Great. Now, how do you do it? Most people think it means talking more. Illustrating your point better. Being clearer.
But in reality, it doesn’t have anything to do with YOU at all.
It’s about your customer. They need to be the focus. Otherwise, the communication puzzle just gets more and more complex, until it implodes like a dying star.
Here’s our 6 step process for being impossible to misunderstand
Step 1: Understand what the customer is really thinking
Okay, so, the first thing you need to be aware of is what’s going on inside your customer’s head when you’re trying to communicate something to them. Of course we want them to be intrigued and engaged. But to be blunt, they’re really just asking “Who cares?”…a lot.
Step 2: Know your ideal client profile
Selling to your customers effectively means knowing EXACTLY who they are. In other words, you need to have a very specific ideal client profile. And it needs to be detailed! Don’t just stop at demographics and psychographics–give them a name, a specific job title, a family (unless you’re selling to singles of course), and any other “real” characteristics that will help you understand them on a deep level.
Step 3: Be familiar with their top five concerns
Similar to Step 2, it’s key that you know your ideal client’s deepest pain points, frustrations, and fears. What’s keeping them up at night? What do they complain to their spouse about? What questions, products and services do they search Google for at 11:00pm on a Sunday? And what concerns them specifically about using your product or service? Knowing the answers to these questions is the first step in reassuring customers that your company is a good fit for them.
Step 4: Know exactly how you’ll solve their concerns better than anyone else
When customers choose you, it’s all about your unique way of being able to help them…better than any of your competitors. So it’s important that you have a thorough understanding of your unique selling proposition–or how you can offer customers a solution that no one else can.
Step 5: Understand how their life will be worse off without you
This step serves two purposes. First, it helps you communicate to customers exactly what will happen if they don’t choose you. Of course in the end, it’s going to be their own decision that seals the deal, but it’s your obligation to warn them about the dangers of going a different route. And the second point of this exercise is to get into a mindset of being of service to customers, beyond just a paycheck. Helping them navigate away from bad situations and into good ones is both the right thing to do, as well as great for business.
Step 6: Have an action goal for your next call, video, or meeting
Here’s something you never want to hear from a potential client: “Well, you’ve given me a lot to think about.” Beyond a certain point, thought is the antithesis of action. If you’re going to sell effectively, you need to keep customers moving through the funnel! And the best way to do that is to have clear, action oriented goals ready to go, each time you sit down with them.
One last thought…
To paraphrase legendary sales trainer Joe Verde, sales aren’t won or lost over a few dollars, but rather, a few words. If you do happen to miss out on a sale, that can be a great opportunity to review the communication that took place throughout, and see where things could have been clearer, and less confusing. Then you’ll be well on your way to perfecting the art of being impossible to misunderstand!