The Case Against Raising Your Translation Rates In 2024 (and why it doesn’t hold water)

This post is an updated version of article that originally appeared on the LION Translation Academy blog. It is published here with permission of the author.

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In the ever-evolving landscape of professional language services, new technologies such as neural machine translation (NMT) and generative AI (genAI) have inevitably sparked debates about how we should be pricing our services. Many freelancers and service providers have hesitated to raise their rates out of a deep-seated fear of losing clients. However, it’s crucial to take the time to dissect these arguments and understand why they may not hold up in the context of today’s market dynamics. Let’s take a closer look.

“I can’t raise my rates if I’m using NMT and genAI!”

The advent of NMT massively impacted the field of translation, ushering in new workflows that typically involve leveraging neural networks in the form of machine translation to save time on the drafting stage. And genAI is starting to augment translation-adjacent tasks ranging from lexical research to creative brainstorming—which can also save time. Some platforms, such as Bureau Works, are even adapting NMT output and fixing tags during the translation process to achieve added gains.
Oddly enough, this can give rise to the misconception that utilizing such technologies diminishes the value of the service received by the client.

Yet, from the client’s point of view, if they are receiving their translation faster, isn’t that worth more?

Perhaps if research found that NMT drafting worsened the quality of human translations, there might be some merit to the notion that rates should remain static or even decline. But this does not seem to be supported by the research. Postediting by a qualified professional has been found to yield a translation equal or superior to a human translation from scratch. Interested readers can consult Brian Mossop and colleagues’ masterful book Translation Revision and Post-Editing (page 51), for example, for the research findings on this subject.

Moreover, to extrapolate this reflection to other fields, would you be less willing to pay for the work of an architect who employed cutting-edge software to streamline their design processes and deliver a better (or faster) blueprint? The opposite would be more logical.

In professions such as dentistry and architecture, technological advances often go hand in hand with higher expertise and better overall service quality, justifying higher price points. My dentist has a shiny poster on their door proudly showing off their latest technology and its benefits—and you can bet that it isn’t free.

I believe that it’s important for us as translators and freelancers to recognize the value added by the technologies we use and to confidently adjust our rates accordingly.

Moreover, studies indicate that clients prioritize swift turnaround times alongside translation quality. Here lies an opportunity for professionals utilizing NMT and genAI to offer added value… often at no extra charge! By embracing these technologies, translators can optimize efficiency without compromising on accuracy, thereby justifying normal and expected rate adjustments.

Rather than succumbing to undervaluation, freelancers should stand tall and communicate the added value derived from innovative tech. Elevating rates within reasonable bounds not only reflects competence but also fosters a sustainable ecosystem where expertise is duly recognized and rewarded—just like in any other field.

“Everyone is still reeling from the pandemic!”

The economic ripple effects of the global pandemic continue to affect businesses worldwide. This can cause freelance translators to hesitate to raise rates, fearing potential backlash from financially strained clients. However, it’s crucial to objectively examine today’s changing market conditions.

Despite economic uncertainties, businesses across numerous industries are recalibrating pricing strategies to sustain their own operations amid inflationary pressures. Did you know that many businesses are thriving like never before thanks to the online shift? Our clients are charging their customers more and adjusting to the higher costs imposed by their other suppliers and service providers. A cursory examination of client websites will almost always reveal a prevailing trend of price hikes, signaling a broader market shift. It’s no secret that everything is getting more expensive. It’s expected.

Furthermore, our clients (and their own customers) understand the necessity of fair pricing to ensure service continuity and quality. Businesses must remain viable. Incremental rate adjustments, even when modest, demonstrate a commitment to sustaining service excellence and long-term partnerships.

By better understanding economic realities and helping clients understand the value they are getting, freelancers can continue to inspire trust and foster mutually beneficial relationships.

“But I don’t want to lose my clients!”

Fear of losing clients often deters freelancers from revising pricing structures. However, it’s important to keep in mind that retaining clients isn’t solely contingent on pricing; rather, it hinges on the freelancer’s broader value proposition and their relationship dynamics with the client.

The fact is that once we start working with a reliable service provider, inertia sets in as we develop familiarity and trust over time. A nominal rate increase is unlikely to jeopardize established relationships, especially when accompanied by transparent communication and continued service excellence.

Again, let’s look to other professionals, such as hairdressers or financial advisors. Clients prioritize their reliability and convenience, and as a result they are less likely to leave them in the event of a small or gradual price increase. Ultimately, the logistical challenges of finding another, better service provider tend to deter impulsive decisions and bolster client loyalty. And these habits and relationships typically get stronger and stronger over the years.

Going a step further, translators can also tap into personalized client relationships as a competitive advantage by working with their clients on Zoom, for example. Not many translators are doing this (yet). In fact, one of the most transformative things I coach translators on is how to hold a positive, effective, high-converting discovery call with a prospective client. This alone can completely transform your business and help you charge what you’re worth.

Along similar lines, we often hear today about translators starting to use intriguing new titles, such as “your language partner” or “language consultant,” and for good reason. We need to become more than “smart photocopy machines” and offer complete, personalized, human service if we want to be perceived as essential partners in our clients’ success.

A rising tide lifts all boats

In conclusion, the reluctance to raise rates in 2024 warrants a reassessment of underlying assumptions and market dynamics. Leveraging new technologies, being aware of the economic realities of our clients, and nurturing client relationships are pivotal for staying sustainable—and frankly, for staying in business.

Change is inevitable. Why not embrace change as an opportunity for innovation and for uncovering and delivering new forms of value? By taking our cues from other professions, better articulating what we offer to clients, fostering deeper relationships, and judiciously adapting our pricing to continue to serve clients well, we translators can also navigate market uncertainties and thrive in the age of AI.

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About the Author

Joachim Lèpine (Joe) was born into a French-speaking family in Belgium and grew up in the USA before moving to Quebec in 2006. He holds a bachelor’s degree in translation and a master’s degree in education, and he has translated for a myriad of prestigious clients in Quebec and abroad. Joe has taught French-into-English translation and related courses at Université de Sherbrooke ​and trained for NATO, the United Nations, the European Commission, OTTIAQ, Magistrad, Editors Canada, the Translation Bureau, ITI (UK), Training for Translators (USA), and many others. He is the cofounder of LION Translation Academy, which trains translators and translation teams to thrive in every area of their practice.