How To Speak Your Customer’s Language
This is an oversaturated topic. I know. However, it’s something I’m starting to learn as an SDR.
Initially, I thought this meant scrolling through the company’s website and including phrases they use for their brand hoping this would get someone’s attention.
I was wrong.
What does it really mean?
Understanding the prospect’s role at a company and how your product/service solves their pain point. That’s it.
Of course, it’s easier said than done. There’s a methodology I’ve been practicing to sharpen my ability to speak the customer’s language:
Research
This is a must in knowing exactly who it is you’re talking to.
Are they the CEO? CTO? COO?
Each role comes with its unique set of challenges. What might be important to a CEO isn’t as important for a COO.
By knowing who you’re talking to, you give yourself the information needed to know how to approach the conversation.
Places I’ve used to expedite this process are LinkedIn, the company’s website, contact info provided when they signed up for a trial, hunter.io, etc.
Can’t find any of that information? Ask them!
When you figure out their role, you want to research what they care about. Personally, I use a simple google search of “what do _____ care about?” or “what are the top priorities of _____?” Regardless of how you gather this information, you want to make sure it’s relevant to the person you’re going to talk to. Lastly, you want the information to be a credible source!
How does your product solve their paint point?
When you take note of their role, now you must understand what it is they care about.
For example, according to a study by workday CEOs prioritize six things: growth, handling risk, managing regulatory changes, leveraging technology, pursuing innovation, people & culture, and the company’s next steps.
For the purposes of an email, hone in on one example your product/service will help your customer with!
Empathize
We’re all human. The person you’re talking to wants to be heard and know that someone recognizes their pain point and the stress it causes.
Here’s a tip though: BE GENUINE. If you’ve never had an experience as a CEO, then don’t make one up. You can do this by plugging in an experience you’ve had with a team member/past client that has shared their struggle. Experiment with this!
Don’t put the client in a box
Don’t assume.
Although you can anticipate your clients’ problems, you can never be 100% sure.
This is why you ask to learn more about their unique challenges.
Here’s an example email I sent a prospect:
In Conclusion
Being able to regularly speak a customer’s language isn’t easy and it’s something I’m still trying to learn. But how do you get better at anything? Through repetition. Trial and error.
Just remember: research, the problem your product/service solves, empathize, and don’t put the client in a box.
