Page 37 - Get More Business 2022 v1

MIND YOUR 37

language

This can be a significant differentiator

Use the customer's language.

1. Great communication is all about meeting the audience where they are. PERSONAL SKILLS SET
2. A well-presented case achieves a great deal. A case that is also tailored to
an individual customer and their brand achieves still more.
3. Tailoring a case links back to the process of identifying needs, questioning

techniques and researching the client.
4. You need to match your business case to the information obtained.
5. Make it obvious to the client that you are selecting what to say and how to
say it just for them.
6. Attribute your comments to them = ‘you said this had to be cost effective,
we listened so….’
7. Matching your tone and content to their situation provides rapport with
the written word and in conversation. LANGUAGE
8. Avoid your own industry jargon and if the customer uses a lot of jargon
too help them translate it into simpler terms.

Next time you obtain a tender or a client brief go through word by
word and analyse it for style, culture, jargon, needs, objectives, motives
- pull out all the clues! Do the same with their website. Use this brand
language within your presentations and proposals – it is not about
your jargon it is about entering their world..