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Speaking The Customers’ Language

Another tidbit from Drucker’s Effective Executive:

“The man of knowledge has always been expected to take responsibility for being understood. It is barbarian arrogance to assume that the layman can or should make the effort to understand him, and that it is enough if the man of knowledge talks to a handful of fellow experts who are his peers…. If a man wants to be an executive–that is, if he wants to be considered responsible for his contribution–he has to concern himself with the usability of his “product”–that is, his knowledge.” (italics added).

Companies cannot expect their customers to make the leap to understand them. We could recast Drucker’s quote to read:

It is barbarian arrogance to assume that the customer can or should make the effort to understand how your product or service helps them.

If you want to be truly successful, you must take responsibility for the usability of your message.

Remember, your customers base their purchase decisions on the attributes of a product or service that enable them to do one or more of the following four things (known as Customer Purchase Driversâ„¢):

  1. Make more money
  2. Reduce costs
  3. Mitigate risks
  4. Satisfy an emotional need

How does your product and service satisfy these Customer Purchase Driversâ„¢? To be successful, it is up to you to help your customers bridge the gap between features, benefits, and these purchase drivers.