You and I constantly give off clues as to how good, how effective and how
reliable our services are. The clues are in how we behave, what we say, how we
say it and what we look like – what we let the client see. Agree?
Study of this reveals that as our services are intangible, and can only be truly
assessed after they have been purchased, installed and used for a while, our
potential customers and clients want some assurance that what they are
contemplating purchasing will deliver on the promise.
Here is an opportunity to think about your signals, in the language domain. I trust you and your colleagues find it useful.
Here are my answers at www.consultanttraining.com.au/articles_18.htm but do it yourself before you see what I have done.
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What not to say / write:
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What the client may feel: |
Better to say something like this: |
Comment from Ian |
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1. ‘I am writing to you about our new services
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This is all about you – sounds like you are wanting to sell me something … |
‘How is everything with you at X corporation? I came across something the other day that was right in line with your Y project and thought I would get in touch…‘ |
If it is a ‘cold call’, then: Do a lot of research to find a highly probable prospect and then list the WIIFM for them right at the top of the letter – in the first para. |
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2. ‘Let me tell you about what we do ….’
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Ditto |
‘Can you tell me what you are focusing on at the moment’ |
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3. ‘What problems do you have at the moment?’
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Threatened – why should I tell my problems to you? |
’What activity is taking most of your time at the moment?’ Or, as above. |
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4. ‘Our system is the best in its class!
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This person is boastful, lacks grace. A skite! What a spurious claim! Prove it |
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5. ‘Our fees are not the top of the range but they do represent excellent value’
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Fees? Top of the range? Represent excellent value … sounds cliché, talk is cheap … |
’Can we focus on the getting the clearest picture of what you want here at X. Then I’ll go back to the office and give you a proposal that has the information you need to make a decision including the fees…’ |
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What not to say / write:
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What the client may feel: |
Better to say something like this: |
Comment from Ian |
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6. ‘We are honest with our clients…’
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That should go without saying! Why is it being mentioned? I am not sure I trust this person. |
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If you feel the need to say this sort of thing, think about why you have that need. Better to demonstrate that you are honest than to claim it! |
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7. ‘I have a cheat-sheet here that I’d just like to look at to see if I’ve asked all the questions I need … |
Did he say ‘cheat?’ I feel uncomfortable. |
’I’ll just look at my list here to see if I have covered all the relevant aspects …’ |
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8. 9. ‘Just give us the task and we’ll do it …’
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Cowboys! Sounds like jack of all trades, master of none … I need a specialist ..
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‘We have a good deal of depth and breadth in our team, but tell me more about your …’
‘This is the type of work we do, tell me please, … (ask another good question). Yes, I will look a this and give you my opinion about the options you have and what is involved … ‘
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Airlines have signs that they take jokes about safety seriously. These are in the same domain – it sets off highly sensitive triggers!
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10. ‘We have a go at everything here at x consulting’
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Ditto |
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11. ‘Just pay us the money and we’ll do anything … (laughing)
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Sounds like a prostitute! – but not ‘pro’ – more like ‘un-pro’! |
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12. ‘What you should really consider doing here is …’ |
Excuse me!
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‘Are you happy with the …(problem) OR ‘I notice that … seems to be rather costly (state the problem). How do you feel about that?
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David Maister: ‘Turn all your assertions into questions’ |
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13. ‘Yes but …’ |
That’s not a yes: that is a but! |
‘Yes, I see. And have you considered …? |
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Go back to www.consultanttraining.com.au/articles.htm