Loughborough

customer language

The Symptoms

Whilst talking to a business contact the other day, I spotted something that is potentially damaging his business. His customers did not understand him. This was because he was speaking another language. He might have been using English, but he may as well have been talking in some strange dialect of an undiscovered language.

Then I came across a friend with his own business. He had just changed accountants. The reason? The old accountant (not Loughborough based I should add!!) had let him down by giving him some well intentioned but incomplete advice which had resulted in an extra tax liability.

The Cause

In business, as in all things, we all use jargon and TLA’s (Three Letter Acronyms) as short-cuts. We do this for a variety of reasons:

• It saves us time;
• We are able to communicate more effectively with colleagues;
• It emphasises the fact that we belong to our community.

Then, when we are with clients or customers, we forget that our language might not be their language. We risk damaging customer relationships. This is because, when things are even slightly unclear, people jump to their own conclusions.

The Cure

1) Avoid Assumptions
Assumptions should always be avoided in business. When we assume, we make an “Ass” of “U” and “Me”. Never assume understanding. Especially if your discussions have delved deep into the technicalities of your specialist subject.

2) Be Specific
If you advise a client or customer on any issue, be really specific about what you mean. Do not assume that “everybody knows this – there is no need to explain it”. Use appropriate language – without being patronising.

3) Check
Check for understanding. Make sure that your customer shares the same understanding. Ask them to tell you what they are going to do next as a result of your information. That way, you have checked understanding without appearing patronising.

4) Confirm
Some people reflect for a while before they ask any clarification questions – possibly several days later. Try one (or more) of the following:

• Give your client something to take away.
  • You might already have a specific leaflet:
    • Scale of charges
    • Generic advice on the issue
  • Write some brief notes
• Email your understanding of the issue - including the agreement on what to do next.

Call your customer a few days later and ask how they are getting on. At best, you might save them from a major error – and gain another fan who will promote your business to their friends and neighbours. At worst, you will have a friendly chat with a happy customer.

5) Correct
If you have allowed yourself to be misunderstood, take the time to explain how to correct things – otherwise the next expert your client consults will be your competitor.

What to do next

Next time you speak to a customer or client, take an extra few seconds to think about the conversation from their perspective.

Paul Fileman MIET CEng MCIM
Chartered Marketer
paul.fileman@talktosps.com
Tel:  01509 854447
Mob: 07969 188 820
www.talktosps.com