|Eiffel Tower stands tall in March sunshine|
Following UKTI's embassy event on Big Data, I remained in Paris for the French association of translation companies' annual conference. CNET (Chambre Nationale des Entreprises de Traduction) held the event in a five-star hotel near the Eiffel Tower. The conference title was Vendre Plus, Vendre Mieux (Sell More, Sell Better).
CNET's President, Pierre Bastos, opened the conference. Some faces were familiar from previous ATC and EUATC conferences. Participants had travelled from as far as Israel, Greece, Estonia and Finland. Most were French, with a fair number from Lyon as well as Paris.
Pierre then handed over to Catherine Granell, CNET's General Secretary. She gave a presentation on the EUATC's forthcoming conference in Lisbon on 23-24 April. She stressed the value of networking with other European translation companies. She expressed her concern at how poorly France is represented at such international events each year. In 2014, just 4 French companies attended the EUATC conference, despite the fact that it took place in Juan-les-Pins, France. Over lunch later, a number of French participants said that they were considering attending the ELIA (European Language Association) conference from 16-18 April in Lyon.
There followed an excellent presentation on sales by Dominique Zouzou. Dominique is an experienced Sales and Marketing Director for major international companies. His presentation was well-supported with data and graphics. He demonstrated the change in sales approach required by today's clients. I was fascinated to hear confirmation that the marketer's task has increased, while the sales role is now confined to the very end of the cycle.
Dominique supplied some interesting figures:
- Sales is a thankless task with a 99% failure rate from prospects.
- 90% of sales prospects never reply to cold calls.
- 93% of clients today use internet research before contacting you.
- The sales process is 57% complete before you even know about it.
- 65% of the top sales performers use social media.
Translation Buyer's Perspective
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