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You can have the best products at the most competitive prices, the flashiest advertising campaigns, and the glitziest premises in town. You may even be enjoying a spike in sales. But the only way to win repeat business, accumulate a legion of loyal customers, enjoy stellar word of mouth and, most importantly, create a pattern of continuous sales growth is to build a long-term relationship with your clientele. And this means mastering the art of communication excellence.
Becoming your industry’s “top dog” requires attention to communication.
Develop Your Listening Skills
The squeaky wheel may get the grease, but, sometimes, it gets replaced. After all, constant noise is annoying. That’s why it is important to use your ears more than your mouth. Yes, that means listening when your client is speaking–and not, simply, using this time to formulate what you are going to say next.
By actively listening to your customers you will be rewarded with greater sales success. After all, as “ How Better Client Communication Can Make You a Better (And Busier) Contractor ” advises, the client’s vision matters more than yours and through effective communication, you can gain a more well-rounded understanding of what they want. By accurately identifying their needs and finding a way to meet them, you will not only cement the deal, but you will likely win repeat business and glowing referrals.
Use The Client’s Language
An important rule of communication is to meet their client’s where they are. If your customer is not knowledgeable about your industry or products, do not drown them in “tech-speak” and jargon. Instead, in plain English, explain how your product’s features will meet their needs.
It is also wise to pay attention to your client’s choice of words. This will better enable you to explain concepts using their own language–increasing understanding and building a better rapport.
By actively listening and using the customer’s language, you will be better able to avoid miscommunication.
Master the Details
As you well know, communication is about much more than the spoken word. Non-verbal cues also play a vital role in conveying information.
Obviously, making eye contact with the person to whom you are speaking will prevent confusion. But, as Intuit’s “ 5 Tips for Communicating Well ” adds, by just making eye contact with your listener, you’ll also convey trustworthiness, confidence, and likability–all necessary ingredients when creating a lasting customer relationship.
You will also want to avoid invading your client’s personal space. Fans of Seinfeld will remember the “close talker,” Elaine’s boyfriend who regularly encroached on people’s personal space, causing a myriad of entertaining–but not conducive to sales–reactions. According to Psychology Today , the space for an intimate conversation is less than 1 1/2 feet, a personal conversation is 1 1/2 to 4 feet, a social interaction is 4 to 12 feet, and over 12 feet is required for a public discussion.
Strive for Succinct
No matter how excited you are about your product, it is important to reign yourself in. Resist the urge to talk excessively, speak quickly, or use increased volume to emphasize important points. “ 3 Ways to Keep Yourself from Rambling ” recommends adopting a the “low and slow” approach used by law students– lowering your voice and slowing down your tempo in order to signal that what you are about to say is important and needs to be retained. This will keep your clients interested and help you to highlight the information that you want them to focus on.
“Go ahead. I’m all ears.”
When it comes to excelling in sales, those with superior communication skills have a competitive edge. So open those ears, look into their eyes–from a respectable distance, of course–and choose your words with care. Your relationship with your customers–and your sales success–depends on it.
In your opinion, what is the biggest communications “no-no?” Why?