When your business provides a service to another business, youβre the vital link between them and their customers. Small businesses, startups and corporate enterprises depend on business-to-business (B2B) consultants, agencies and service providers to:
- Help them reach their target audience
- Sell them products that increase their productivity and efficiency
- Generate leads, inquiries and sales
- Give technical assistance with legal issues, information technology and human resources
- Maintain offices, equipment and vehicles
Most clients donβt have the technical expertise, time or staff to take care of all the things they need to run their business. Thatβs why they hired you.
However, it can sometimes be difficult to communicate effectively with your clients.
When youβre on the receiving end of a challenging client interaction, it can be difficult to avoid taking it personally.
As a business owner or agency employee, you naturally hold yourself responsible for satisfying your clients needs.
Itβs important to remember that communication is a two way process. While you canβt control what your client says, you can enhance your communication skills to increase your chances for successful client interactions.
The Words Get in the Way
Sometimes clients arenβt necessarily unhappy with the work you are doing. Itβs the communication thatβs the issue. And sometimes it’s not the frequency of communication – they may be getting the reports and updates. It’s the words youβre using when youβre giving updates or answering questions.
They might not understand jargon or remember technical terms. Therefore, be mindful of using jargon and when you do, explain what it means.
You should also be aware your clientβs style of speaking. If they use graphic phrases like βhash out a solutionβ you may want to use soft phrases like βbring clarity to this situationβ? This redirects the tone of the conversation.
Similarly, practice active or reflective listening. During the conversation, use phrases like βI just want want to make sure I understand the issueβ¦β or βSo what I hear you saying isβ¦β Summarizing what the client has said to you shows them that you are trying to understand their needs.
Feedback or Pushback?
When clients give you feedback and it feels like pushback, ask for clarification. For example, use phrases like:
- βTell me more about why you donβt like thisβ¦β
- βTell me more about why this is important to you?β
- βHelp me understand how this helps reach your target audience?β
- βCan you tell me what challenge you are trying to solve?β
This way you are not rejecting a clientβs feedback out of hand. You are seeking more information so you can frame a solution.
Also, acknowledge the clientβs position and then shift the focus to resolving the issue. Use phrases like βI can see how you thought thatβ or βI can understand your thought process.β This will move the discussion beyond the complaint and towards finding a solution.
If you canβt identify a solution during the conversation, tell the client you will consult with your team and follow up at another time.
Use All Your Tools
Todayβs world is fueled by technology. However, email doesnβt always help you effectively communicate with your clients. Emails can be rushed through or only partially read or not read at all. Sometimes the words in emails can be misunderstood. Donβt hesitate to pick up the phone, schedule an in-person meeting or set up a video call when necessary.
However, email is very useful when it comes to follow up. Immediately after your conversation, send your client an email summarizing what youβve discussed. Include the feedback they shared, what issues were settled and any follow up actions they can expect from you. This will make things measurable and give the situation some closure.
Both you and your clients are experts. Your areas of expertise are different but your overall goal is the same: customer satisfaction. The key to reaching this goal is effective communication. Successful client interactions are built on listening to clients and being intentional with your words. You donβt always have to tell clients what they want to hear but you do need to deliver the message in a way that will help you deliver on their goals.