Ray Reyes presentation at the Atlanta Association of Interpreters and Translators Event in August 2012.

1. How to Create Value,
Attract More Clients and
Charge Higher Rates to
INCREASE SALES!
Ray Reyes
Chief Executive Officer
Latitudes Training, Coaching and Consulting
www.latitudescoach.com
1

2. How to Increase Sales
• Create value
• Attract more clients
• Charge higher rates

3. Create Value
6 principles to creating value
1. Know your client
2. What problems can you solve?
3. Understand your client goals
4. Do Customer Centric Marketing
5. State your purpose
6. Be an expert!

4. Create Value
Know Your Client
• Impact of the project on your client
• Create a system
• What is really important to the client?
• Case studies
• Problem solver or vendor?

5. Create Value
What problems can you solve?
• Win more business?
• Communicate with existing customers?
• Train employees?

6. Create Value
Understand your client goals
• Make more money?
• Save time?
• Be more competitive?
• Know the ROI to show your client YOUR VALUE
• ROI for prospects

7. Create Value
Know the benefits
• What in it for the CLIENT?
• Good translation – Bad translation
• Competitive edge
• Looking to the Future

8. Create Value
Client Centric Marketing
• It’s all about the CLIENT
• How are you Helping, Giving or Serving?
• Don’t focus on what you do
• Share the problems you have solved

9. Create Value
State your purpose
• State your “WHY” before your “WHAT”
• Passion attracts passion
• Well defined Mission Statement
• Be bigger than life

10. Create Value
Be THE expert!
• Focus, Focus, Focus
• Expertise = Client needs
• Broader scope, more work, lower rates,
less money.
• “Jack of all trades, master of none”.

11. Attract More Clients
1. Focus, focus, focus be the expert
2. Join your clients’ marquee associations
3. Go to industry events
4. Clients’ trade publications
5. Communicate your expertise
6. Communicate your VALUE on your website

12. Attract More Clients
Focus, focus, focus
1. Identify a single industry
2. Possibly a single discipline
3. Stay updated
4. Know the players
5. Get involved

13. Attract More Clients
Communicate your expertise
1. Achievements and accomplishments
2. What problems you have solved for other
clients?
3. Work history
4. Skills, training, technology
5. Education

14. Attract More Clients
Communicate your VALUE
1. Website (mobile app)
2. Blogs
3. Emails
4. Business cards
5. Newsletters
6. Client testimonials

15. Attract More Clients
Go to industry events
1. Client trade shows
2. Award dinners and gala’s
3. Association conferences
4. Volunteer
5. Holiday fund raisers

16. Attract More Clients
Client trade publications
1. Advertise
2. Contribute articles
3. Subscribe

17. Attract More Clients
Associations
1. Join the Association that your marquee
clients are members of
2. Develop key relationships
3. Become a Preferred vendor
4. Be a guest speaker
5. Co branded marketing

18. Charge Higher Rates
“Pricing builds or destroys value faster than
almost any business action.”
Frank Cespedes, Harvard Business School

19. Charge Higher Rates
1. Never compete on price
2. Solve a Problem
3. Provide Value-Added Services
4. Be the Expert
5. Create Loyal Customers

20. Charge Higher Rates
Competing on price
1. There’s only 1 of you- NO VOLUME
DISCOUNTS
2. Be able to say NO
3. There’s only 1 Wal-Mart

21. Charge Higher Rates
Be a problem solver
1. Understand the project
2. Ask questions
3. How can you solve the problem?
4. Identify and communicate the “pain” or
“goal” for the project

22. Charge Higher Rates
Be the expert!
1. Remember YOU are the expert
2. Explain the end-to-end translation process
3. Understand the review process (reviewer)
4. Know your clients industry
5. Their industry – Your translation
6. FOCUS

23. Charge Higher Rates
Loyal customers
1. Constant Communication
2. Ask them critique you (easier than asking
for a referral)
3. Set expectations early
4. Under sell Over deliver
5. Try to get to know them outside the office

24. Charge Higher Rates
REMEMBER THE KEY TO CHARGING HIGHER RATES
IS TO:
1. Never compete on price
2. Solve a Problem
3. Provide Value-Added Services
4. Be the Expert
5. Create Loyal Customers

25. Charge Higher Rates
Increase Sales!
• Am I creating value?
• Am I doing what I need to
attract more clients?
• Can I charge more?

26. THANK YOU!

27. rreyes@latitudescoach.com
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www.latitudescoach.com
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