Are you speaking in terms your customer understands?
This was brought home to me today. It wasn't that I was talking jargon, or using an incomprehensible level of language, neither of which I do. It was the delivery!
I created a letter for a client to send to a prospect, using a normal businesslike approach (I thought), with an introduction ...I am writing to you because...a middle....a little bit about my client and where to go online for information, reference to literature included...and a call to action closure...I would like to arrange a meeting.
This is the style and the introduction format I have always used for business letters. Working as a consultant for multiple businesses in many areas, it has always worked. It's short, to the point, polite, businesslike, has always been effective and is easily adapted to all kinds of different industries.
Apparently it was too hard hitting.
In this particular business, touches, although businesslike, have to be softer and the communication more detailed. Although I realize that most business people have limited time to read detailed information, and a covering letter is just, that with references to accompanying information or to a website with more information, apparently there are some businesses where information is relayed by letter.
While I am glad of the lesson, BEFORE it caused an issue, it really made me think. I will be more diligent in the future treading the minefield of communication style.
Live and learn!
