For instance; when I first started going to a local coffee shop to order my favorite drinks, I felt intimidated and silly. Why? Well, I didn’t know how to speak the language of the “barista”. When I told them what I wanted, I’d get a lot of questions, frustrated looks and often, presented with the wrong drink! The result; I comprised and decided to trade at a smaller retailer that spoke my language in spite of the fact that they didn’t serve what I really wanted!
To avoid the pain, I settled for second best and went to another retailer. Why? Because I felt confused, out of place and misunderstood! Eventually, I did inch my way back to what I really wanted. During my absence however, I did a lot of internet searching to learn their “talk”. And when I returned I had become good at ordering what I wanted. It was painful! It was time consuming! Most importantly, it could have been avoided!
In the end, I learned a good lesson through this experience. Just because you have something that’s great or that people want, if you don’t speak the same language, you can still loose!
Lost opportunity cannot be measured. My experience taught me how easy it is for a business to lose opportunity for growth and customer satisfaction. And since most business models don’t have the luxury of time, to “get it right”, the sooner you communicate in a common language, the sooner the loyalty can begin!
As business owners and leaders, it’s easy to forget that the market we serve may not speak our language.
Understanding how they read, talk and listen is vital. Knowing the tone, imaginary and attention span they are willing to tolerate is paramount to converting them to wanting more. Ultimately, conversation from a shared understanding of their language will turn them into our best advocates.
Right now might be the best time to research and determine if your business is “speaking the language your market understands”. This IS a case where time IS money!