Build better customers with words
by Kelly Schwedland
Designing systems requires words to be effective.
In developing our system strategy we have to look at the hard systems, soft systems and information systems. As you focus this week on the soft systems, those processes that require human interaction, you need to be aware that the words you use have an enormous impact on your customers.
You already looked at your customers in the marketing strategy and determined that there were certain approaches that appealed to your "most probable customer." There were certain items that triggered an emotional response. Since you already know what these words are, let us focus on how to use them.
When you go through the process of creating systems or procedures in your business, most of you see the need for creating the "way things get done" to make the business run smoother.
Often, however, many business owners forget the most important part, the words that are used. If you want a process — such as the sales process — to work effectively, you have to have all the words in place.
The words that motivate customers, alleviate their fears, overcome their objections and stir them to make a decision should be scripted.
This means you have your salespeople hear them over and over again until they can recite the script in their sleep. Once salespeople have done this, they become more responsive to the customer. Because they don’t have to think about what to say next, they can focus on what the customer is saying.
An amazing thing begins to happen. You know that you have qualified prospects. The words you used to entice them to your place brought only those people who are your "most probable customer." You know that by using a given script properly, a certain number of qualified prospects are going to do business with you. Overnight, your sales become predictable.
Even though creating procedures in your business will make your business work better, your systems still have to be designed fully to create the proper impression, and well-formulated soft systems can help you along this path.
Your system solution wouldn’t be complete without understanding the numbers. We will look at that next time with information systems — and how they can help you beat a path to freedom from your business.
Kelly Schwedland is president of American Business Dynamics, a small business consulting firm focused on issues related to growing companies.