I don’t remember who suggested to me that I subscribe to Jeffrey Gitomer’s newsletter, Sales Caffeine. Whomever it was, I’m grateful. Selling is certainly my strong suit, yet it is something all of us who freelance or have our own company have to do.
Gitomer has written several books on selling, and markets them through his web site and newsletter. But the free articles in his newsletter are already great value, with good, no-nonsense advice.
A case in point from a recent article:
The secret of selling is four words: perceived value and perceived difference. Two of the four words are the same: perceived.
If your prospective customer perceives no difference between you and the competition, and perceives no value (better stated, a greater value) in what you're offering, then all that's left is price - and you will most likely lose the sale. Or if you win the sale, it will be at the expense of your profit.
Excellent advice: if we can offer better value to our customers and prospects, the fact that our rates are higher than most, won’t matter. It’s only if we cannot offer better value (or if we cannot explain why what we offer is better value) that we’ll suffer from price pressure on translation rates.