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E-ssential
Message # 071:
"See that rock?" -- the case for customer-centric communication in and out of a canoe...
In a tandem canoe, the stern (back) paddler sets the course and the angle of the canoe, while the bow (front) paddler is responsible for quick avoidance maneuvers.
Now picture this. You're in the stern of your canoe, about to navigate a highly technical set of rapids, and your partner asks, "see that rock?"
Your eyes quickly scan the water in front of the canoe -- and you see a lot of rocks. "Which one?" you ask.
"That one," your partner answers, and he stops paddling for a fraction of a second to give himself time to point -- but because he's directly in front of you and his hands are tight to his chest, you can't see what he's doing.
"Which one?" you ask again, wondering how much time you have until it becomes a moot point.
"LEFT!" he calls out, with more than a hint of panic in his voice... but you're wondering, "did he mean 'go left' or did he mean, 'the rock is on the left'?"
"!@*&%$!!!!!!" (That's canoe talk for 'too late'.)
'Customer-centric communication' is the foundation of the Essential Message approach. It simply means speaking and writing based on the other person's frame of reference. That may sound simple, but if it were truly easy, there would be a lot fewer canoes filled up with water -- and you'd be much more compelling and persuasive in all your communications.
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Click on the image to see a video of my daughter Tara, my dog Tetley and me skillfully navigating a class II rapid and executing a nice eddy turn at the end. |
It requires that you put yourself in the other person's position -- and get so good at seeing the world from their frame of reference that you speak directly to his or her concerns, objections, desires, hopes and dreams... even before the other person may be fully aware of them.
Whether you want your paddling partner to 'see that rock!' or you want your prospects to 'see those benefits', customer-centric communication isn't just helpful -- it's essential.
So the next time you want someone to see your point of view - don't start with your perspective. Start with theirs!
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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