Do you speak "Customer"?
Years ago in a room full of college students, I watched a young woman converse effortlessly with people from FIVE different countries.
(Can you believe? FIVE!)
American parents raised Lisa in the former Yugoslavia. Besides English and a Slavic language, she was fluent in Italian, French, and German. Oh, and she was there at the University of Grenoble learning Spanish.
Watching her work the room was uh-mazing. People loved talking with her because she understood them.
Standing beside her with my meager English (and 13 hours of college Latin), I felt like a total doofus. E Pluribus Unum, anyone?
Being able to understand others—and have them understand you—is a rare gift.
And in business, it's a necessity. Excel at communication and you have a leg up on the competition. Suck and you're sunk.
So, what's the one language businesses need to master more than any other?
Customer.
"Speaking Customer" means being able to clearly and simply articulate three things to any and every sales prospect:
The customer problem you solve
How your business solution makes a customer's life better
What customers have to do to get your solution.
Obviously, if you can talk in greater detail about how you help clients, all the better.
But learn to express those three basics above, and you'll be like Lisa.
You'll have customers from all over lining up to talk with you.
Here's to speaking "Customer,”!