Understand Your Buyer > Selling Communication Basics > Buyer Language

 

What is it?

Using the language of your buyer is the most direct form of communication. Why force people to learn and use new terms, when they are already using certain words to refer to you.

 

Why does it work?

It works because it removes the barriers to communication.

If people know you as the “Logo Lady” then it doesn’t make sense to call yourself anything other than this term.

In the UK we have “Big Tesco” and “Little Tesco” but the actual names (which are seldom used by customers) are Tesco Express and Tesco Superstore. Whether you adapt or not, your buyers can often find and use their own language for simplicity.

 

How can you use it?

The clues are there. To make this work you need to pay attention to anywhere your buyer is speaking about you which can include things like:

 

• Reviews and feedback
• Emails referring to you
• Listen to conversations

 

Example

A good friend of mine named her business (The Logo Lady) thanks to this being how she was known by others when she was networking.

 

See also

• The Vernacular
• Price in the name
• Family of names

 

 

 

 

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