Boost Your Business : An Expert's Tips

If the most difficult challenge is to decide what price to charge the most frustrating is to be too low priced and unappreciated. I recall an expert rocking horse maker who, when telephoned by a client gave him a very competitive price. “They must be crap,” the caller said as he slammed the phone down. Had my friend said £7,000 instead of £700 he would likely have got the order.

For the amusement of his staff a greengrocer friend split a single box of apples by putting them in two boxes. The apples were priced differently and the most expensive ones quickly sold out.

When processing building trade membership applications for a trade association I often asked if a price quoted for a job had been deliberately inflated as a ‘polite way’ of declining the job. Most said they had done so.

The job could have been completed profitably for £20,000. Not wanting the work because they already had full order books they quoted say £35,000... and got the go-ahead.

Tony Perrin is a fantastic artist who scratches a living as a graphic designer. Invited to design a new set of business stationery for a local bakers he provided truly exceptional artwork and charged the procuring agent £100.

The agent then charged the bakery £2,000. The bakery firm paid without quibble. To cap it all the agent was bitter about the deal. He said, “they accepted so easily I could have charged £2,500.”

My wife, Nadia, translates English to Russian for a very competitive €20 per hour. Imagine her expression when she saw a Barcelona translating firm charging €110 per page; technical, medical and legal translations at €120 a page. Minimum price for an accompanied translator, doctor, legal, €135 - €290.

Good for them but the frustration comes when you work for peanuts and a distinct lack of appreciation.

Michael and Nadia Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk website www.michaelwalsh.es telephone 662 067 490.

SHOULD SPAIN FOLLOW HUNGARY’S EXAMPLE

The Hungarian government, now regarded by the unelected EU leaders as a rogue nation, has expelled the International Monetary Fund (IMF). This bankers’ cartel has been told to clear its Budapest desk and to not slam the door on the way out. The European Central Bank (ECB) has also been told, ‘thanks but no thanks’ by Hungary’s government.

Describing the radical move as an historical decision is overstepping it. Flinging the money-changers out of the temple has been done before, most notably by the German government in 1933. They paid a high price for their impertinence. So did other ‘rogue nations’ that decided to cut themselves lose from the banking cartels. The Libyan government and those of Iran, Saddam Hussein’s Iraq, President Assad’s Syria were or are being dealt with.

Other financially independent countries are too big for the bankers to consider sending in the heavies (NATO). Brazil, Russia, India, China and South Africa (BRICS). Where will Hungary fit in? I should imagine that the EU and its bankers have painted themselves into a corner on this one. They want Hungary reined into the European Union. However if the EU takes a confrontational stance then Hungary could easily be driven into the arms of Vladimir Putin’s Russia.

The global rebellion against the bankers’ cartels appears to be gathering momentum. Iceland not only threw out the bankers, it filed charges against them. The heads of Iceland’s banking system were declared fugitives and fled to Europe. Recently, Hungarian Prime Minister Viktor Orbán, promised to serve similar justice on his socialist predecessors.

The Hungarian leader charges that previous administrations sold the nation into unending debt slavery under the terms of the IMF. The governments of Spain, Greece, Italy, Portugal and Ireland, are just some of the other European states that imposed bankers debt slavery on their hard-earned citizens.

More savvy than their fellow Europeans, the Hungarians elected Victor Orbán’s Fidesz Party. Hungary’s popular prime minister told the IMF that Hungary neither wants nor needs further ‘assistance‘ from the Wall Street orchestrated banks.

No longer will Hungarians be forced to pay usurious interest to private, unaccountable central bankers. Instead, the Hungarian government has assumed sovereignty over its own currency. It now issues money debt free, as it is needed.

The results have been nothing short of remarkable. The Hungarian nation’s economy, formerly staggering under deep indebtedness, has recovered rapidly.

The Hungarian Economic Ministry recently announced that it has, thanks to a ‘disciplined budget policy,’ repaid on August 12, 2013, the remaining €2.2B owed to the IMF, well before the March 2014 due date. Victor Orbán declared: “Hungary enjoys the trust of investors. He was referring to investors who produce something in Hungary for Hungarians and fuelled genuine economic growth. It is estimated that if Spain followed Hungary’s example prosperity would be returned in months. Will the ‘get out of gaol’ option catch on?

quite_write@yahoo.co.uk

The following is not my article but it is my opinion. Anecdotes constantly remind me to focus on managing my business. This article reminds us that, “you will get what you want only when you convince the customer he is going to get what he wants.“ Another favourite of mine is, “Find out what the customer wants and sell it to him.“

Being human, I do occasionally take my eyes off the ball. This reminder from Steve Clarke of Eureka Sales will, I am sure, help your business.

EUREKA SALES (Steve Clarke).

We do this and we do that… You need to understand and accept that no one is really interested in you or your products. That is OK, take a deep breath and let me explain what I mean.

Most human beings are only interested in “what’s in it for me”. Someone once explained this to me by saying that people are tuned into radio WII-FM, that’s: What’s In It For Me. I have never forgotten it since, I hope you don’t either.

Review all your sales copy, including your website, in fact, particularly your website, as it’s often one of the most prevalent “we” areas. “We” do this… “We” have been around since… “We” have the greatest…etc. etc. Get over yourselves – people do not care! What’s in it for me? So what that you have been in business 25 years? What does that mean to me? If there is no tangible benefit to the customer, don’t mention it – sorry, but they just do not care, not yet.

Think about where you can change “we and our” for “you or your” – talk about and to your customers, not about you and your business. Moreover, whatever you do… stop “feature bashing” and focus on benefits.

People purchase based on the benefits to them. What will they get from your product or service? How will they feel, what will they save and so on? You have probably heard this before, but people do not buy features, they buy benefits.

All too often business owners waste time, effort, and money pushing feature after feature of their product or service and…you guessed it, the potential customers just don’t care. They are trying to work out… WIIFM – so tell them!

Look at your collateral materials and your website. If you’re a “feature basher”, your work consists of flyers, leaflets, ads, and a website, all of which have your logo and company name, a list of things you do or the “features” of your products and your phone number. Are you surprised that no one cares enough to respond?

What do you blame the lack of sales on? Your competition, cheaper pricing, the government, a rise in VAT…? Sorry, they are all just excuses. You may be right in one respect. They do not want you or your products: but they do want to know what you and your products or service can do for them!

This is often very difficult for many people to get to grips with. In my Marketing Master Classes, we work through numerous practical exercises to help you put all of this into practice until its second nature to you.

Here is a very simple method of uncovering the benefit over the feature of your product or service. List one of your features; let us say it is a low emissions car… a feature of the car is that it has low emissions. Now say “which means that…” and the next thing out of your mouth is a benefit.

Michael and Nadia Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk website www.michaelwalsh.es telephone 662 067 490.

DON’T TAKE ME LITERALLY

On the face of it translation from one language to another is easy for those who are bi-lingual. However, if a translator changes text from English to Russian using poorly written English copy the Russian translation will be poor too.

There are many English words that simply do not have a literal translation or they have different meanings. Why tell a Russian that he will be stunned (by the beauty of Spain)? He has no wish to be knocked unconscious by an abattoir’s stun gun pressed to his head. As a foot is an English measurement a Russian reader will be confused by 14’ yacht or a horse measured in hands.

Many businesses offer a specialised service and the language used simply does not translate in a literal sense. Some words are uniquely English and do not have a literal Russian (or Mandarin / Spanish) translation. This is the reason why Google translate can produce more chortles than business.

On the face of it the term ‘translate’ is pretty close in meaning to the term ‘interpret’. Not so. See again my comment on ‘stunning scenery’. The skilled translator will translate and interpret so it will make more sense to the Russian reader.

When we receive a request to translate English language marketing website content into Russian it lands on my desk before it goes to Nadia’s. With thirty years professional writing, business copywriting and marketing experience to fall back on I improve the English copy. I bring it up to corporate company level. This free bonus to the client also helps Nadia.

I then email my interpretation to Nadia and to the client so that he understands the English translation of Nadia’s soon to be Russian translation.

Michael and Nadia Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk website www.michaelwalsh.es telephone 662 067 490.

I cannot be sure if this document is true or a little bit of fun. Whatever, I find it amusing and I hope you will too. I post it here as it is a reminder of the importance of getting translations right. I quote: A friend went to Beijing recently and was given this brochure by the hotel. It is precious. She is keeping it and reading it whenever she feels she needs a giggle. Obviously, it has been translated directly, word for word from Mandarin to English. below is a copy from the ‘Brochure’

Getting There:

Our representative will make you wait at the airport. The bus to the hotel
runs along the lake shore. Soon you will feel pleasure in passing water. You will know that you are getting near the hotel, because you will go round the bend. The manager will await you in the entrance hall. He always tries to have intercourse with all new guests.

The hotel:

This is a family hotel, so children are very welcome. We of course are
always pleased to accept adultery. Highly skilled nurses are available in
the evenings to put down your children. Guests are invited to conjugate in the bar and expose themselves to others. But please note that ladies are not allowed to have babies in the bar. We organize social games so no guest is ever left alone to play with them self.

The Restaurant:

Our menus have been carefully chosen to be ordinary and unexciting. At
dinner, our quartet will circulate from table to table, and fiddle with you.

Your Room:

Every room has excellent facilities for your private parts. In winter, every
room is on heat. Each room has a balcony offering views of outstanding
obscenity! You will not be disturbed by traffic noise, since the road
between the hotel and the lake is used only by pederasts.

Bed. Your bed has been made in accordance with local tradition. If you have any other ideas please ring for the chambermaid. Please take advantage of her. She will be very pleased to squash your shirts, blouses and underwear. If asked, she will also squeeze your trousers.

Above all:

When you leave us at the end of your holiday, you will have no hope. You will struggle to forget it."

Michael and Nadia Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk website www.michaelwalsh.es telephone 662 067 490.

SELLING TO RUSSIAN SPEAKERS

Mike Walsh

What happened? Here in Costa Blanca the red, white and blue flag is now almost as commonplace as is the flag of Spain. It is no longer Britain’s Union Flag but the Russian Federation’s tri-colour banner that provides a welcome to affluent Russian speakers.

Little wonder; the Russians have so far invested nearly €1,000 million in Costa Blanca property. The number of Russian holiday homebuyers has trebled since 2010.

My Russian-Ukrainian wife, Nadia now feels as much at home here as I do. In fact, her skills as an English / Spanish to Russian copy translator keep her busy.

According to the College of Property Registrars, Russian and French buyers pushed British buyers into third place. Russia’s economic prospects are far healthier than the European Union’s. Often forgotten, most people in the affluent former Eastern Block states also speak Russian.

The Russian speaking population is 142 million. If we include non-Russians but familiar with the Russian language, this figure rises to 350 million Russian speakers. To put things in perspective there are far more Russian speakers on our doorstep than there are English speakers in the United States. The Russian economy is doing better too.

Although the Russian Federation is by far the world’s largest country, it is virtually landlocked. Unlike the Americans and Western Europeans, Russians have no natural access to a sub-tropical climate and lifestyle.

When affluent Russians want a sub-tropical second home or holiday the Mediterranean countries are the easy option. Spain tops the list. It gets better: If as expected, visa requirements are further reduced, the second language in the Costa regions could be Russian rather than English.

Will this happen? It is happening. Russian speaking big spenders are already pouring into Finland, the Baltic States, Poland, and London, Slovakia etc. They are doing so because they are desperate to take advantage of the buoyant rouble. Retailers in Lithuania’s capital city, Vilnius say 40 per cent of their turnover is Russian rouble based.

Russian speakers are big spenders. A popular Costa Blanca restaurant, where the a la carte menu starts at €40, was packed with Russians. Nadia says it was like sitting in a Moscow or St Petersburg Restaurant. Part of Torrevieja has been dubbed Little Moscow.

Anna and Richard Plaster, who recently engaged Nadia to provide their Russian translations, are realists. “The Russian market is the mainstay of our business.” Elizabeth and Paul Jackson of the Beauty Emporium in Benimar say their stall is being laid out for the Russian speakers.

Michael Walsh is a marketing copywriter and editor. His wife Nadia, is a professional English - Russian copy content translator. 662 067 490 or quite_write@yahoo.co.uk

Being unable to see their business through customers eyes can lose more business than the recession. The main cause of revolving door customers is the loss of goodwill caused by badly trained or de-motivated staff.

As fast as business owners generate business they lose it because of poor staff training and sheer bad management. The average customer can reel off a dozen businesses they no longer frequent. When asked why they no longer shop or dine at a business the reason given is they have been offended by poor staff service. It is a self-inflicted recession.

The chairman of a leading U.S. car manufacturer was the first to see the light. He could not understand why Far Eastern competitors were outselling his company’s equally good products. Delegating members of his staff as pretend customers, he sent them to his firm’s dealerships.

When team members reported back he was shocked by the culture of complacency in his firm’s showrooms. The customer-friendly ‘can do’ service provided by Far Eastern competitors told him all he needed to know.

The company chairman aimed to identify the causes of clients’ discontent and to address them before customers defected to the competition. Setting up a team of mystery shoppers, their mission was to identify poor service judged from the customer’s perspective.

He then added a complaints department that actually listened to customers, acted on complaints and identified and dealt with problems so they did not recur. The head of another corporation agreed, “Today there isn’t much difference in products. It is service that counts.”

Business Owners should heed the wise words of the Scottish poet, Robbie Burns: “The greatest gift that God can give us is to see ourselves as others see us.”

I invite business owners to invite their staff to write down the number of services they no longer support. I can think of a dozen businesses I no longer visit.

The main complaints are incompetent, inattentive or surly waiting on staff and poor value for money. Other offenders are town hall and local authority administrative staff. Being a monopoly does not justify an attitude that would not be tolerated in the private sector. If their salaries are sourced from customers’ bank accounts, they have a duty to work to the highest standards of customer service.

Business owners can help build and retain custom by inviting friends, unknown to staff, to give their honest opinion after using their services. By all means, tell the staff of your intentions. In my experience, they respond well when they are involved without threat but are offered rewards for helping to build a customer base and add to their shopping experience.

Michael Walsh has been a sales professional and journalist for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits.

Author of The Business Booster, during 20-years spent with the Guild of Master Craftsmen, he identified, assessed and successfully recruited over 4,000 companies. He is the Business Tips columnist for online media Typically Spanish. Michael Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk

I recall the English tourist who, calling in at a Tipperary newsagents, asked for a copy of his daily newspaper. “And would you be wanting yesterday’s or today’s edition?”

He replied that today’s copy would do fine. “Good,” the newsagent told him. “Come back tomorrow.”

What you read in this week’s newspaper was likely published last week in an online news portal. Like journalists, advertising and marketing gurus are migrating to the online press. Traditional newspapers can still be bought but are a dying species. Printed newspapers have morphed into ad-papers at the expense of news.

Online media like Lithuania Tribune, Typically Spanish, Russia Today, are elbowing printed media to one side. Because online media does not have space issues we get more news, essential information. Advertisers benefit because they get more space for less outlay and they enjoy a far wider audience.

New media brings important news and advertisers marketing information to readers’ attention within minutes of submission. This is especially true when an advertiser has a special offer to announce.

WHY THE PRINTED MEDIA CANNOT WIN

• New Media is free. It is not necessary to go out to purchase a copy.
• 　
• It is updated daily.
• 　
• It can be accessed anywhere in the world.
• 　
• There are no space issues.
• 　
• It provides more news content and relevant information.
• 　
• Online media leaves the environment and earth’s natural resources unharmed.
• 　
• Offers a far wider spread for advertisers.
• 　
• Marketing professionals find online media more cost effective.
• 　
• Online media gets a far quicker news, comment and advertising response.
• 　
• Better and more immediate reader interaction.
• 　
• Because of lower production and distribution advertising rates are more cost effective.
• 　
• Online media lasts longer. At the press of a key you can browse back issues.

Michael Walsh has been a sales professional and journalist for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits. Author of The Business Booster, during 20-years spent with the Guild of Master Craftsmen, he identified, assessed and successfully recruited over 4,000 companies. He is the Business Tips columnist for online media Typically Spanish. Michael Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk

When I first suggested that language translators would go the same way as acrylic records and typewriters, I stirred up a hornets nest. I was playing the Devil’s advocate because I was curious. Why would anyone use a professional translator when Google can do it free of charge?

I got together with natural speakers in their own languages. Together we tested the Google translate system. It was concluded that Google wavered between adequate and abysmal. Why the difference?

If your English is poor or you use shortcuts, for instance using ‘isn’t’ instead of ‘is not’ the translation will raise smiles rather than sales. Avoid slang, euphemisms, anecdotes or words with double or more meanings. Your marketing content will need to be clipped, precise. You should write, as you would pronounce your English to someone whose English is very limited.

The quality of Google translate will also depend on the language you choose. Some languages will always be more difficult than are others. Many words simply do not have a sensible equivalent in another language. They are relevant to a country’s language and have no meaning outside the country. Try telling a Russian you will not be long; to watch his Ps and Qs or tell him the yacht is 30 feet long.

When I used Google to translate Latvian, my Latvian friend could not make sense of it. Russian and Spanish, whilst adequate, would hardly look impressive on a website. A Google translation can be seen a mile off and will raise smiles.

Google translate is acceptable for basic email understanding and exchange. However, it is essential that you’re marketing and website content conveys professional image. Best to use a translator. We already know that just one spelling mistake can halve interest in a service supplier. Why use Google and spoil the ship for a ha‘porth of tar.

Michael Walsh has been a sales professional for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits.

Author of The Business Booster, during 20-years spent with the Guild of Master Craftsmen, he identified, assessed and successfully recruited over 4,000 companies. Michael Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk

The sales close seem to be the most elusive of all sales skills. A mystery to many, the more successful salespersons close with exquisite timing and panache. They seem to score every time. I have even seen books on the subject of The Successful Sales Close.

How I admire the authors of these books. They can turn a six-word instruction into a 60,000-word book. That five-word instruction is a variation of ‘may I have the order, please?’

Iris was a successful sales woman but her triumphs were based on the numbers game and her tenacity. She saw more prospects than others did but her conversion rate was not so hot. Her failing was her inability to close. When it was time to ask for the order her nerves got the better of her.

Another wannabe sales person was so afraid of the ‘curtain call’ that he continued to outline the benefits to avoid getting to the bit where he asked for the order. His nervousness unsettled the prospect to such a point that he usually failed to convert.

A successful salesman of passenger aircraft gave one of the best pieces of advice. Present your product or service and then ask for the order. Simples!

There are variations. You will choose the one that suits you best. From pinning down an appointment to asking for the order, the entire sales pitch is a sales close.  If I were to suggest Tuesday at 2 pm the chances are that my prospect had something else in his diary. It also gave him an open invitation to say no. It is then difficult to recover the situation.

My way was to say, “Tuesday 2 pm is fine by me or Thursday at 6 pm might be better for you?” It is then much more difficult for a prospect to say ‘no’. As a failsafe: “Oh, I have a slot on Wednesday too…”

Most deals offer an option. “Your advertisement in the What’s On supplement focuses on your kind of leisure customers. However, if we place it in the sports section we can get it in this week.” Then the close, “Which would you prefer?”

I have seen salesmen double or treble orders simply by using the ‘which would you prefer’ close. This close avoids a situation in which the client is restricted to ‘yes’ or ‘no’. Given the ‘either - or’ close it is very difficult to say no. ©

Michael Walsh has been a successful commission-only salesman for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits.

He is author of The Business Booster and various company sales and marketing instruction books. During 20-years spent with the Guild of Master Craftsmen, he identified, assessed and successfully recruited over 4,000 companies. Many were Britain’s most successful companies.

The Guild’s patron is The Rt. Hon. Baroness Margaret Thatcher. Its membership base included Rolls-Royce Cars, The Ritz Hotel Group and Parador Hotels (Spain).