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Talk the language!
Not your language, the customer’s language.
Think this is simple, don’t you? Perhaps so
simple that you are wondering right now if you are going to take
the next few moments to read this article. Quit at your own
peril. But let me tell you that I have seen this blunder blow
many-a-sale.
Remember that this is marketing newsletter,
not a sales course or customer service dialog. My goal is to
help you attract people to your business, no matter what kind of
business it is, and thereby give you an opportunity to sell the
prospective customers something or serve them in some way. That’s how you make money. You must first attract the prospect
to your business and talking to people is a primary vehicle for
doing just that. Still reading? Good! Let me explain what I mean
by talk the language.
I am asking you to get in the habit of
talking the language the customer wants to hear, not necessarily
what you want them to know. Big difference! And here is the
primary purpose of what I am advocating. When you meet a new
person (and every person is either a prospect or a lead
generator) - What you say first, when asked:
"What do you do for a living?" is going
to determine whether they are interested or not.
Too many times I have seen good, honest, well
intentioned people blow it because the next thing they said is
‘the party line.’ You know, whatever they learned to say in
college about their profession, or what they say down at the
office about what they do. A few examples...
"What do you do Jack?"
All those answers are good if you work for
someone else and you are not responsible for bringing in new
business. But if you are the guy or woman responsible for new
business, you better remember rule one of marketing (which we
covered in previous newsletters).
Sell benefits, never features!
Always remember to talk the language of what
you are trying to accomplish. For example, if you are a hair
stylist attending a meeting or seminar of hair stylists, that’s
one thing. But if you are talking to a new acquaintance at a
cocktail party, then you’re in the business of "making people
look like Heather Locklear. "
When you are ask what you do, the first thing
out of your mouth is going to fix you and your profession in
that person's mind. If you say you are a doctor who
specializes in the treatment of obesity, the picture that comes
to mind to the non-medical citizen is a scientist in a research
study lab, measuring fat folks. If instead you say, that you're
in the business of making people look like Nicole Kidman, you’re
going to get some nice reactions, some great questions and some
hot referrals.
Here’s some more, because we just can’t
emphasize how important this simple concept is.....if you’re an
electrician, don’t say that you do commercial and
residential.....unless you are talking to another contractor who
identifies with that kind of talk. Instead when asked what you
do for a living say.... "I hang ceiling fans, put in sockets and
wire stereos to your Jacuzzi!" Get the idea? In the consumers
mind your identifying yourself with something they need or will
need soon.
If you own a lawn service.....don’t say you
do commercial and residential.....say "Never mow your grass
again!" Or "I make the most beautiful lawns on the block" or "I
save people money on lawn mowers." Because if they use you, they
don’t have to buy lawn mowers, gasoline, get tune ups, get hot
and sweaty or fight a lawn mower that won’t start.
Today a CPA is many things, not just someone
who does taxes. They are investment advisors, trust consultants,
annuity managers and counselors and so much more. So why in the
world would you limit yourself to one image. Especially an image
that is already established itself in the public’s mind as
someone who does taxes and keeps the books. It’s silly and
limiting.
When you start with limiting words and
descriptions about your profession or business, you have just
taken the first step to closing down any interest your new
acquaintance might have. If instead you use words to describe
the benefits of what you do and can do for them, you open the
door of their imagination to how you can be of use to them. |
