The Pioneer Communicator -- September 2004

PR Principle:  Speak Your Audience's Language

The January 2004 edition of The Pioneer Communicator provided an overview of the Principles of Effective Public Relations.  These principles are the fundamentals; they are as important to your Public Relations effort as blocking and tackling are to a good football team.  Last month's edition of this newsletter explored the importance of knowing your audience.  This month, we will discuss the concept of speaking your audience's language. 

Speaking Your Audience's Language

Effective communicators have the ability to articulate their thoughts in a way that has meaning to their audience.  In order to do this, you must speak your audience's language.  This requires that you take the time and invest the energy to get to know your audience and understand what makes them tick.  I once heard it said that you must "see Sam Smith through Sam Smith's eyes."  For ideas on getting to know your audience, please review last month's edition of this newsletter.

Here are a few common-sense tips for speaking your audience's language:

- Don't use industry lingo.  Unless the person with whom you're talking is part of your industry and understands the jargon, they'll quickly tune you out.

- Know your audience's language and motivations.  Know what makes them tick.  Read the publications they read.  Listen more than you talk.

- Communicate in terms that are tangible and have meaning.  For example, if you are in a sales capacity you should sell benefits, not features.  People don't purchase a product because of its features; they purchase a product because they believe its features will benefit them in a tangible, meaningful way.

- Put yourself in their shoes.  If you are able to view the situation through the other party's eyes you will be able to effectively speak their language.

Effective communicators are able to articulate their thoughts and ideas in a way that makes sense to their audience.  They are able to connect with their audience because they understand what makes them tick.  They are able to reach their audience because they speak their language.  

Your ability to communicate with key target groups (i.e. potential customers) is fundamental to your ability to succeed in business.  Invest the time and energy required to speak your audience's language.

Networking Tip:  Centers of Influence

One of the key reasons many businesspeople engage in networking activities is to generate "word of mouth" referral business.  I have yet to meet a salesperson who prefers cold-calling to referrals.  

One of the best ways to generate a steady stream of qualified referrals is to develop "Centers of Influence."  A Center of Influence is someone who has the ability to provide you with a steady stream of qualified referrals.  

Prior to founding Pioneer Strategies I worked in a variety of sales positions.  I found Centers of Influence to be very valuable during my time as a commission-based sales representative.  

For example, I sold wireless phones for some time.  Our company offered a promotion which included free incoming calls.  During that time, a sales representative at a local car dealership became my single biggest source of referrals.  Thanks to his encouragement, a huge number of the salespeople at his dealership purchased phones from me.  They then forwarded their desk phones to their mobile phones, allowing them to receive calls from potential buyers when they were out of the office.  The salesman who provided me with the referrals gave me instant credibility because he was using our service.  Our company gave him an incentive by additional free minutes for every referral he provided.  I invested the time & energy necessary to build and maintain the relationship.  

At another point in my sales career I worked with a company that sold a variety of business forms, including computer checks and invoices.  During that time a number of CPA firms became valuable Centers of Influence.  Some of them handled payroll and check writing for their clients; they purchased their checks through me.  Others actively encouraged their clients to purchase accounting software, then encouraged them to purchase their checks and invoices from me.  

As you can see, Centers of Influence can be a valuable source of consistent referrals.  The key is to build and maintain the relationship.  This requires that you establish credibility and build & maintain trust.  Your relationship with a Center of Influence must be just that -- a relationship.  If they think you view them as nothing more than a transaction, they are less likely to do business with you.  You have to demonstrate that you will take care of them and the people they refer to you.

As with all other networking activities, working with Centers of Influence is all about one thing:  building and maintaining trust-based business relationships that stand the test of time.  It is not an overnight process.  Developing Centers of Influence takes time, but it is well worth the wait.

- Frank Williams

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