Q&A With an Expert – Deciphering the Mind of a Localization Buyer with Julio Leal

There is no right or wrong when selling translation services, but there are certainly some do’s you should try and some don’ts you should avoid at all costs. This Q&A session will guide you through each of them to help your sales teams become more successful in their day-to-day activities.

This workshop is part of our series on Buyer Personas which includes events on developing/applying buyer personas, creating buyer personas with your colleagues, and opportunities for Q&A sessions with experts who are buyers of language services.  

Who the workshop is for:

There is a general misconception that buyer personas are useful only for marketing people. We find that they are useful for anyone in a client-facing role. This workshop is intended for sales, marketing, customer success and account managers, but also project managers and solution architects at language service and technology companies. Whether you are a seasoned professional or a rookie in the business, you will walk away with new ideas and fresh insights. 

Topics in the workshop include

  • Profiles of a localization buyer
  • Effective elevator pitches
  • How to raise interest in your company
  • Red flags to avoid

Main takeaways

  1. Identifying solid potential localization buyers
  2. Avoiding going-nowhere engagements
  3. Learning how to adapt your sales conversations based on your lead’s profile

Pricing

Bring up to three colleagues with you when you register. We have found that it is beneficial for a company to send a group of attendees to the buyer persona workshops, in order to facilitate a company-wide understanding and agreement on who your buyer persona actually are. Work together and collaborate in groups. The price of a registration allows for a maximum of 4 people from your group:

  • Price for a group of 4, non-Nimdzi Partners: 599.50 USD
  • Price for a group of 4, Partner Associations  (20% discount, use the code AssociationPartner when registering) 479.60 USD
  • Price for a group of 4, Nimdzi Partners (40% discount, use the code NimdziPartner when registering): 359.70 USD

About the workshop: There is no right or wrong when selling translation services, but there are certainly some do’s you should try and some don’ts you should avoid at all costs. This Q&A session will guide you through each of them to help your sales teams become more successful in their day-to-day activities.

Meet your instructor

Julio Leal

Julio Leal was the Head of Localization at Ciena from 2010 until December 2020. With a degree in Translation & Interpreting from the University of Granada, Julio started out his career in 1999 on the vendor side of the language industry. After working for a number of different translation companies, he moved to the client side in 2007, when he became an in-house Production and Localization Manager at SAP. In 2010, he took on his role at Ciena, where he led the company’s localization efforts from his remote office in Málaga ever since. In parallel with his work at Ciena, Julio went on to obtain a degree in Web Globalization Management from Saint Louis University, a degree in Global Marketing from the Thunderbird School of Global Management, an MBA and, most recently, an executive program in Digital Team Management from IESE. He also contributes to industry publications and speaks at industry events.

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