Chapter 12 - I Don't Understand

The author quotes a character from Alice in Wonderland, who insisted "When I use a word, it means just what I choose it to mean." This is a common real-world problem, in which two people in a conversation each know exactly what they mean to be saying, but the other side interprets is in a completely different manner.

Commonly used terms such as "comprehensive," "all-inclusive," and "guaranteed" imply things that aren't generally meant, and salesmen generally don't mind that the customer imagines it means more than it does if their understanding of the term makes them feel secure enough to purchase. The problem is that enough customers have been tricked that the word "guarantee" doesn't mean anything to anyone and a verbal assurance doesn't carry much weight when they expect that when a problem arises, the service provider will insist it's not included in the written contract.

However, there are instances in which the salesman does not intend to mislead the customer, but the customer made assumptions of his own. Carefully explaining what is included in a service before a contract is signed can help to prevent such misunderstandings, and carefully handling any misunderstandings that arise is critical to maintaining their future business.

Rather than taking the perspective that the customer's misunderstanding is their fault, accept that you are equally to blame for failing to communicate in a way that he could understand.

The author presents another mock dialogue between a customer who bought a "comprehensive" security package and a salesman who must insist that this package didn't include repairing damage done by thieves. The salesman shows empathy for his situation, refers him to the contract language, and apologizes for not having been clearer. He goes a step further by offering to help him find a contractor to do the repair, but insists that the firm cannot cover the cost of the repair. While the net result is the same (the customer must pay for the repairs), the salesman's demonstration of concern and willingness to help to the degree that he can likely help smooth things over.

A few random tips follow:

• Beware of vague terms such as always, comprehensive, permanent, and the like. These always open the door for someone to expect to mean more than they do.
• Beware of promising, or even implying a promise, to do more than you actually will. In the long term, you will keep customers longer if they discover you will do more than expected than if they discover you will do less.
• Summarize what was said at the end of any lengthy discussion to make sure that everyone has the same understanding.
• When there's paperwork to be signed, review it carefully with the client to ensure they understand what they are agreeing to. Never ask someone to sign something without reading it, or slip into a contract anything that was not discussed.
• Set expectations for outcomes, including the dates by which they should expect to see results. This is particularly true when a benefit won't be noticeable immediately.