Mistake 3 — You’re not talking their language

If you’re not talking your customers language, you’re going to struggle to sell to them. Speaking in the language your customer understands is going to accelerate your sales and strengthen your brand voice.

By language, I don’t mean English, German, French…. The important things is to communicate in words that your customer understands, in relation to the problems they have. Cut out fancy words. Describe your products and services and the benefit you can provide in a concise, succinct way.

Here are 3 ways to help you understand your customer better and help you speak their language.

1. Listen to your customer

Now you know who your ideal customer is and where they are, go and spend time with them. Listen to how they speak. Listen to the language they use when they describe their lives. Pay attention to the words they use when they talk to their friends about their challenges.

How do your customers describe the type of service you offer? How do they refer to your competitors? A fast and effective way to get these insights is to interview your current customers. Take note of the phrases, the examples and the stories they share.

2. Talk to your customer

It’s hard to learn a new language when you’re not speaking it regularly. While you’re spending time in the places your customers hang out, interact with them and speak to them on their terms. The more you talk shop with your customers, the better you will get at speaking their language.

Record your sales calls (with your customer’s permission of course). Listen back to the calls, making note of what was said as well as key words and phrases.

3. Stick to the KISS principle (keep it simple silly)

Keeping it simple is a sure way to avoid confusion in the customer’s mind. The worst thing you can do is make the customer feel stupid. If you confuse your customer with words they are not used to using in relation to your solution, you’re going to lose their trust very quickly.

Watch for signs of confusion and disengagement. If you’re lucky the customer will ask a question if they’re confused. More than likely though they’ll just nod their head, appearing as if they’re listening intently. Are your customers paying attention? Are they asking questions that make sense? What questions are they asking? Are they engaged and adding to the conversation. What are they saying?

Today’s challenge is to make a list of the types of language, words, phrases and descriptions your customers use. Learn to speak your customer’s language, and you’ll be much more effective in helping them buy from you.

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