requests for price quotations, never addressed personally and sometimes looking rather spammy. Nevertheless, I always try to respond instantly with a „Vielen Dank für Ihre Anfrage!“ and a fair price offer.
I didn’t need to learn to curb my expectations. Needless to say, there is little follow-up to generic requests, not even a “thank you” or any other response to the offer, no matter how thorough I was with my calculations and references for the respective subject matter. I don’t complain and waste my time trying to follow up such leads. Those who send mass email requests are looking for 2D offerings, i.e. services with only two dimensions – time and price. Since I am not keen on trading in translations as commodities, they are not my target audience. Besides, there will always be someone out there who will underbid you. My policy is to offer (and deliver) quality (3D), not the cheapest price. I may even think of a 4th dimension that could be a boutique approach, going an extra mile for a particular customer, developing unique selling propositions and special customer service standards. It sounds like marketing lingo, but, generally speaking, boils down to doing one’s best and seeing to it that it is also best for the customer (this time I didn’t manage to produce a line of seven one syllable words, schade).
Quite a number of generic requests come from translation agencies. Many of them dislike being called an agency or even pretend they are not (and I don’t mean just calling themselves a “language service provider” as an alternative). Some of them are no real agencies (no customer base, no committed translators, just a name with a private address in the „Impressum“ (= site information)) but pretend they are. But still, there are some which are honest and pretty straightforward in what they do. (I even happened to receive an email from an agency called something like Bottomfeeder Translations, although it was the other way round – they offered me their services.)
The reason I am writing all this is a price quotation request which I received yesterday. It was from a German translation agency (GbR or “company constituted under civil law”, as the term suggests) which apparently offers all kinds of language services in all kinds of languages. There is a dedicated page for every service and every language on their website. Never mind these pages look like they are minimally adapted either from Wikipedia (information on languages) or from advertising sites of fellow-competitor agencies. This particular agency sent a request bedcause they were looking for translators to translate all this “content” (presently in German) on their site into all these languages they were claiming to offer to their valued customers. (They were also looking for a web designer to put various flag icons on their future multi-language site into the bargain.)
If I have to wait too long for the food in a restaurant, I imagine the chef crossing the street to another restaurant (fellow competitor?) to place my order there. Every business has its “buy-or-make” decisions, but the vertical range of manufacture is not so conspicuous both in translation and restaurant business as, say, in the automotive industry.
Without going into detail about this particular price quotation request, I would say there were more than sufficient grounds not to bother with an answer at all. I answered nevertheless, although keeping my response pretty generic as well. (I don’t have a word price for texts which the customer is not willing to disclose, I don’t provide sample translations which would take about 50% of the eventual order amount, most questions about my qualifications and services can be answered by having a look at my website.)
I’m afraid the saying I allude to in the title (“The cobbler’s children have no shoes”) doesn’t quite apply to this agency. I don’t think they are so busy serving their clients with all kinds of languages that they don’t have time to attend to their own needs. I certainly cannot tell about their clients, but considering the request (it’s not only what it says, but how) I’m pretty sure they have neither “cobblers”, nor “children”, nor enough “shoes”. In this particular case, it does feel rather disingenuous and cheap to try to buy something which you claim to make on your own. But once again, they are probably not much different from many other wannabe agencies.
What I certainly found useful was how they define the subject matter – Internet/marketing/PR. So, not to be a cobbler without shoes I decided to do something on my own behalf. „Findet etwas, das zu euch passt, und lasst euch nicht einreden, das brauche man gar nicht erst zu versuchen.“ This post is the result of my spontaneous Internet/marketing/PR activity „in eigener Sache“, inspired by the above price quotation request. And, as a side note, done on my own.







