Communication is the process of passing and feeding back thoughts and emotions between people and between people and groups. The purpose of communication is to make the other party understand or recognize the information you express, so as to resonate and reach an agreement. Successful communication can achieve a win-win situation, and unsuccessful communication will bring about ambiguity and misunderstanding. As a professional, the author shared the problems and methods of internal communication with you in "Do You Really Know How to Communicate - Top", and today I will continue to share with you some common problems in external communication.
First, communicate and introduce subjectively
In communication, most people like to understand things and then convey them to others. At this time, the subjectivity of conveying this message is already very strong. People who hear the news are likely not to understand it according to the original intention of communication. For example, when introducing a product to customers, marketers have a high degree of understanding and awareness of the product. During the introduction process, they often convey the advantages and disadvantages of the product according to their own experience, but the final result is not ideal. Because they ignore one point, not all consumers will choose products based on your experience. It is very likely that you did not tell them what they are interested in, and the part you tell happens to be something they do not need, so they will miss business opportunities.
Second, it fails to capture the interest of the listener
In communication, if you want to achieve good results, it depends on whether the listener is interested in what you say. Part of people's acceptance of information comes from their own needs, and the other part comes from their own preferences. become an important factor in the success of communication. For example, in the process of communicating with customers, some marketers do not grasp the needs and interests of customers, and blindly introduce the characteristics or value of products, which will not only reduce customers' impression of the product, but also may bring customers to your resistance.
Third, the wrong angle in communication
In business, the highest level of marketing personnel is: starting from the other party's position, standing on the other party's point of view, and achieving their own goals. That is to say, in communication, we must first listen more, discover the needs of the other party, and then imagine from the perspective of the other party: If it is how I want to solve this problem, what solution is the most perfect, and my concerns about accepting this plan are: What? Only in this way can we develop a win-win solution that is suitable for customers and suitable for ourselves. Many marketers understand this truth, but at a critical moment, this truth is often forgotten.
Fourth, give the listener too much information at once
In today's era, the amount of information and data has become a normal problem. For these massive data, the Internet era has adopted technologies such as big data analysis and cloud computing to deal with it. The purpose of this is to prevent the amount of information from exceeding the recipient. processing power. This is especially true for consumers. If faced with a product, consumers are instilled with a lot of information, which is likely to cause consumers to be reluctant to understand this information, and to directly use past experience to judge the purchase of the product.
Fifth, different roles communicate in the same way
The phrase "what song to sing on which mountain" tells us that we must change the way of communication with different communication objects. The same language may have different meanings to different people, so don't underestimate the difference between people different importance. For example, some marketers treat different customers with the same rhetoric. They do not explain the value of the product according to the actual situation of the customer. If the customer feels that the information you convey has no usable value, they will naturally not accept your product.
Communication is two-way and interactive. It can convey information, connect emotions, and help marketers establish cooperative relationships with customers. Only good communication can let customers understand your brand, so as to better interact with customers and promote the sales of products, then let's share with you how to communicate with customers.
How to communicate with customers
1. Ask more questions to customers
As mentioned in the above question, do not introduce products to customers subjectively. A good marketer should stimulate customers' desire to buy in an objective and natural way, rather than making decisions for them. Before introducing the product, you can ask questions to find out the customer's needs and clarify the customer's true motivation. In this way, in this communication, you have a certain degree of control, and then you can follow the customer's needs. Step by step Step by step guide the customer's attention to focus on the product.
2. Good at grabbing the hearts of customers
Many marketers cannot impress customers well after they know the needs of customers, because they are only introducing products according to their needs and have not captured the hearts of customers. Therefore, when communicating with customers, we must pay attention to where the customer's concerns and hesitation points are, and then follow the instructions based on this information to highlight the value of the customer's attention, and eliminate the doubts of the customer's hesitation point, so that the product has the quality of this product. Emotional impulse, and finally led to a single.
3. Let the client know that you are thinking of him
Many times, marketers have searched all over the phone list, and they have run all over the street without finding a business opportunity. At this time, they should calm down and think about what the problem is, whether it is because they are too eager to complete the order and do not stand in the customer's shoes. Consider whether you really need this product from an angle, and under what circumstances can this product be used. On the contrary, if marketers can put themselves in the customer's shoes and let them know that they are helping them solve their current problems, in this case, customers will naturally buy your stuff.
4. Listen more and speak less
When introducing products to customers, each marketer should adhere to the principle of "speaking three points and listening to seven points". The purpose of speaking is to ask questions to understand customers' thoughts, and the second is to introduce them according to the needs of customers. product. Many marketers only focus on scrutinizing their own products to customers, ignoring the real thoughts of customers. This approach of bringing a lot of information to customers will not only cause pressure on customers, but also easily make customers feel disgusted.
5. Always pay attention to your words
In business communication, you must always pay attention to your words and expressions. This is reflected in two aspects. One is politeness. You must always maintain a courteous image. Do not entangle; second, in terms of communication, try to use easy-to-understand words to introduce products. Customers are not industry experts. If you use too many professional terms when introducing products, on the one hand, customers will be more confused, thinking that you are in To be mysterious, on the other hand, will make customers think that you are showing off your knowledge, which will lead to resistance.