Considering my trade, I am fortunate to be able to travel and see how many in my industry conduct themselves with their clients all over North America. When discussing business development with them, most struggle in one key area. Many have problems communicating with their clients. Why is this? For some of us, communication is a natural element to us. We feel that without good communication that something is amiss when doing business. It is absolutely KEY for us to have elevated communication. So what's the deal? Where are some people going wrong in this arena?

I have noticed something holds true for most business owners and sale's staff. It's a lack of authentic communication. When I say authentic, I mean a few different things...and by the way, I suppose I could have used the word 'genuine' as well. Authentic communication is communication based upon a desire to truly understand a client's needs and the ability to convey your organization's possible solutions in an easy-to-digest manner for the customer. This style of communication must be founded on a genuine desire to create quality solutions for clients. What I like to tell folks I am training is that they should act as a client's fiduciary. They should literally feel a moral obligation to look out for the best interest of the client. After all, the company representative likely understands the technologies, services and application of the subject better than the client. What can the client offer though?

A client can offer the knowledge of what they need. These are details that no representative can come up on their own. Good communication with an eye on creating an authentic solution will bring out these details from the client. Maybe not in technical terms. But with the right questions, a representative can draw out the specifics of what a client is looking for. Think of these individual bits of information as ingredients. These ingredients are not enough to make a beautiful dish though. For an incredible dish, it requires ingredients the client does not have....the details of your solution and the application. Those too are ingredients. It's when the chef puts all of it together, the dish is complete and worthy of admiration. In case you did not figure it out, the representative is the chef.

Let's back up a moment and understand a little better why authentic communication is the best route for creating long term clients that are truly satisfied. When one focuses on the client's true needs and not on what the representative wants to sell, the client's core needs are fulfilled. It is as if that dish you created completely satisfied their hunger and when they reflect back on the meal they will only have fond memories. Whereas if you do not listen when creating this dish, you will be missing vital ingredients that are needed and the dish will be lacking. Maybe it was *just enough* to settle an immediate need to snack, but the client will look to a new chef for that ideal dish.

Too, the client will start to understand that you are not out to rip them off. They will soon learn that you are genuinely attempting to create a solution for them. This leads to a client feeling more comfortable as they do not ever feel as if you are slipping your hand into their pocket to steal money out of it. For many, they go into new business relationships cautious because they've not yet learned if you are the same as that last person that did not genuinely care about their needs. It is at this point that communication can be further refined and honed. Maybe where before the client would not talk budget with you for fear you are going to max it out for the sake of maxing it out, they may now communicate that they are working with X-budget because they know it is a vital detail for your solution. Because they feel you yourself recognize your moral obligation to them, the games that many play will be set aside for the greater good of making something beautiful for the client. Many people are cautious for good reasons that are based upon experience. Prove yourself ethical to your clients. Communicate with them and look for ways to give them more while not extracting every single cent from them. If they unknowingly ask for more than is necessary to hit the mark, BACK THEM OFF and then TELL THEM.

Good communication does not only mean backing clients off from spending more. Sometimes good communication means telling someone they can't get the right solution for their budget. Sometimes they need to spend more and you must have the fortitude to be able to tell someone they must increase their budget if they want a quality solution. If they can't increase the budget, you must frame their expectations around what it means to spend less and get less. At it's core, authentic communication will mean that the client ultimately sets the end result of a project and you are a guide that takes them there. An experienced guide listens, educates, directs and protects those they are guiding.

There are more ways to communicate with clients in an authentic way than what I've noted. Quite frankly, I do not know everything on the topic and have much to learn. But these are some of the things I focus on myself. The feedback I have received over the years has molded the ways I communicate with my clients. This has helped me to develop and grow a truly unique boutique car care solution for the Metro-Atlanta market with my shop, Detailed Designs Auto Spa. I hope that this is the encouragement some may need to step out of their shell and elevate their communication which will have a positive impact on all client interactions.

At the end of the day, your client will know you to be a person who communicates in an authentic way or not. If you focus on your moral obligation to look out for your client's best interests, ask questions to learn about your client's needs, educate them on possible solutions, honestly communicate the results with specific budgets and guide them towards their solutions you will be known as an authentic communicator. Successful interactions with clients will grow. And just like you and your favorite restaurant, they will return for an exquisite dish by their favorite chef.







