Strengthen Client Relationships Through Education
Submitted by Joshua Briley on September 28, 2007 - 10:45pm.The other day I was waiting to have my alternator replaced in my car. I'm no mechanic, but I know enough of the language to understand what I'm being told, sold, or otherwise. I wondered if my mechanic had any idea how lucky he was to deal with a client that understood what he was telling and selling. I was an informed client. But what about those less informed? How well could he communicate my needs if I had no concept of auto mechanics? How would he communicate his offering to someone who doesn't get it?
My mechanic was good. As is the case with most guys, I know enough about cars to be dangerous. I know the language... Let's face it, if I knew more, I'd have been in my garage changing out my own alternator. My mechanic immediately recognized that I was no pro, and catered his offering to meet my needs. He spoke in my language. No big words... no tech talk... nothing condescending... he was perfect.
Later in the waiting area, I struck up a conversation with an elderly lady. She brought her car in because it was "misbehaving", as she put it. It just wasn't working right. She thought it was her battery and requested the mechanics look at it. After their inspection, her mechanic (not mine) concluded that the battery was fine. He offered no reason for the "misbehavior." He suggested a tune up. This frustrated the lady because she had just had her oil changed. That was her response. Now, most folks know that an oil change and a tune up are completely different services. She did not. This was an opportunity for the mechanic... he missed out big time.
The mechanic assumed that the lady knew what a tune up was. I was sitting there, biting my tongue, thinking to myself... "tell her what a tune up is, guy!" He never did it. He had the opportunity to educate her... strengthen the relationship between this customer and his shop. He lost all credibility in her mind. The entire organization lost credibility. And that's all that matters.
He lost a client because he simply didn't define the elements of a standard tune up. He could have stated, "Ma'am, a tune up is when we change your spark plugs, your wires, and your belts. Our recommendation is a tune up on your vehicle. We can get started on this for you right away, or if you prefer we can schedule an appointment that is more convenient for you." He simply shrugged his shoulders and lost a client.
Each industry has its own language. We all take that for granted. Most folks know what a tune up is. But there are plenty of people that don't. If our clients seem confused, it's our responsibility to clarify our message. Corporate jargon, and industry specific terms and phrases are killers. These words and phrases can be major points of confusion for our clients.
Your clients want to understand what you're doing for them. They're not trying to learn the ins and outs of your industry. In your next meeting with a client or prospect, I challenge you to eliminate as many industry buzz words as possible... to explain your self so anyone can understand your offering. You'll have better informed clients, and potentially longer lasting relationships.
