Relating to Your Customers – In Their Language

“Relating” is at the heart of the word “relationship.” And the fact is that people prefer to buy and do business with sales people they believe relate to them, and that they can relate to. A subtle element of building a rapport and relating to customers involves talking in the language of the customer, not in the language and jargon of the sales person.

You have probably experienced a sales situation in which the sales person didn’t seem to be talking in the same language as you. Perhaps you have experienced purchasing a “simple” new high tech product. The sales person talked to you using jargon and acronyms that sound like a foreign language – and you have no idea what they are saying. You just become more confused as clearly you and the “sales person” are not relating. Although you wanted to buy a system; you leave frustrated and empty-handed because you are not relating with the sales person.

If you think this only happens in specialty stores, think again! This can happen with your customers, too. Insurance jargon and acronyms are commonly used between professionals. However, to the average consumer – they are a foreign language.

Successful agents will translate and try to speak to their customers in a way that every customer can understand – they relate the conversation around the customer’s world. This eliminates one potential stumbling block to sales success. More importantly, adopting this approach will help you to establish better rapport and build more productive business relationships.

So, the next time you find yourself speaking to a prospect or a customer using “insurance jargon” and you see a blank face across the table, quickly catch yourself and then translate what you are trying to say into words that your customer will understand and respond to. To win more sales - speak in the language of the customer!