The Four Characteristics of Great Communication

Are you spreading the right message?

Here is a statement very few of us can argue with;
 
‘The quality of the communications your customer sees is fundamental to how many of them buy from you.’
 
In fact, one of the most powerful tools in a salesperson’s arsenal is the way they use their words to shape their customer interactions.
 
When working with our customers to apply The Growth Framework, we look very specifically at the sales and marketing activities that businesses carry out. We assess them against the four key characteristics of really great quality communications. 
 
Businesses that are nailing the way they interact with their customers have far higher conversion rates and much larger pots of revenue. It’s well worth you thinking about exactly how you are maximising the quality of your sales and marketing interactions in your business.
 
Keep these four characteristics in mind when you are considering how well your customer shares its messages with your clients:

DIVERSITY

Ensuring that your sales and marketing communications take into account a broad selection of channels is fundamental. Everyone in your audience will want to access your company’s information differently. Each will have diverse learning styles and preferences for communication. If your customer journey is one dimensional and relies exclusively on a small handful of sales and marketing interactions, you will lose opportunities. 
 
A highly refined customer journey uses a multitude of different types of communication to ensure that you are getting your message across to your desired market in the right way; so ask yourself these questions:
 
Are you accommodating different learning styles?
Can you access your customers in a way that appeals to them?
Are you consistently engaging people in the desired way?

CONTENT

Thinking specifically about what you are saying and presenting to your audience is crucial. Businesses who define their tone of voice and core messages and communicate with consistency get far better results. If you were looking to appeal to a hairdresser, you would use a very different tone of voice than if you were communicating with a firm of solicitors. The language required and the engagement required will differ. When you are shaping your content, you need to think about the following questions:
 
Is your messaging appropriate?
Is it suitable for your target market?
Does it contain all of the right information?

STRUCTURE

A business that defines clear guidelines concerning the structure of their communications has a far better impact when dealing directly with their clients. Clarity of messaging is fundamental if you wish to successfully influence a decision. In written communication, we need to think about complete sentence structure, accurate grammar and the correct principles of writing. We need to be mindful of the agenda of our face to face meetings and in our telephone interactions. We should consider the structure and flow of a call. A well-conducted customer interaction leads to far better influence than those that are poorly considered. Ask yourself:
 
Are there clear stages to your communication?
Have you provided clear guidelines around how your team should interact?
Is there a clear beginning, middle, and end to all of your customer interactions?

QUANTITY

The final area to consider in your client communications is the quantity or volume of information you send. You need to think carefully here about the planning of your customer journey, the regularity of communication and the time frames at which you follow up. It’s essential to consider your client needs and expectations concerning the quantity of communication. If you are not in touch regularly enough, you will drop out of your customers mind and they will not be motivated to purchase; If you are in communication too often you become a pest and lose their trust and rapport. You should be thinking carefully about the correct volume of your sales and marketing activities. Consider:
 
Is your customer getting the information at the right time?
Are you available regularly enough for them?
Is there too much or too little communication?
 
Evaluate and order the current communications coming from your business against these four areas and you will begin to better understand the experience that your clients are having.  
 
For a great infographic to aid you in implementing these ideas, please click HERE
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