Magicdude Marketing

Speak boldly.  Speak loudly.  Speak with authority.  Unfortunately, many people think this is the best way to deliver a message to your customers.  Ridiculous!  If you want to alienate your customers, then yes, by all means follow that formula.

Communication is supposed to be the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.  The key word in the definition is interchange.  Good communication flows back and forth between speaker and listener.   It’s a process of assigning and conveying meaning to create shared understanding.

Yesterday we talked about the importance of listening.  Let’s take a look at how you can make your message easy to communicate so the listener understands you.

1. Understand you can’t make people listen, they must choose to listen.
2. Know your audience.
3. Your message must resonate with a person’s interests.
4. Let the audience know understanding is not agreement. They don’t have to agree.
5. Your attitude is the first thing people see.
6. Be yourself. Be authentic and at ease.
7. Open a conversation with things you have in common.
8. Be attentive and courteous.
9. Avoid confusion. Keep your ideas simple.
10. Know the intent of your message.
11. Confirm understanding with your audience. Ask questions.
12. Provide a summary.
13. Be patient with explanations.
14. Avoid jargon. Speak their language.
15. Focus. Avoid distractions.
16. Keep information accurate, up-to-date, and interesting.
17. Create a mutual understanding that pleases both parties, win/win.
18. Set the stage. Tell your audience what to expect.
19. Use analogies or examples to help understanding.
20. Be prepared. Have all the necessary info at hand.
21. Encourage input from your listeners.
22. Focus on your audience. Pay attention to what you hear, see, and feel from them.
23. Express your individuality appropriately within the context of your audience.
24. Be open and confident.
25. Be on time for scheduled communications.
26. Have a positive attitude.
27. Make sure your message has purpose.
28. Know that you have control over the atmosphere you want to create.
29. Appeal to your listener’s self-interest.
30. Allow for and respond to questions.

Your customers look to you for guidance. They want to believe you can help them.  Be sure you reinforce that trust by communicating your message clearly.

Would you add anything to this list?  Feel free to share your ideas in the comments below.

You: “I would like a cheeseburger, small fries, and a small iced tea… that’s all.” 

Drive-Up Window: “Would you like cheese on your burger?”

You: “Yes, a CHEESE-burger, small fries, and a small iced tea… that’s all.”

Window: “Small, medium, or large?”

You: “One CHEESE-burger, SMALL fries, and a SMALL iced tea… that’s all.”

Window: “So that’s a cheeseburger with cheese, small fries, and small iced tea. Will that be all?”

You: “Never mind, I’m not hungry.”

Is it just me, or did that employee not hear a word I was saying?  Sheesh!  How hard can it be?  Instead of really listening, they were just hearing a voice on the other side of the intercom.  What’s really happening here?  Please tell me you don’t do this to your customers!

Effective communication happens between two people when the listener understands the speaker’s message in the same way the speaker intended it.

Listening is not waiting until someone is finished talking before you say something. If you’re the one doing the talking, people will be more willing to listen to you if you take the time to really hear them.

Here are some tips to make sure you understand what your customers are trying to tell you:

1. Close mouth, open ears!
2. There is a difference between just hearing the words and actually listening for the message.
3. Hearing is a physical ability, listening is a skill.
4. Do not evaluate or make judgements about the person speaking.
5. Ask for clarification if you don’t understand.
6. Do not be preoccupied.
7. Listen with respect and validation.
8. Don’t mentally argue.
9. Adjust to the situation.
10. Avoid thinking about your own personal beliefs about what is being said.
11. Listen with a willingness to be persuaded.
12. Stay present.
13. Make eye contact.
14. Repeat or restate for verification.
15. Notice nonverbal cues, body language.
16. Avoid interrupting.
17. Avoid jumping to conclusions.
18. Know when to respond.
19. Never assume what the speaker assumes or is thinking.
20. Let the speaker finish their sentences. Don’t do it for them.
21. Don’t look for flaws or weak spots you can attack.
22. Don’t pretend, actually listen.
23. Show genuine interest.
24. Look for intent and feelings behind the words.
25. Use “listening” body language. Face and lean toward speaker.
26. Do not try to form a response while listening.
27. Prevent quick responses.
28. Acknowledge the speaker’s feelings.
29. Give feedback- smile, nod, frown, raise eyebrows, shrug, etc.
30. Offer advice only if asked.
31. Do not jump to conclusions. Hear everything.

Communication is a two-way street.  Effective listening is just one side.  Tomorrow we’ll talk about how to make your message easy to communicate so the listener understands you.

Do you have “cheeseburger” story to share?  I would love to hear it.  Let me know in the comments below!