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Your Sales Team Speaks Localization.

Buyers Now Speak Business

AI is changing what buyers expect from language services partners. This workshop teaches your team the language of business outcomes.

Every Tuesday, starting September 7
$1,500 for 4 sessions
90 minute sessions
Limited to 12 seats
Reserve your seat Explore the program
Workshop Structure

4-Week Sales Program

This is not a passive webinar series. It is a 4-week, hands-on program built around practical sales exercises and applied work.

You will learn to:

  • Identify stronger account signals
  • Improve strategic prospecting
  • Ask better discovery questions
  • Engage stakeholders beyond localization teams
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Market Intelligence

The Market is Rapidly Changing, is your Commercial Team Evolving Fast Enough? 

AI is changing the solutions providers offer and how they position them. For LSPs moving into global content solutions and other innovative offerings, it’s essential commercial teams also evolve. Participants will understand the new market dynamics, as well as how to speak to business outcomes as they prospect and engage with teams beyond localization programs.

Based on CSA Research advisory work, market observations, and buyer-side trend analysis.
01

Adapting Commercial Strategy for AI

The market doesn't need more philosophical discussion about AI. It needs grounded, useful guidance that helps people adapt and grow.

02

From Delivery Metrics to Business Outcomes

Executives are looking for measurable business outcomes, not just language delivery metrics. Outcome thinking is now essential.

03

Repositioning Language Services Around Value

We must evolve from positioning language services to positioning broader organizational solutions tied to globalization and CX.

4-Week Journey

Agenda & High-Level Structure

A comprehensive 4-week workshop designed to build progressive sales capabilities. Each session builds directly upon the last.

Week 01

Why Traditional Localization Sales is Struggling

Understand why the market has shifted and learn how to speak the language of business.

  • — How AI is changing the economics of language services
  • — Why buyer expectations are shifting
  • — How to move beyond price and volume conversations
Week 02

How to Find Better Opportunities and Start Better Conversations

Discover how to identify strategic signals and build stronger prospecting approaches.

  • — Identifying account signals that indicate opportunity
  • — Understanding globalization maturity
  • — Building stronger prospecting hypotheses
Week 03

How to Talk to Executives About Business Problems

Master consultative discovery techniques to engage stakeholders beyond the localization team.

  • — Executive-level discovery conversations
  • — Stakeholder mapping
  • — Navigating complex buying environments
Week 04

ROI-Driven Narratives: Turning Client Challenges Into Business Cases

Connect client challenges to measurable outcomes and build compelling solution narratives.

  • — Connecting solutions to business outcomes
  • — Building ROI-oriented business cases
  • — Positioning strategic value beyond language services
Who Should Attend

Designed for Sales Leaders

This workshop is built for professionals who want to move beyond transactional selling and build high-value, strategic relationships.

Target Profile

Sales Leaders

VPs of Sales, CROs, and Directors responsible for repositioning go-to-market strategy as AI changes client expectations, buying behavior, and the value clients expect from language services.

Target Profile

Account Executives & Client Success

Sales and client-facing teams responsible for opening enterprise opportunities, strengthening strategic conversations, and helping clients connect language services to AI-led business outcomes.

What You Will Take Away

Participants leave better prepared to discuss business value, engage senior stakeholders, and position solutions beyond traditional language services.

Outcome 01

The language to connect localization to business outcomes buyers care about.

Outcome 02

A sharper prospecting approach for opportunities outside the traditional pipeline.

Outcome 03

Practical discovery techniques for engaging executive stakeholders.

Outcome 04

A framework for building ROI models around new globalization solutions.

Outcome 05

Stronger executive-level narratives that connect language services to business value.

Outcome 06

A clearer picture of where the market is going and how to position ahead of it.

From Transactional to Transformational

The shift from traditional selling to consultative engagement isn't just a change in approach — it's a fundamental evolution in how commercial teams create value.

Traditional Approach

  • Focuses heavily on translation volume and pricing
  • Speaks primarily with localization teams and managers
  • Relies on traditional localization KPIs (word counts, cost)
  • Operates fundamentally on a transactional basis
  • Positions standalone language services
  • Feels threatened by AI disruption and market shifts

Post-Localization Approach

  • Focuses on business outcomes and strategic value
  • Engages executives (marketing, CX, IT, product)
  • Uses ROI, customer experience, and growth metrics
  • Operates consultatively to solve complex problems
  • Positions globalization and holistic solutions
  • Understands how to create value in an AI-enabled market

Frequently Asked Questions

Common questions about the workshop structure and requirements.

The workshop is led by Peter Coleman, Senior Analyst at CSA Research with over 20 years of experience researching the language services industry. Peter works directly with LSP and GCSP sales teams and brings firsthand knowledge of how enterprise buyers evaluate language services partners today.

Sales professionals, account executives, and customer success teams at LSPs and GCSPs who are being asked to sell solutions beyond traditional localization services and need the language and frameworks to do it confidently. It is also relevant for sales leaders — VPs of Sales and CROs — who need their teams to evolve.

This is not an introductory sales training. It is best suited for experienced practitioners who already know how to sell localization services but are finding that their current approach is not keeping pace with where the market is going.

Yes. Every framework, example, and exercise is drawn from CSA Research's work in the language services industry. This is not a generic sales program adapted for this space. It is built from the ground up for LSP and GCSP sales teams.

No. This is a sales transformation workshop. The focus is on how AI has changed what buyers expect from a sales conversation and what a modern language services partner needs to be able to discuss. Participants do not need a technical background.

Most sales training teaches a methodology and asks you to apply it to your context. This program starts with CSA Research’s understanding of how enterprise buyers in this industry make decisions. From there, it builds the language and frameworks sales teams need to navigate the shift from traditional localization to global content solutions.

Yes. The teams that adapt earliest will be best positioned as buyer expectations continue to shift. If your team is performing well with the current approach, the workshop gives them the additional layer to move from strong performers to the sales professionals winning the strategic accounts, not just the transactional ones.

This is a soft skill program. There is no formal assessment or certification. The measure is practical: by the end of four weeks, participants will have new language for business conversations, sharper discovery questions, and the ability to engage stakeholders they were not previously reaching. Whether it worked will be visible in the next ten conversations they have.

No. Participants arrive as they are. The program starts from where most sales teams in this industry currently stand and builds from there.

Each session runs one hour, every Tuesday at 11:00 AM EDT. Participants will complete short exercises between sessions to apply what they learned to their own accounts, prospects, and sales conversations.

The program is limited to 12 seats. This is intentional. The format relies on discussion, applied exercises, and peer engagement. A larger group would compromise that.

Virtual. Every Tuesday at 11:00 AM EDT, starting June 23, 2026. Four one-hour sessions.

$1,500 for the full four-session program.

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