There are so many things that get in the way of effective communication – the noise and clutter we have to break through to make sure we are heard. The challenge is even greater for sales and marketing professionals since so many of our audiences are predisposed to tune out “sales” messages. That’s why choosing the right words is so important.
This applies to every interaction, not just the sales process. For example, there’s a huge difference between responding to a customer with “okay” vs. “I understand.” Saying “okay” acknowledges that you heard them but could be misinterpreted to mean you are okay with the situation they are describing.
“My roof is still leaking after your repair,” said the customer.
“Okay,” replies the customer service representative.
“It’s NOT okay,” says the customer. “I have a stain on the ceiling that is getting bigger while we talk!”
You can see how the CSR may feel they are acknowledging the customer’s concern when, in fact, they made the experience worse, and the customer feels disregarded.
Our recommendation is to reframe the words you use so they are customer-centric. Imagine how much better the conversation would go if the CSR replied with, “I understand the roof is still leaking. Tell me more about your concerns.”
It can be hard to reframe messages in the moment, so we recommend role-playing, perhaps accompanied by video or audio recordings so you can listen to the spoken words (and tone) and imagine how a customer or prospect might respond. This is also a good opportunity to revisit scripts and see if there are opportunities to reframe the messages.
Finally, any time there is a complaint about an employee interaction, it’s an opportunity to explore not just the situation but also the wording that was used with the customer. In addition to reframing messages, you might consider mirroring and other negotiation techniques to help improve customer experiences.
If this topic strikes a chord with you, please share your feedback!
