Customer eyes and voice.

As a marketer my basic mantra has been “see it through the customers eyes”, simple and effective.

Recently while mentoring a great young sales person for a client, I noticed that even though she asked the right questions at the right time, and used the information returned to progress the sales process very well, she had less success closing than I would have expected.

On reflection, she was failing because of the language she was using.

Her language reflected that of her employer, and in it were embedded the jargon and descriptive nuances that were used to communicate a complex product amongst themselves, and it was not necessarily the language her prospects used amongst themselves. Although the differences were small,  they were important, not just for the clarity of understanding that was communicated, but importantly for the comfort of the prospect, who was reassured that there was no ambiguity at play.

It became clear that in addition to the marketing mantra, there needs to be a sales one as well, “speak using the customers voice”.

By so doing, you avoid the pitfalls of the same words having slightly different meanings and implications in different contexts, and by using the customers voice back to them, you enhance the opportunity to build the rapport so important to building a relationship. 

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Customers, Sales and tagged , . Bookmark the permalink.

One Response to Customer eyes and voice.

  1. colinsander says:

    like it – I come across the same thing regularly

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