Buying translations is not always as straightforward as it may seem. One of the problems is that, unlike many other services, the quality of a translation can be difficult to judge, particularly when the person buying it does not speak the target language. By the time someone discovers that a translation is poor, it may be too late to do much about it. Correcting a badly translated document is often more difficult than translating it properly in the first place, and the results are not always entirely satisfactory. If the problems are discovered shortly before publication, deadlines may be missed. And if they go unnoticed, the company's image may suffer.
Over the years, I have had the opportunity to see the translation business from different perspectives, and I have often wondered what I would look for if I were buying translations rather than providing them. There is certainly no shortage of suppliers to choose from. The industry includes independent translators, small specialized agencies, local companies and large international organizations with offices in several countries. Setting up a translation agency is relatively easy; consistently delivering good translations is another matter. There are excellent independent translators and less capable ones, just as there are excellent agencies and others that leave much to be desired. Size, in itself, tells us very little about quality.
Of course, not all translation buyers have the same requirements. Someone who needs a personal document translated into one language is in a very different position from a multinational manufacturer translating technical documentation, software and marketing materials into twenty languages. What makes sense for one client may be completely inappropriate for another. For this reason, I do not think there is a single formula for choosing a translation supplier.
Nevertheless, if I were to put on my buyer's hat, while keeping the experience I have gained as a translation service provider, these are the ten things I would consider. I have arranged them roughly from least to most important, although their relative importance will naturally depend on the circumstances.
Size. I would not be particularly impressed by the size of a translation agency. A large company may have more resources, but that does not necessarily mean that the translations will be better. Smaller agencies can offer excellent service, sometimes with greater personal attention. On the other hand, large agencies may be better equipped to handle very substantial multilingual projects. I suppose the question is whether you would rather be an important customer of a small company or a relatively insignificant one of a very large organization.
Centralization. For companies that regularly translate into several languages, working with a single supplier can offer considerable advantages. There is one point of contact, fewer administrative tasks, a common approach to terminology and a consistent quality control process. It can also simplify the management of translation memories and reference materials. However, I would want to be sure that the chosen supplier really has the capacity to manage all the languages and subject areas involved.
Flexibility. Every company has its own way of working. Some prefer to outsource the entire translation process, while others have people in their local offices who review the translations before publication. Some need their supplier to work directly with their files or software, while others simply want translated documents delivered in a particular format. A good translation provider should be willing to adapt to these requirements rather than expect every customer to work in exactly the same way.
Range of services. I would check whether the supplier can provide all the services I am likely to need. Translating a Word document is one thing, but what happens when I need to localize a software application, translate an online training course, prepare subtitles or work with complex desktop publishing files? Having a supplier who can manage these different tasks may save a great deal of time and unnecessary coordination.
Technological capacity. Computer-assisted translation tools have become an essential part of professional translation, particularly for technical documents and recurring projects. Translation memories can improve consistency, avoid translating identical sentences repeatedly and reduce costs over time. I would certainly want to know which tools my supplier uses, how terminology is managed and whether the savings resulting from these technologies are passed on to the customer.
Specialization. This is where things start to become particularly important. A translator who is excellent at translating financial reports may not be the right person to translate an industrial maintenance manual. Every sector has its own terminology, conventions and particular difficulties. I would look for a supplier with experience in my industry and ask for examples of similar work or references from other customers. A translation company cannot be expected to know everything about every subject, but it should know how to select the right people for each assignment.
Quality control. I would want to understand what happens to my document between the moment I send it and the moment I receive the translation. Is the text reviewed by a second linguist? Are terminology and consistency checked? Is there a final check of the files before delivery? And, perhaps most importantly, which of these steps are included in the quoted price? Two suppliers may offer apparently similar services while following very different procedures. This is something worth clarifying before awarding a project.
Continuity of translators. In my opinion, this is one of the most frequently overlooked aspects of translation quality. Even a very good translator needs time to become familiar with a customer's terminology, products and preferences. Someone who has been translating for the same company for several years will usually have acquired knowledge that a new translator simply does not possess. I would therefore ask whether the agency works with a stable team of linguists and whether the same people are likely to handle my projects over time. Constantly changing translators may be cheaper in the short term, but it does little to encourage consistency.
Transparency. I would like to know who is actually doing my translations, even if I do not necessarily need to communicate with the translators directly. I would also expect the agency to be open about its procedures, its use of translation technology and the way it calculates prices. If a translation memory contains a large number of repeated segments, for example, I would want to understand how this affects the quotation. Transparency helps avoid misunderstandings and makes it easier to develop a good working relationship.
Trust. I have deliberately left this until the end because, for me, it is the most important consideration. I would want to feel that my translations were in good hands. That means having confidence that deadlines will be respected, that problems will be brought to my attention rather than concealed, that the agreed quality standards will be maintained and that the price will be fair. Trust is not something that can be demonstrated in a sales presentation. It develops over time, through experience and through the way a supplier responds when things do not go quite as planned.
You may have noticed that I have not included price among my ten criteria. This is deliberate, although it certainly does not mean that I consider price unimportant. On the contrary, translation buyers have every reason to compare quotations and expect competitive rates. But I think it is essential to understand exactly what is being offered before comparing prices. A translation that includes professional revision, terminology management and careful file preparation cannot necessarily be compared directly with one that includes none of these things. The cheapest quotation may be the best choice in some circumstances, but it may also turn out to be the most expensive once corrections, delays and additional work are taken into account.
Ultimately, choosing a translation supplier is not very different from choosing any other professional service provider. Technical competence matters, but so do reliability, communication and the ability to understand the customer's needs. If I were a translation buyer, I would certainly look for a company that offered good quality at a reasonable price. But, above all, I would look for people I could trust and with whom I would feel comfortable working for many years.
Eloy Ferrer
ASSERTIO Language Services