LSP Sales & Marketing Training

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LSP Sales & Marketing Training

LSP Sales & Marketing Training


LSP Sales & Marketing

Mastering the Business of Language


“The purpose of business is to create and keep a customer”. – Peter Drucker.

This 4-session, online interactive training course has been developed to provide a detailed summary of sales and marketing processes for Language Service Providers (LSPs).

We will provide the latest tools, frameworks, and a baseline understanding to help managers assess and improve the sales and marketing performance of their LSPs. Everything we present is backed by research from Slator and has been developed specifically for the language service industry.

This course is part of a wider program under development by Slator covering all aspects of LSP business administration. We deliver a mixture of the leading thinking in management technology partnered with the latest localization industry research.


Sales is at the heart of every organization. When you started your LSP sales was everything. As your business grows it’s important to create a coherent plan based around delivering value to your customers and do not leave this vital part of your business to chance.

Profits come from your customers and not your products. The way customers are managed will have an immediate impact on your company’s profits, value and sustainability.


Why this training?

  • Give your business the competitive edge when it comes to sales and marketing. Learn how to market and sell value in the localization industry.
  • This course will boost the performance of your sales and marketing investment. To grow your LSP you’ll need to acquire, develop, delight and retain customers. This unique training will take you through a program we’ve developed specifically for the language industry to teach you how to do just that.
  • Built on industry leading research from Slator and delivered by localization veteran Richard Brooks, this training is not available anywhere else.
  • Together we will look meticulously at how localization customers buy, how to sell language services, development of marketing plans, and how to maximise value from key customers in your business. With just one session each week, this training is designed to fit around existing work and personal commitments. You will finish the course ready to create a plan to increase profitability and revenue within your own company.

Intended Learning Outcomes

LSP Sales & Marketing Training is designed for senior managers in LSPs who want to improve their marketing and sales capabilities. It’ll be easy to understand and contain practical insights.

The content of this course will enable you to:

  • Develop and apply a Sales & Marketing Strategy and Plan for your LSP.
  • Evaluate current customer relationships and sales plans and make recommendations as to how and when to apply each concept to improve the organization’s profitability.
  • Make sound decisions about how to build and manage an effective Sales and Marketing operation.

Teaching and Learning Methods

The learning in this module is primarily delivered by semi-formal lectures, case study discussions, pre-reading material, and group and individual work spread over 4 sessions with periods of independent study between each session. We will ask you to develop your sales strategy and actions plan in a risk free environment before they are rolled out. Session 4 will provide you with 1-on-1 feedback on your plan to help you increase your profits and grow your business.

Session 1. An Introduction to B2B sales and marketing – Ending the War Between Sales and Marketing, Procurement, Sales, Marketing
Session 2. Practical Guide to Marketing an LSP – Digital Marketers Toolbox, 2022, Personas, Content creation process, Using AI to create content
Session 3. Practical Guide to Sales in an LSP – Pipeline, Sales leadership, Sales recruitment, Reward and Commission, Lead Generation, Sales tools
Session 4. Your Sales and Marketing Plan, Trainer’s Feedback on it – Your plan will be specific to your company. It can take the form of a Marketing plan, Sales plan, Account development plan or a mixture of all (templates will be provided). One-to-one coaching session to assess your milestones of the created plan, hoping that you can take what you learned and apply it to your business in order to make many multiples on your investment in this training.


Led by Richard Brooks, LSP CEO for 25+ years, Business Coach, Management Trainer & Executive Educator, Mentor, Volunteer, passionate about international business and leadership, this training course is ideal for:

  • Small and medium LSP Owners, Managing Directors and General Managers
  • Senior Managers who want to improve their marketing and sales capabilities
  • Larger LSP Sales and/or Marketing Managers
  • Rising star Marketing or Sales Managers growing into leadership roles
  • Business Development Managers
  • Business Growth Strategists/Managers


The Timetable

3 interactive online learning Sessions and accompanying 3, 12, 6 plan assignment to be assessed 4-5 weeks after during a one-to-one coaching Session.

Session 1: Wednesday, June 28,  3:45-6pm CEST | 9:45am-12pm ET
Session 2: Wednesday, July 5, 4-6pm CEST | 10am-12pm ET
Session 3: Wednesday, July 12, 4-6pm CEST | 10am-12pm ET
Session 4: One-to-one meetings as of Wednesday, August 14

Time required for self-study before and between the Sessions: 2 hours

Successful graduates will receive a certificate of achievement.


Ticket Price

General admission: $ 1,100 – a copy of the Slator Pro Guide: Sales and Marketing for Language Service Providers is included (to be sent by email after the registration completion and ticket payment)

Sales and Marketing Pro Guide owners and Slator Pro and Enterprise Subscribers: $ 900. Please contact Deppy Nikolaidou or Andrew Smart for your Promo Code.

Discounts are available for a Group Ticket of 2 or more from the same company (for 6 tickets or more, please contact us) and for SME LSPs (please contact us).

This 4-session, online interactive training course is limited to 20 seats with some already reserved, so, if you are interested, we invite you to register as soon as possible. Contact Deppy Nikolaidou in case of questions.



The Trainer

Richard Brooks

With over 25 years in the localization industry, Richard Brooks has held key management roles and made significant contributions to the field. Serving on executive boards for prominent organisations such as the European Language Industry Association and the Association of Language Companies, Richard has travelled to over 40 countries and primarily worked in international settings.

As visiting faculty at the esteemed Cranfield School of Management, Richard focuses on strategic sales and key account management, both teaching and conducting research. He is also a distinguished fellow at the Institute of Sales Professionals, a senior advisor for Slator, and a business mentor and investor with the Impact Central program, aiding startups in overcoming growth-related challenges. These accomplishments highlight Richard’s diverse experience and skill set, making him an invaluable asset to organisations and entrepreneurs.

Richard now runs his own consulting firm, specialising in sales process optimization and business management. To learn more, visit


Here’s the February 2023 Training participants feedback:

“Exceeded my expectations and I learned a great deal from Richard. The training was smoothly and timely conducted and coordinated, packed with tons of useful value, insights, and relevancy. Loved it from A-Z.”
President, LSP

“The material was good and very well presented. I enjoyed it, learned some things that I am already starting to implement and met others in the LSP industry.”
Philip Pittsford, Director of Sales, Interpro Translation Solutions, Inc.

Here’s what Richard’s audience has said:

“Highly knowledgeable and engaging facilitator! A great teacher is everything!”
Karine C. St-Onge, Director, Language Services, Chartered Professional Accountants of Canada

“I’ve had the pleasure of knowing Rich for a number of years, and have seen him speak at multiple events. Without a doubt, I can say that he is one of the most knowledgeable and inspiring speakers in our industry, and I will always go out of my way to attend sessions that he presents. And when we were on the board together for one of our industry associations, his leadership skills shone through during the many successful initiatives he led. Anyone fortunate enough to have a chance to collaborate with him would be smart to take advantage!”
Rick Antezana, CEO, Dynamic Language

“I have been in many of Rich’s lectures over the years and he is simply the best. A clear thought leader in the language service industry with an easily digestible presentation style that is always humorous and valuable. A session with Rich helps you create a meaningful strategy around some of the more complex business challenges that we face and he helps make sense of the field. Do not miss this speaker. Would highly recommend!”
Craig Buckstein, CEO, Geneva Worldwide

“I had the pleasure of serving on the executive committee of the Elia Board of Directors together with Richard. Apart from the fact that Richard has always been a very pleasant and trustworthy business partner, his knowledge about our industry and the niche he is working in, is unprecedented. During his training sessions and speaking engagements, he manages not only to educate even the veterans in our industry but also to captivate the audience with his eloquence. He is a great asset to have as part of any relevant industry program.”
Clio Schils, Former President Elia and VP Global Life Sciences, Elia / CQ Fluency

“Myself and Rich have developed and delivered workshops on sales, marketing and business management. His content is always engaging, onpoint and relevant to any growing business. His work is underlined by actual insights and even the most experienced sales, account and leadership teams demonstrably gain a huge amount from working with him.”
Bruce Storey, Managing Director, Thyme Healthcare


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