The Universal Language

They say that love is the universal language, but I recently had a friend tell me that there are actually five languages of love, according to Gary Chapman.  I was a bit skeptical, but when she explained it to me, it made perfect sense.  People have different preferences for expressing love:  gifts, quality time, words of affirmation, acts of service, and touch.  So if you want to express your love to someone, it will be best received if you know their love language.

Sound familiar?  It should, because it’s a lot like effective communication.  If you want your customers to hear you, you need to speak in a language THEY understand.  Much like love, this is not about YOU, your product, or your company.  So you need to reframe your perspective.  Firstly, what languages do your customers speak?  From our experience, customers mostly speak in terms of their goals or their challenges.  That’s why solution selling is such a big trend:  If you (customer) have this problem, then we (solution provider) can help you fix it.  Only after you move beyond acknowledgment of the problem and the need for a solution, can you (vendor) start drilling down into your types of solutions and their features and functionality.  Otherwise you’ll be coming off too strong and risk rejection — not good for anyone’s ego.

Also remember that each person receives information differently.  For example, some like spreadsheets, some like infographics, some like executive summaries, and some like stories.  So remember when you are in the courting phase, make sure you have a little bit of everything, until you can find the real hook.  Only then are you really ready to  razzle and dazzle your prospect with the details of your competitive advantage, which will help you close the deal.

It sounds so easy, but it’s not always easily implemented. That’s why when you are looking to win, make sure you are positioning yourself from the target’s perspective.  It’ll be a lot easier to communicate and achieve a win-win outcome.

Wishing you success in your hunting!

All my best,
Aruna

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