Talking WITH customers

There is a key difference between talking to customers and talking with customers. When you talk TO someone, you may find you are having a one-way conversation and you are not necessarily connecting WITH them.

Connecting WITH customers is a key component of business success. Build a relationship with your customers and prospects — by engaging in relevant and personal two-way conversation — and you will increase your chances for an ongoing business relationship.

How to begin
The conversation starts with a common interest. From there, build the relationship with relevant and personal two-way interaction. It is important you there is give and take on both sides; the conversation can’t simply be about selling product.

For example, if your company sells hiking boots, start by talking about hiking. Then ask about their favorite hiking trails. Build the conversation further by soliciting for their input, such as asking their feedback on boot features that they like or don’t like. The key to the interaction is to build trust by talking about a subject they care about.

The goal is to get them to know who you are, but at the same time, you want to learn more about them. With a better understanding of your customers, you will be able to serve them better.

Know your product; know your customer
In addition to understanding how and why your product fits your customers’ needs and/or wants, it is important to know how to connect with customers. The language you use is as important as is how you deliver your message.

Finding the right words does not just mean using the latest buzzwords, but using them in a way that catches the eye or ear of your audience. Key words are important, but context can make or break the effectiveness of the communication. Your success will be influenced by how well you understand the culture of who you are doing business with — whether they are in a different demographic or different country than you.

It has been a decade since Seth Godin’s ground-breaking book Permission Marketing was published. So much of what he said then is still relevant today, particularly the simple concept offered in the book’s sub-title: “Turning strangers into friends and friends into customers”.

Creating a mutually beneficial relationship with your target market with help you connect WITH customers —to the benefit of your business.