Instead of associating consumers with what they do like other computer makers, Lawless pointed out, Apple introduces itself by saying that "everything we do challenges the industry we are in, and we do that by making products beautifully and user-friendly."

As a matter of fact, when people communicate with each other at the level of "how" and "why," they always find it much easier to reach mutual understanding, because all human beings have the same emotions regardless of different cultural contexts.

Beyond that, Lawless insisted that language service providers should remain socially sympathetic with their potential customers. In other words, people always buy from other people who believe in what they themselves believe.

"Language service companies should let customers know they believe in the value of localization and the power of technology, which can make their work as effective, fast and good as they possibly can," Lawless argued, stating that this course of action was more advisable than attempting to lure customers with low prices.

Price vs. quality

Just like what has happened to many Chinese manufacturers who have tried to acquire greater market share by lowering prices, price competition is the fastest and surest way to kill profits and business in the language service industry.

"One of the biggest problems language service providers face is they are always trying to provide the cheapest offer. However, the fact is the more you charge, the more people respect you," Lawless noted, suggesting that companies in the trade should stop business with customers who don't pay what the services they receive are worth.

He opined that customers attracted by low price always have next to no brand loyalty and that it's difficult to satisfy those who take price as the major factor in making choices, and they are always prepared to turn to other service providers with lower prices.

Nonetheless, in the eyes of customers, a higher price does not necessarily mean higher quality. According to a recent survey by Common Sense Advisory, a Massachusetts-based market research company, 60 percent of consumers and 50 percent of language service providers didn't agree with the argument that quality is in direct proportion with price.

Companies should assure their customers that if they pay higher prices, more attention will be paid to the localization of terminology, better translation tools will used, and more sophisticated translators and more advanced technologies will be recruited in the work, said Donald A. DePalma, founder of Common Sense Advisory.

Aside from an underdeveloped business model and price competition, the development of China's language service industry has been undermined by other problems, such as regional imbalance and the shortage of well-trained professionals. To advance, it is certain to face an uphill battle.

Email us at: dengyaqing@bjreview.com

The Translators Association of China

Founded in 1982, it is the only national association in the field of translation in China, functioning both as an academic society and a trade association.

As an organization for translators and interpreters, in addition to people devoted to the promotion of the profession, the association engages in research, training and academic exchanges, and focuses on improving the self-discipline and regulation of the translation industry, protecting the legitimate rights and interests of translators and interpreters, and facilitating exchanges and cooperation.

Made up of institutions, enterprises, associations and individuals engaged in translation, interpretation, localization and terminology, the association has group, institutional, corporate and individual members across the country and beyond.

(Source: www.tac-online.org.cn)