What are some good tips on learning how to speak your customer's language?

Great question! And some really quality answers too! The one thing I'd add is the importance of actually using the customer's language to speak the customer's language.

I've always found this the most effective way to engage with customers or prospects because it captures some of these core principals we've listed above, namely listening, [conveying] product/ industry knowledge, and introspective awareness.

1. LISTEN (first!) to your customer/ prospects' pain points, feedback, industry awareness, requirements, etc.

2. CONSIDER the most effective way your product can alleviate these pain points. People don't care about how great your product is unless it can actually do something for them, or to better their current situation. Specifically address what you learned in step one and apply your knowledge of the product, industry, competition to convey to the prospect why you believe your product is potentially meaningful and beneficial to them. It's powerful to use the same language (phrasing, vocabulary, vernacular, etc.) the customer uses; this is speaking the same language. It shows you've listened, it shows respect, it places your product right into the context of the customer's words.

3. ASK YOURSELF do I believe what I'm saying? Is what I'm saying convincing and personalized or obviously canned and generalized? What Patrick mentions about putting yourself in the customer/ prospects' shoes really resonates for me, because I know as a customer, that is what I find most compelling. Where sales and customer reps lose out is when the prospect loses trust. It's important to ensure the customer/ prospect you have their best interest at heart, even if that honestly means your product is not the best solution.

Listen. Stop talking, and listen to what they say. Write everything down so you can practice it later.

I like the broad nature of this question as there are many avenues to take in forming an an answer. By "speaking customer's language" I think this coincides with making great relationships with customers. As Alan mentions you understand yourself and your niche better than anyone else. However, I also believe that brand language (which includes everything from employee interaction to website text) must encourage a "call to action" from customers.

Another perspective from a real B2B (or technically, Business to Education) example - I was in a meeting where a marketing firm was attempting to "pitch" their idea and findings to us. The presenter mentioned that "You have a great college, but what's missing from it is "brand." The presenter should know that the term "brand" has a stigma among academics at a liberal arts institution, in general.
So this presenter didn't speak his customer's language - and should use the vernacular that the audience (the prospective client) can connect with.

- Jesse

If you are trying to relate to your customer, put yourself in their shoes and think of how what you are saying would affect you. Then from there, talk to your customer like Veronique said and find out if they are a "talker". I have been on the phone with a customer for over 30 minutes just talking about random stuff, which of course my boss didn't like, but they called back and always asked for me with several sales.

Patrick

Speaking from a Call Center perspective – when reaching out to a Contact Center customers want a 24x7 clear connection to a quickly answered call. Callers want access to a well thought-out IVR in order to source their own answers – or be able to easily reach a Live Operator by simply pressing ‘0’.

If they have to hold in a queue for the next available operator – customers want to be advised of their estimated wait time – and they want the option of leaving their telephone number for a call back instead of having to hold on the line.

And once they’re connected with a Customer Service Representative (CSR) – callers want to speak with a CSR from their region - who is typically better able to serve and communicate with them. Customers want their questions/issues resolved by a CSR who acts professionally – is easily understood - who is not a ‘script reader’ - and who is empowered to make this a “one call & done” experience.

So the 1st Tip towards “learning to speak your customer’s language” is to not send your Call Center jobs overseas.

Your customers want to speak with a CSR from their region - who is typically better able to serve and communicate with them. Probe a little deeper – and they’ll also tell you that they’re opposed to shipping Call Center jobs overseas – and particularly to countries with poor human rights records - or lax labor standards such as India.

The CSR is your ambassador to customers. The human voice of the CSR provides your company’s human face. Many times when a customer calls it is because something has gone wrong. If the caller cannot understand the CSR due to accent issues/communicative style - problems are compounded. The caller can become agitated and your company may wind up losing a customer & future sales. In the present economic environment just hearing a foreign accent could trip that trigger. Losing dollars chasing dimes is not a wise long-term Customer Care Strategy.

The 2nd Tip is to move away from viewing your Call Center as a “Cost Center” - where Average Speed of Answer, Average Handle Time & Maximizing Calls per Agent per Hour are emphasized as the Key Performance Indicators – and evolving to operate your Call Center as a “Profit Center” - where the Key Performance Indicators are Customer Satisfaction & First Call Resolution.

The vast majority of your customers want their questions/issues resolved by a CSR who acts professionally – is easily understood - who is not a ‘script reader’ – and who is empowered to make this a “one call & done” experience.

Scripted & unscripted call handling are discrete & different pursuits - requiring separate Personality/Job-Fit/Temperament factors. Someone with the Intellect & ‘Verbal Artistry’ to serve a caller in an unscripted fashion is rarely a good fit for a tightly-scripted Call Center environment. Equally – it is rare for someone who performs well in a tightly-scripted Call Center to successfully make the transition to unscripted caller interactions. Few people possess the ability to work successfully long-term in both a scripted and unscripted Contact Center.

So the 3rd Tip is to make sure you hire right to begin with. Bad employee selection is the root cause of most Contact Center Performance Issues. It’s also a significant drain on your Budget & Bottom Line - on Customer Satisfaction & overall Sales Results. Every failed hire represents wasted dollars down the drain. Not to mention the Negative Impact on Service Levels, Customer Satisfaction, Sales Results & Brand Reputation.

Top performing Call Centers drive their Revenue & Performance through superior hiring tactics. We help employers gain better insight & more accurate predictions as to which applicants from a pool of Candidates would perform up to, or beyond their established standards. You can find out about a Free Trial of SPAS Call Center Agent Pre-Employment Screening Software at http://www.telesoftsystems.ca/64201.html