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Talking Your Customer’s Language

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Have you ever noticed that when trying to explain the condition of your customers chimney, when all of a sudden their eyes start to glaze over and they get this funny look on their face? Well guess what? Theyve checked out!

Its tough to remember to translate the everyday technical terms that you use into what is understandable and meaningful to your customer. For example, you might tell them that installing a chimney liner will correctly size the flue to the appliance according to NFPA 211 standards and it will not only bring it up to code but will also create a UL Listed chimney that will result in the flue gasses having less time in the flue, less turbulence and also will create a more efficient and safer system. Heres what the customer most likely hears I need a chimney liner blah blah standard, blah code, UL Listed blah blah efficient and safer.

Jim and Customer

What they want to hear is Installing a liner in your flue will preserve your chimney investment and require less fuel. It will be listed and brought up to local codes.

Lets try another one. Sir, if we install gas logs you wont have to chop wood, haul the wood, clean the mess up and deal with soot. We can have them installed by the end of next week. Heres what he hears Installing gas logs chop wood (I dont), haul wood (I dont), clean the mess up (I dont) deal with soot (I pay you for that).

What he wants to hear is Sir, next week you can come home from work, kick back in your recliner, click on the gas logs and the TV remote just in time for the NBA playoff.

And what will they remember to tell their friends? Are they going to tell them specifics about which codes and quote it verbatim? Not likely. They will however, tell them how you made their life easier and how easy you made it to do business with them. So remember talk their language. After all, you wouldn’t like it if your doctor talked to you in medial jargon.

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