Translation services: account expansion
Use this account expansion exercise to explore an additional need only after establishing that the existing work is useful. You are discussing a translation and terminology review project with a marketing manager publishing in a new market. The point of the practice is to make a useful decision together, including recognising when the offer is not a fit.
Identify a genuinely useful additional scope or decide that expansion would be premature.
The situation
In this fictional brief, the same product terms are translated inconsistently across materials. The buyer wants a reviewed translation with an agreed terminology glossary. Your offer is a translation and terminology review project, but you must first establish whether its scope addresses the actual need.
A relevant delivery constraint is that the client must identify the intended audience and final reviewer. Treat that as a fact in the exercise; do not remove it to make the sale easier.
| Your counterpart | a marketing manager publishing in a new market |
|---|---|
| Offer under discussion | a translation and terminology review project |
| Evidence available | a short translated sample with reviewer comments and terminology decisions |
| Terms to clarify | Define language variant, word count, file formats, review rounds and specialist checks. |
How to approach account expansion
A useful question for this stage: “What is different about that team’s requirements?” Ask it when the conversation creates a reason for it, rather than reciting every question in order.
- Review the current result. Ask permission to explore a related need. Treat the new scope as a fresh discovery process.
- Ground the discussion in the buyer’s work. Ask: “Which product terms must stay consistent across every customer touchpoint?” Listen for a concrete example before making a claim.
- Use evidence relevant to the decision: a short translated sample with reviewer comments and terminology decisions. Explain what it demonstrates and what remains unverified.
- Identify a genuinely useful additional scope or decide that expansion would be premature.
An industry-specific concern
Buyer: “An automatic translation is almost free.”
Possible response: “It may be useful for a draft. Let us compare the audience, consequences of errors and the level of human review the material needs.”
Why this response helps: it acknowledges the concern, brings the discussion back to a verifiable requirement and leaves room for a different decision. Adapt the wording to what the buyer actually said.
Run the practice
- Prepare for two minutes. One person takes the seller role and one plays a marketing manager publishing in a new market. Read the offer and constraint separately from your preferred answer.
- Have a five-minute conversation focused on explore an additional need only after establishing that the existing work is useful. The buyer should answer consistently with the brief and ask for evidence when a claim is vague.
- Add this challenge: A senior sponsor wants a wider rollout but the current users still have unresolved issues. Make those dependencies explicit.
- Pause for feedback. Quote one useful question and one missed opportunity. Repeat the difficult exchange using a different response.
- Finish by writing the actual agreement. A sensible option, when it fits, is to translate a representative sample and agree the review standard. A clear decision to pause is also a useful outcome.
What to avoid
| Common mistake | Using customer loyalty as a reason to skip qualification. |
|---|---|
| A stronger direction | Before extending this, we should check the new team’s goals, constraints and decision process. |
| Scope and claim boundary | Do not claim legal certification or native-market validation unless provided. |
| What to measure in real work | consistency with the approved glossary and resolution of reviewer comments. Establish a baseline and definition before interpreting a change. |
An example conversation
Is there another team or workflow facing a similar problem, or should we focus on improving the current one?
Our concern is that the same product terms are translated inconsistently across materials. Also, the client must identify the intended audience and final reviewer.
Which product terms must stay consistent across every customer touchpoint?
An automatic translation is almost free.
It may be useful for a draft. Let us compare the audience, consequences of errors and the level of human review the material needs.
What is different about that team’s requirements?
Your working sheet.
Make the exercise your own. Notes are saved in this browser when storage is available. Download a copy to keep; avoid confidential information on a shared device.
Example: the same product terms are translated inconsistently across materials; the client must identify the intended audience and final reviewer.
Example: What is different about that team’s requirements? Industry question: Which product terms must stay consistent across every customer touchpoint?
Example: a short translated sample with reviewer comments and terminology decisions. Do not claim legal certification or native-market validation unless provided.
Example: Propose a clear next step, such as: translate a representative sample and agree the review standard. Confirm the owner and date.
Review your work
This is a reflection checklist, not an automated assessment.
Questions
Who is this translation services exercise for?+
Can I use the example as a script?+
How should I assess the result?+
Fictional training scenario. The dialogue illustrates response choices; it is not a customer testimonial or a record of a real sale.
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