BUILD THE BUSINESS YOU WANT

How Your Small Business Communicates with
Clients

Effective Communication

Effective communication with customers is a critical challenge that many small service-based businesses struggle to overcome when trying to reach out to their prospective clients. Typically, it’s because they have not taken the time or gone through a process of truly understanding what it is they do from the perspective of the client.

As a service-based business, you are the expert in what you do, typically meaning that you will go straight to talking about the solution rather than talking about the problem that your client faces and the outcome that they desire. Being able to put yourself in your client’s shoes is essential for effective business communication with customers. This is true for both marketing communications and sales.

George Swift
Author : George Swift
Author : George Swift

How Your Small Business Communicates withClients

Effective Communication

Effective communication with customers is a critical challenge that many small service-based businesses struggle to overcome when trying to reach out to their prospective clients. Typically, it’s because they have not taken the time or gone through a process of truly understanding what it is they do from the perspective of the client.

As a service-based business, you are the expert in what you do, typically meaning that you will go straight to talking about the solution rather than talking about the problem that your client faces and the outcome that they desire. Being able to put yourself in your client’s shoes is essential for effective business communication with customers. This is true for both marketing communications and sales.

George Swift
Author : George Swift
Author : George Swift

Understanding Your Client

In order to do the above, the first thing you need to do is find and understand your niche. Then, you need to work out who the client avatar is, the person and potential client you are speaking to within that niche. Then you need to speak their language. To speak their language you need to understand their perspective, specifically around the problems you aim to solve and the outcomes you want to give them.

Different Types of Clients

Your client base is unlikely to be as knowledgeable in what you do as you are, therefore you need to meet the client where they are at in their understanding of the problem, the solutions and the outcome that you are offering.

Sophisticated Client

A sophisticated client is someone who really understands what their problem is and understands what the solution is to a degree. This means that you can have a sophisticated conversation with them through your marketing communications and sales processes.

Unsophisticated Client

An unsophisticated client is someone that does not have a clear understanding of what the problem is, but they do experience discomfort, pain or frustration. This means that you would talk to them at that level of understanding. So instead of talking about solutions, talk about the pain that they are in and how they can get the outcome that they are looking for.

The Underpinnings

You need to know how to communicate effectively with customers and clients and be able to understand their understanding of the pain, frustration, and discomfort they experience, as well as the objectives, goals, and outcomes they have in mind, and you need to communicate in a way that makes them want to buy from you. You can do this by communicating how you can solve their problems and create the outcomes they desire in a way that they can immediately see and understand that you are the right provider for them.

If you are speaking English to a non-English speaker, it does not matter how good you are at what you do or how much you can help that person, you are never going to be able to get them to understand what you can do for them and why you are the right person for solving the problem that they have. This is why it is essential for you as a small service-based business owner to speak the language of your clients.

The Underpinnings

You need to know how to communicate effectively with customers and clients and be able to understand their understanding of the pain, frustration, and discomfort they experience, as well as the objectives, goals, and outcomes they have in mind, and you need to communicate in a way that makes them want to buy from you. You can do this by communicating how you can solve their problems and create the outcomes they desire in a way that they can immediately see and understand that you are the right provider for them.

If you are speaking English to a non-English speaker, it does not matter how good you are at what you do or how much you can help that person, you are never going to be able to get them to understand what you can do for them and why you are the right person for solving the problem that they have. This is why it is essential for you as a small service-based business owner to speak the language of your clients.

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