It’s good to talk in business
Nov 14 2007 by Iain Laing, The Journal
IN the second of our Business Clinics, in which Journal readers can gain tips and advice from members of the Entrepreneurs’ Forum, the question is asked how non-communications ‘experts’ can communicate better with their customers.
Recently, the communications and creative industries themselves came under the spotlight at the forum’s Life’s a Pitch conference.
Speaker Rod Connors, a former marketing director of Nike UK who now runs his own marketing and branding company, said reaching customers had to be a two-way dialogue.
He warned the delegates that the days of one-way communications were over, and unless companies not only spoke to but also listened to customers, they would not maximise the opportunities that were available.
Q: Everyone in our company is a technologist, and whilst we’re successful we’re not business people. What should we do to communicate better with customers?
Adam Thorpe has run a concierge business in London and a property development company in the Yorkshire Dales. His latest enterprise, launched in Harrogate, is www.SuperiorStay.com offering stylish rental accommodation to business users for weekend or weekly lets as an alternative to hotels and achieving high income returns for landlords on premium residential property.
In terms of communicating with your customers better, I would recommend simply speaking with your customers, focusing on how they find their experience in dealing with your company; is it easy for them to identify what they want? Is it easy to order? Is their order painlessly fulfilled? Do they desire further support after the purchase? I am sure they will appreciate the contact itself, then you can go from there.
Matthew James founded UK Biometrics in 2000. Today, UK Biometrics is the UK’s leading biometric solutions provider with offices in Newcastle, Glasgow, Leeds, Manchester, Liverpool, Birmingham, Swansea, London and Dorset.
You are clearly communicating well since you are successful. The days when technology people were kept away from clients and presentation was undertaken by sales personnel are behind us. The only words of advice I would offer are these:
Don’t get too technical. The complex algorithms that drive your technology may be fascinating, but business people and the public are more concerned about the benefits your product or service can offer;
Speak plain English. Don’t use jargon, or worse, acronyms. You might know that PSU stands for Power Supply Unit, but will your customer?;
Finally, the best way to find out if you are communicating well is to ask your customers, then act upon their answers.
David Gillam is co-founder of Spinnaka. From its head office in Newcastle, Spinnaka monitors and co-ordinates a nationwide network of more than 700 surveyors who survey and value homes on the instruction of lenders, packagers and brokers.
Spend time getting to know your customers better. Host an event which will be of interest (it doesn’t have to be business focused – do you know what your customers’ interests are? If not, go and see them and ask them) then make sure that enough of your guys are there to speak to all the guests.
Don’t assume you know what your customers want. Ask them. If you can’t provide them with what they want, tell them and discuss alternatives. It’s about knowing your customer.
