Over the last year, we’ve been publishing articles that focussed mainly on translation and communication related areas. We also put together a case study highlighting the undeniable benefits of contracting translation services, as opposed to using the company's own employees.
We'd like to take this even further. We know that the reality of the business environment is always the best barometer for the management decision outcomes, so we thought we’d hear what business people have to say about the role of translation in a company's internationalisation.
Today we start a round of conversations with people in charge of marketing, strategy and management, cultural and development agents from a range of organisations and entities, among others. They will be published from time to time and will show the Portuguese reality in this area.
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We start with the example of a company that invests strongly in the exportation of its products and that has already come a long way along this path.
We were talking to Inês Frazão, Marketing Manager of Fravizel, S.A., who told us about the company’s activities and about how important translation services are in the chain of processes necessary to provide good customer service.
Hello Inês, good morning. Please tell us a little about Fravizel, it’s journey and its mission.
Fravizel is a metalwork and engineering company that was founded 34 years ago. We manufacture accessories and machines for the natural stone, construction, forestry, sea ports and general industries. Our mission is to make our clients’ work easier through quality, innovation, aftersales service and environmental sustainability. We have our own certified quality management system. We belong to the PME Innovação (SME Innovation) network and to the Portuguese Cluster of Natural Stone. We also adhere to the CE marking standards on the machines we develop.
Fravizel currently exports to several countries, doesn’t it? Which countries does the company work with?
We already export, directly or indirectly, to over 38 countries. Mainly Europe, African countries and Brazil.
I understand that the company regularly contracts translation services. How important are these services in the company’s internationalisation?
Adapting to our target market is becoming more and more essential. Clients want all documentation and even the machinery software in their own language. It’s vital that we adapt nowadays. Not just in the marketing stage, but also during the sales, machine usage and aftersales stages. Our machines have to be user friendly and therefore have to be in the clients’ language.
Do you think the translator is a key element for successful communication?
All communication channels must ensure their messages are optimised to the maximum and targeted to the client. “Doing business without communicating is like winking at a girl in the dark.” Communicating in way the client doesn’t understand is even worse. It’s investment with no return. A translator is an essential asset in a company.
Lastly, what advice would you offer to companies that still haven’t discovered the potential of working with translators, as specialists in the language and culture of the end client?
As our director puts it, those who are globally-oriented have to think in .COM and act in .PT. In other words, we have to think globally and act locally, adapting to each market. Don’t run the risk of not reaping a return due to lack of communication.
Thanks for your time and good luck with the business.