Ask Something Relevant

Lately I noticed tellers at financial institutions and checkout people at stores are purposely attempting to engage their customers in small talk.  Since the effort seems unnatural, I assume they are being trained or at least directed by management to do this.  I further assume they have been instructed to avoid certain topics such as the weather or at the financial institutions any reference to the customer’s accounts.  Instead, they all have the same question, “What are you doing today?”  If the day is Friday or Saturday, they ask, “What are your plans for the weekend?”

I find these questions annoying for several reasons.  First, I don’t necessarily want to share what I am doing.  That may be too personal or require more explanation in order to make sense.  Either way, I am not interested in pursuing that conversation.  Attempting to reply without giving out any information makes me uncomfortable.  I would like to say “None of your business,” but that would be rude.  Yesterday I heard a customer next to me answer by saying, “I’m bored.” 

I almost laughed out loud.

Second, the person asking really doesn’t care, and that shows.  The person’s question is almost an automated response.  The attitude is “Okay, I’ve been told to say this so I will.”  He or she has no interest in remembering the customer’s response.  The question is to fill awkward time and follow orders from management. 

I’m certain management’s intent was to show interest in the customer. 

Finally, I know from experience that this intent could be accomplished but needs to be done differently.  Rather than instructing employees to ask the same question of every customer on every visit, teach them to be observant.  Have them notice something about the customer.  A good focus is the customer’s clothes.  What is the customer wearing?  Does a color stand out?  Does an item of clothing look comfortable or warm?  Does the clothing have an insignia on it?  Does the clothing indicate the customer has been working?

From the customer’s clothing, many comments or questions could be asked.  If the color stands out, a comment of “That’s a bright color, That’s a nice color on you, or That’s a unique color” could be made.  If the item looks comfortable on a hot day or warm on a cool day, say that.  If the clothing has an insignia, the insignia gives insight into the customer being a fan of a team or working for a particular company.  Noting the insignia could lead to a question of how the team looks this year.  If the insignia is for a company, a question of how the person is connected to the company could be asked.  If the customer is in a uniform or dressed in work attire, a question of how was work today could be asked. 

Noting the customer’s clothing and making a comment from it prompts a question that is relevant to the customer.  This question immediately involves the customer and elicits a response.  He or she feels noticed.  This question is personal because it originates from the customer’s clothes yet general because it is not probing for details of a customer’s activities.  This question shows the engagement of the employee through observation.

This question promotes interaction between customer and employee, which is the best way to communicate interest in the customer.

This week's marketing trivia challenge is What relevant question have you been asked?  E-mail me your answer. 

All Customers Are Not Created Equal

To refresh your memory on the first two types of people who spread word of mouth, mavens collect the information of the message, and connectors spread the message through their social network. The third type of person, however, is critical to word-of-mouth marketing. This person nudges, prompts, and persuades someone to do something. He or she is a salesman.

We all know salesmen. They have a natural exuberance and greet you with vigorous handshakes, hugs, and even kisses. They are genuinely happy to see you. There is no fakiness in their demeanor. High on life, they exude enthusiasm, energy, likability, and often charm. They believe that thinking can overcome negativity and are very positive people. They love their job, and they love their clients.

They are hard to resist. Just why is this? Since 85% of our communication is nonverbal, studies have found that in communication nonverbal cues are more important than verbal ones. Little cues can make a big difference. Even the nod of a head can garner agreement to one's position. Salesmen instinctively know about these cues and use them in ways that we do not appreciate.

You see, when two people converse, they establish a rhythm to their conversation. Salesmen differ from others in that they set the conversation's pattern and, by doing so, conduct the conversation on their terms. Without trying, salesmen draw others into their conversational rhythm. Good speakers and musicians do this. They draw the crowd into synchrony with them.

You cannot resist this draw. You will find that a good salesman builds trust in five to ten minutes. Their emotion is contagious, and they want to pass on their happiness to you. You can distill this down to that some people are more expressive and others are more susceptible to this expression. Howard Friedman, a psychologist at the University of California Riverside, developed what he calls an Affective Communications Test which measures a person's ability to be contagious. After giving this test to several people, he conducted an experiment in which he took a few dozen who were contagious and placed each in a room with a person who was not. His results showed that the emotion of the contagious person, whether happy or sad, was "picked up" by the other person after two minutes of exposure with no conversation. Emotionally contagious people, or salesmen, can easily infect another person with their mood in that short a time and, believe it or not, without talking.

That is how salesmen "persuade." They infect others with their contagious emotions about a product or service.

What does knowing about salesmen, connectors, and mavens mean for your marketing?

First of all, differentiating your customer is important. Some are mavens. Some are connectors. Some are salesmen. Some are two of these. Some may even be all three. Many are none. The result is that not all customers promote your business equally with word-of-mouth marketing.

Since they don't, it is important for you to know each of these types. When you encounter a type, recognize that person as a maven, a connector, or a salesman. Each one has a different strength, and each one has a different outlook. Mavens want to know and help others with that knowledge. Connectors want to tell and give the message to a wide variety of people. Salesmen want to infect others with their enthusiasm about your product, service, or information.

Appeal to the strength of each type of individual. Give mavens information. Make it easy for connectors to tell others. Infect salesmen with enthusiasm about your business.

Remember, all customers are not created equal in their potential to spread word of mouth about your business. To maximize your word-of-mouth marketing, treat them according to their type.