Translation is the name of the game for The Tool Connection
TWO Warwickshire companies have succeeded in taking advantage of export opportunities in Europe and beyond.
Tool manufacturer and distributer, The Tool Connection, is experiencing strong growth in its business after looking to broaden its export markets.
The Southam-based business supplies to automotive wholesale outlets, motor factors, independent retailers, hardware stores and van sales across Europe. Exports make up 25% of sales currently but this is expected to increase over the next few years.
Marketing manager, Wendy Braybrook said: “One of the challenges of developing overseas markets is the language barrier. People may think that English is a world-wide language, but the products we are dealing with have technical names that even native speakers won’t necessarily know unless they are an industry specialist.
“Accurate translation is important; if people order the wrong product because of an inaccurate description, it costs us money in returns as well as giving a bad impression to our customers. It may even have health and safety implications if we get it wrong.”
The Tool Connection has five different brands with 6,000 lines ranging from engine timing tools to socket sets. The company exports to 65 different countries and each product requires a description in 10 different languages (German, French, Italian, Dutch, Spanish, Portuguese, Polish, Hungarian, Russian and Romanian) which is used on packaging and online. Full product instructions are available for their customers to download in six key languages (French, German, Dutch, Italian, Spanish and Portuguese).
Correct translation is therefore vital but the company has to ensure it can respond quickly to demand.
“In an increasingly competitive environment, speed to market is crucial to maintaining and growing our market share. When we have a new product, we have to get it into stock as quickly as possible, or our customers will go elsewhere,” added Ms Braybrook.
The firm has liaised with Leamington Spa-based Comtec Translations to support its needs.
Ms Braybrook said Comtec, which has been providing translation services for 30 years, had understood exactly what was required and its translation services had been vital I helping the business secure growth.
“They immediately understood the need for speed and identified areas where time could be saved. They work with our in-house designers directly, working with extraction translation and reinserting it straight into the Indesign software,” she said.
“This cut time in the translation process by half compared with the laborious copy-pasting routine our previous translators were using, allowing us to get our products to market quicker, therefore generating more sales.”
Sophie Howe, managing director, Comtec said: “For businesses to be competitive and seriously build their international profile, they need to communicate in their customers’ own language. The Tool Connection isn’t holding back on investing in their language capability and they are now reaping the rewards.”
