How to speak the language of your customer

How to speak the language of your customer


Good quality communication is always about the recipient. To reach out to your customers you need to speak their language and tell them what they need to know in a way that they understand. It is tempting as a business owner to talk about ‘our products’ or ‘our solutions’ but people are coming to you because of their desires or their problems. Speaking the language of your customers is essential in making a sale, and as a customer focused marketing agency we can help you to identify how to speak to them in the best way possible for your business.

Using the right pronouns – When selling to your customers as we’ve already said you always need to talk about their problems and needs. Using the words ‘you’, ‘your’ and ‘yours’ makes the sale or product about them instead of being about the company. When you talk about what ‘we’ do, you are excluding the customer from the conversation. It is essential that the customer is included in the conversation by telling them how ‘they’ will benefit. Make it personal to the customer to engage them more effectively.

Use common language – There is a difference between the words you can use to describe a product or service. This difference between the words you choose can either alienate or engage the customer. While both choices of word may be correct, you need to tailor your language to the customer and not to yourself. Remember that your understanding of your business will in most circumstances exceed the customers and you need to speak to them in a manner that they will clearly understand without all your industry background and knowledge. The key is knowing the demographic of your target customer, including their level of education, interests and experiences. This will help you pitch your choice of language and style of how you address them correctly.

Explain everything – While it may be easier for you to refer to things with acronyms or jargon, this is not easier for the customer to understand. A customer may be left confused by jargon which can leave them unsure about the purchase they are making. They will be unlikely to know what HPWB (high pressure water blasting) means, but they will understand that you are cutting the material. When communicating with a customer you should lead with the features and benefits and avoid using industry shorthand and technical terminology and should instead explain everything and why such details matter to them as the end user. It may take longer but this will lead to greater customer understanding, which in turn will culminate in better buy-in and results. A good trick is to imagine you are explaining the information to a child or friend.

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We would be delighted to listen to your business goals and help you realise them, please get in touch today on 01392 241653  or contact us through our website here, we’d be delighted to have a no obligation chat to see if we can help your business grow.