In a recent episode of Lion People Global’s “End Game: Growth Solutions Masterclass,” Larry Gould, Founder of thebigword, discussed the importance of sales in language service companies. He emphasised the significance of creating an “irresistible” company, which ultimately leads to more business and success.
“Irresistible means too tempting and too attractive to resist,” Larry explained. He went on to talk about how his company’s emphasis on irresistible qualities has helped them stand out in the industry. For instance, they prioritise offering top-quality translations using state-of-the-art technology, employing the best linguists, and delivering work faster than competitors.
Larry shared that they pay their linguists every two weeks, rather than the industry average of every three months, which has made working for his company particularly attractive. He said, “It’s irresistible that we have the best linguists because we pay our linguists actually every two weeks.”
Larry says that businesses should focus on understanding what makes them irresistible and then convey that to their clients. “When you say to them, you should use my company because it’s irresistible, you have to tell them,” he said.
In order to determine what is irresistible about your company, it’s crucial to listen to your clients and understand their needs. “What is their dream service? What do they want? What is missing?” he asks. Larry says that by asking these questions, you can help identify your clients’ pain points and then offer a solution they find irresistible.
However, Larry says that not all entrepreneurs excel at sales, but they don’t have to. He emphasises the importance of partnering with people who have the skills you lack, such as sales or finance. In addition, he recommends monitoring your sales team’s activity, as sales can be a lonely and challenging job.
Ultimately, Larry’s insights highlight the importance of creating an irresistible language service company. By understanding your clients’ needs, offering top-notch services, and communicating your company’s irresistible qualities, you can transform your business and achieve greater success.
If you want to know more about this area, visit Lion People Global’s website where you can watch back our M&A Talks series of videos and fill out a questionnaire that entitles you to one hour’s free consultation on getting a LSP or language tech business ready for sale.