Fonte: Terra.com

Communicating clearly is one of the basic principles for anyone wanting to be successful in the business world, especially if we consider the current globalized scenario, where companies find fertile ground for expanding their operations into different countries. To give you an idea, importing and exporting activities moved around $86 billion in the first quarter of this year worldwide, according to data from the Brazilian Ministry of Industry, Foreign Trade and Services (MDIC).

In light of this scenario, being able to communicate at an excellent level in more than one language is a vital issue. It’s no wonder that a recent survey conducted by the international consulting firm Common Sense Advisory indicated that 75% of consumers prefer to buy products and services in their own native language. “That’s where translation services come into play as an entryway to the world of globalized business,” states Aleksander Honma, Director of Netwire.

According to him, a quality translation has the power to overcome barriers and bring companies closer to their target audience. On the other hand, low quality material can negatively impact business, leading to miscommunication and consequent rework, missed deadlines and decline in the company’s sales and revenue, aside from other problems such as the need for product recall, fines for non-compliance with local rules, etc.

“The major challenge in this field is to make companies aware of this, because the market is highly fragmented and translation is often seen as a simple activity or a commodity, which is not the case,” says the executive.

Honma explains that professional translation agencies like Netwire use technology as an ally to the human factor and adopt a strict process, which involves the work of specialists in various areas, such as translators, editors, project managers, DTP experts, etc. The quality stages, performed by different people on the same project, minimize the risks of delivering material to the client containing any errors.

As a result, the services offered by these agencies end up more expensive than, for example, a provider who views translation as an isolated activity or who works autonomously. “There is a big difference in both the price and the service offered between the two. The main impact on companies that choose a translation partner based solely on price is that they run the risk of receiving material that may work against their main objective. In the end, the cheap option can end up quite costly,” says Honma.

Joining forces with the Purchasing department

To resolve this deadlock, Netwire’s Director advises that companies spend some time getting informed, to better understand the differences between services available in the market and, more importantly, for the translation user to get involved in the purchasing process.

“At major companies, the Purchasing Department is often responsible for hiring this kind of service for other departments. If the buyer sees translation as a commodity, he/she will be very likely to choose a service provider based solely on price, which doesn’t always represent the best service or the best cost/benefit ratio. What’s more, the problems that may arise during a translation aren’t always immediately apparent or perceived. The negative impacts may only arise later on, making it harder to identify translation directly as the root cause,” he adds.

The ideal, according to Honma, would be for the user to indicate some evaluation points to be considered in the search, such as: the scope of contracted service, process adopted by the provider, the provider’s infrastructure in terms of technology, know-how, production capacity, file backups and assurance of information confidentiality.

“Global brands today understand this importance and value quality translation. The next step is to make other companies understand that a good translation is a key element for those aiming to stand out in the market and expand their operations confidently,” the executive concludes.

About Netwire

Created in 2000, Netwire is a multilingual solution enterprise that provides translation and localization into any language. With offices in Brazil and Argentina, the company serves approximately 25 market segments and has a network of hundreds of native translators, specialized in different business fields and residing all over the planet. In the past five years alone, Netwire processed over 110 million words, delivering an average of 400 projects per month. The company’s work methodology allows it to deliver high-quality translation services, which has drawn and earned the trust of major companies around the world.