What Do Clients Want?

We continue our series, dedicated to psychologies aspects of our business. Today we’ll talk how to communicate – what are the main rules and why it is better to follow them.

It’s quite easy to find out and implement some marketing instruments. You can create a great website, have a lot of likes & comments on your Facebook posts, hire polite administrator to your salon, but the client comes not only in the interior or to the signboard, but to the artist.

The perfect artist is not just someone who understands his profession, pigments and technologies. He should be able to communicate. The good news is that it can be learned.


How do we communicate?

We communicate with smells, sounds, visual messages, and touching. Studies have shown that exchange of information occurs in three ways: visual cue is 55% of the message; the tone of voice conveys 38% of the information; and 7% of information is transmitted in the conversation.

Let us examine the first 55%.

Let’s talk about posture and body language. Psychologists and communication specialists suggest to take a «soft», nonaggressive pose. A small tilt forward during a conversation causes the trust. Openness can also be demonstrated by unhurried gestures, good posture, relaxed facial expression and neutral eye contact. What is not recommended? The bored, yawning and aggressive face expressions. For losing a client – take a tense posture, pull your chin ahead and cross your arms.

38% is a significant figure, enough to appeal to the advice of psychologists and speech technology experts.

Research suggests that low voice is easier perceived and sounds nicer. If your intonation is up by the end of the phrase, the listener involuntarily looks forward to the continuation. The volume of the voice reflects the interest, sincerity and confidence, but also it can signal an impatience and irritation.
The speaking rate is also an important element of speech. People like good diction, clear pronunciation, professional terminology. What they don’t like? Bad pronunciation and instructive tone. If you speak monotonously, your client probably won’t listen you.

The words themselves. Only 7%, but extremely important ones.

Thanks to words, communication becomes efficient. It is better to avoid expressions like “You should”. They can be replaced by the phrase: “Would You”. The phrase “I’ll try” causes a sense of bewilderment. Speaking this way you might show that you are not ready to take responsibility for the result.

Communication is not only the ability to speak but also to listen.

Listening is a hard work. You become a participant of the conversation only if you listen attentional. If one tells you something, he is waiting for the reaction. The client can talk about children or family problems. Just try to show interest without curiosity, not crossing the relationship line with a client.
Pay attention to the tone and hints, try to sense the mood. This is the method of “reflective listening”. There are a number of techniques that help to confirm if you interpret the hints of the client correctly. For example, to paraphrase. “Do I understand correctly?”.

What customers want?

To understand the expectations of a client you should give him the opportunity to describe his desires and ask open-ended questions, e.g. “What do you want?”. To be sure that you understood everything correctly, ask closed-ended question: “Are we doing that?”.
Focusing questions can be: “You agree with me?” or “Is it worth?” etc.

And one more thing, – don’t forget about politeness. Please address the customer by name to emphasize his/her importance and individuality. It is a world-wide standard. There are some rules, which you know better than we do. They depend on the communicative and cultural traditions of the country where you work. For example, just three letters of the proposition “but” can undo all what you said before to the Russian client. Every culture has its own «buts».

Enjoy your communication!

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