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ARTICLESEffective Communication


If you want a customer to purchase then let him know what he is buying. For if he reaches the cashier still unsure of what he has on hand it could be termed a 'sale'.

Now if by sheer coincidence the product met or exceeded his expectations you are lucky. If on the other hand he learns that he landed with something quite different from his expectations then, he is sure to feel shortchanged.

'Selling' converts to a sale and reap-in profits but 'understanding and helping people buy' creates customers for life.


To help a customer buy you need to understand him and his requirements. Understanding his requirements might be easier and straightforward as you have a fair idea of what he wants and whether they match with your product range. But understanding him is not so simple. Is he buying this for the first time. Has he been recommended to buy this. Does he look bold or the shy type. What is the gender of the customer. Are they young or old. You need to gauge the customer and talk his language. Only then will he understand you and purchase.

Rattling off 256 MB RAM; 40 GB HDD; Intel Centrino mobile technology; Wireless LAN 802.11b/g Intel PRO to a novice purchasing a home computer for the first time surely makes you look knowledgeable but does not help the customer decide on what to buy. He is more confused now, than he was when he walked in with something in his mind. Probably what you rattled were exactly the things he wanted but his understanding was not the way you put it. He wanted to hear his thoughts from you about the product. Sounds tricky! You could be the best in your profession but it does not help until the customer understands you and passes the verdict through his purchase.


Do not use jargons. They put off many customers. One can use it while communicating to folks from the same industry as it seems savvy but not with a customer. You drive him into his shell. Some customers may ask you to explain but many might not. They may walk away wanting to learn more, before deciding on what to buy. Who knows if you will see this customer again.


On the other hand use the right terms and explain it to the customer. This sets him thinking and relating it to his requirements. You give him the opportunity to come out with doubts which can be clarified. This makes the customer knowledgeable about what he is going to buy and a well-informed customer feels more in control and on top of the situation. They feel at ease as their purchase meets requirements.

After all one does not buy products or services. They buy what the products or services will do for them. Hence they need to know what the product means to them.

If you are selling a home theatre, explain the technical details to the concerned member in the house. Explain to the lady the simplicity and ease in usage. The little fellow needs to be assured that he can watch his favourite cartoons on tape or disc. You need to emphasise on the multifunctional remote control that helps elders to control it from where they are. They can collectively experience the quality of picture and sound effects. Let them all feel that this is what they have been looking for and always wanted. This is the answer to their question. Present consensus by talking their respective language than creating a debate as this does not help the customer and is detrimental to you as well.

In simple terms, focus on the customer and his requirements. Communicate to him in a manner that he understands; make him confident about his purchase and something worth talking about to his friends. You now have a satisfied customer and possibilities of more business, all because you spoke his language and helped him buy.



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