Are You Talking Your Customer's Language?

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!

Thinking About Referrals Today.

Referrals as a Key Marketing Tool

Referrals are a way of life in today’s business world.  People who refer you are doing your selling for you.  Word of mouth is the best way of growing your business and solving your business issues.  It takes the guesswork out of finding a good person to do whatever you need, saving time, aggravation and therefore money.   

As more and more people work on contract, they rely on referrals for work and people using contract workers would rather use someone referred by people they know because there is an implied level of competence and reliability. 

When you make a referral, you are endorsing both parties.  You are saying that the referred person will do a good job and the person receiving the benefit of the referral is OK to work with. 

As one being helped by being referred or receiving a referral, it is up to you to treat the other respectfully and to be on your best behaviour because it reflects on the person who took the time to make the referral. 

I have made countless referrals and recommendations usually successfully.  I take personalities, skill levels, and focus into account when I make a referral.  I need to look like I know what I am doing. 

How to make the referral:

Make sure you understand the need.

Assess the skills and fit of those in your databank. 

I make an email connection, copying both parties; explain the need and how the skills of the person I am referring may help.

Provide contact information; I send the Outlook V-cards, and leave it up to each person to make contact.

How to be the one referred:

Thank the person making the referral.

Contact the person to whom you have been referred and take it from there as you would a normal lead.

Upon completion, contact the person who made the referral and let them know how well it went and thank them again.

If this is one of the usual ways of getting business, perhaps a finder’s fee, commission or token would be in order for the person who made the referral.

How to receive the referral:

Thank the person making the referral.

Communicate with the referred person.

Upon completion, contact the person who made the referral and let them know how well it went and thank them again.

If everyone respects the spirit of referrals with consideration, is professional, and does the best job they can, referrals will be successful as a prime source of leads and a key marketing tool. 

What To Do?

Inertia- something to do with the energy required to get something moving as opposed to the energy required to keep it moving.
Think about it in relation to your business: there are dozens of things you can do to create business and while you are fussing about what you should be doing and actually doing nothing, you are burning energy and losing time.
SO DO SOMETHING.
I recommend people carry and use a marketing planner and keep a list of marketing activities you can use to slot into your marketing agenda.
Your annual plan of marketing activities is also a good reference for those times when you hit a block.
What ever happens, like the Nike Ad says: Just Do It!

Whooooosh!

Two months down.  Did you notice them go by?  Whoooosh!
What is it you really want to achieve this year?  Pick one thing that would make a difference to your business, and think it through. 
How do you eat an elephant?  One bite at a time. 
Break the elephant up into bites, and make the first step: list the activities, check your calendar, mark the bites into it, look up the phone numbers for tomorrow, tell someone about your wish/goal, what ever it is that you can do now.  You will feel you have made a start, and feel better about it, and then it will become more or a reality, with all the benefits upon completion.

Drive to Business Success

Look to this blog for Marketing and Business ideas and thoughts for businesses of all sizes.
There are so many practical things you can do to grow your business.  Success is driven not by one big newsworthy thing that you do, but by the ordinary small day to day things you do to run your business.  Image is everything, so remember as a business person you are always "ON", and behave as if you are with a client even when you think there's nobody looking