A few years back we adopted a cat. She was 10 years old, and a little overweight. A few years later the cat was a few years older and more overweight. Her hip joints and heart had deteriorated and, long story short, she went to cat heaven.
Next we had the task of communicating the cats passing to our 12 year old son. I decided to catch him at the end of his school baseball tournament and give him the news before he arrived home. At the end of his last game I asked him to come over to the car with me. Right away he picked up on the fact that something was wrong.
I tried to be extra compassionate - normally not my nature, so I hung on to his hand clasped between both of mine as we sat in the car.
“What’s wrong” he said, “Is it………the cat?” (or so I thought I heard him say)
“Yes”, I replied.
“Dead?” he asked.
“Yes”, I replied.
My son bolted from the car and frantically started running through left field, with limbs whaling. I thought it was a strange reaction, he and the cat really weren’t that close! I quickly shouted, “Get back in the car, you’re causing a scene!”
He jumped in the car and with panic on his face said, “Tell me everything – how did it happen?”
I proceeded – “Well, the cat was on the deck and we opened the door to the deck and called out but she didn’t move, not even after we shook food....”
Just then a strange look came across my sons face. “Are you trying to tell me my CAT is DEAD?”
“Yes, that’s was I said at the beginning! Your Cat is dead.”
“NO YOU DIDN’T”, my son yelled – “I asked you if DAD was DEAD and you said YES!!!!”
Then it hit me – Miscommunication at it’s finest!
In a few minutes after the panic had faded, and colour came back to his face I could see he wasn’t sure whether to laugh or cry so I said,
“I guess this makes the cat news a little easier to swallow!”
My son fully recovered, however clearly my communication skills had been lacking that day resulting in “THE CAT STORY” as it is now known throughout our family circle!
In business, clear communication is a little more structured, and answers to the most basic questions provide the most important customer information.
Think about communicating with someone that knows very little about your business. Are they able to find out information about your business without much difficulty or confusion?
Can they find the answer to the most important questions?
WHEN are you open?
WHERE are you located?
HOW do I get to your store?
WHY do I need to go there?
WHAT do you sell?
These may seem very basic when you are so close to the answers yourself, but if you want to attract new customers, then clear communication of the basics is important and should not be taken for granted, even for well established businesses.
Here are some ideas for communicating your business to others:
1. Post the basics about your business in your store for walk in traffic to read.
2. Have an “About us” section on your website.
3. If you have a store front, always print your address and phone number on all hand outs.
4. If you have a website, make the address visible on all marketing materials.
5. Have a FAQ and a CONTACT US page on your website with how you can be reached.
6. Make a “communication” card listing When, Where, How, Why and What of your business. Use it as a bag stuffer, direct mailer, or target area insert.
7. Run a contest with a weekly question about your business in the local media or as a direct mailer to potential customers in your target area.
8. If you have a nice store front – take a picture of it and promote the visual.
9. Ask new customers if they have any questions about your business or what they would like to know.
10. Never assume people know where you are located! Tell them!
Wishing you the best in CLEARLY COMMUNICATING your message!
