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Conundrum: What you say or how you say it?

11 Oct 2012 | Posted Under Sales

Conundrum: What you say or how you say it?

The power of words. Because of my role in life as a communicator; and helping others to communicate – whether it be the written word or the spoken word, I do value ‘words’ and find myself spending a good deal of time- sometimes too much time-pinpointing the right word or phrase.

Because I am a skillful listener; which further makes me a great communicator- words do impact me!
For example, I recently implemented a hosted phone system from Centratel (also a member of the Central Pinellas Chamber of Commerce). This was a great move to allow me to have a better communication flow for the business.

I tell you that because it meant I had to create new business cards. New business cards meant that it was time for a new tagline…. You know, that buzz phrase that everybody needs to hear! This goes hand-in-hand with my rebranding my website which meant I had to think of even more words. This is the challenge…. Sharing what you do, and who you are as succinctly as possible!

Working with a good friend and colleague, Fritz ,we dissected quite a bit of information! My focus for all of my clients is on Lead Management! That is not an everyday phrase in the business world today…. So I was told! Therefore what is that really- it means helping clients to get prospects that become customers, nurture those prospects until they do become customers and then engage customers so that they become advocates!
Boy that is a mouthful! ( smiley face)

At lunch we talked about this further and explored what this really means to business and we threw away the buzzy business words like growth, business success, bottom line – all great words but they don’t really say anything!

We decided on a REAL tagline that would have an impact: Increasing Sales for the Long Term!

Why that? Every business today needs to be about more than just one purchase or one contact. It is about the LTV – lifetime value – of the client! It is about Life Cycle Marketing – which means keeping that client in your sites, on your radar in knowing what their own goals and needs are – now and LONG TERM.

What you say when you keep in touch with these clients is as important as the act! That is another subject! Another subject is, of course, how you say it!

Before I close a very funny aside about words ….. Working with a client’s contact center we have to deal with giving directions and helping people find the office! The market is the baby boomer – and attractions include several ‘LEFT TURNS’ …. From the main road! One associate as giving directions to a patient and kept finishing her sentences, to do with the left turns – with the phrase RIGHT! The person on the other end of the phone is going crazy … So I prompted her to say ‘correct’ or ‘yes’ ….. I have been the person receiving the kind of directions in my lifetime, what about you??? You have to laugh!

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