Do You Know Your Customer’s Communication Clues?

In the past few weeks, I’ve led you on an exciting exploration into the realm of customer emotions and how understanding their stories can revolutionize their buying experience. At the heart of this journey lies a skill that’s often underestimated but holds immense power: curiosity.

The burning question is, how do you discern when the time is right to be curious? When and where should you dig deeper into your customer’s ‘why’? Today, I’m here to unveil the invaluable customer communication clues that can guide you on this path.

Are You Really Listening?

Imagine you’re meeting a friend for a casual coffee or lunch, and as she takes a seat, she softly utters a simple “Hey.” In that moment, your instincts kick in, and you naturally ask, “What’s on your mind? What’s troubling you?” You’re probably wondering how you knew what to say when your friend barely uttered a word. The secret is simple: you were truly present and attentive.

In my latest book, “Storygetter,” I emphasize that emotions are hidden treasures tucked away within people’s personal stories. Curiosity is the key to unlocking these treasures, but the real challenge is knowing precisely when and where to employ it.

What Are Customer Communication Clues?

In the 1960s, a groundbreaking study at UCLA unveiled three fundamental components of communication. These components, which I fondly refer to as ‘customer communication clues,’ are invaluable in uncovering potential emotional stories. As we all know, people buy with their hearts, and these clues are the compass that points the way.

1. Words

The first clue is the words your customers use. Pay close attention when they employ words that might not be part of your everyday vocabulary or that you don’t fully understand. For instance, when a customer describes their laundry room as “inconvenient,” that’s a word that might not have a clear definition or visual for you. Instead of responding with a simple, “I got it,” which might not convey understanding, ask, “Inconvenient how?” This is the key to uncovering the hidden story. Similarly, if a customer says they need “four bedrooms, at least three baths, and a separate office,” question the term “separate.” Why not just an office? The word “separate” is your cue to dig deeper. Ask, “Could you tell me more about the need for it to be separate?” There’s likely a compelling story behind it.

2. Vocal Qualities

The second clue is vocal qualities. These encompass volume, tone, speed, and pitch. When a customer emphasizes a word with a change in vocal quality, it’s a clear sign of an emotional connection. For example, when a customer says, “I wish my kid’s room was NOT on the first floor,” the emphasis on “NOT” signals that there’s a deeper story to be unearthed. Similarly, if they say, “I do NOT want a neighbor on both sides of me,” focus your curiosity on understanding why they feel so strongly about it.

3. Body Language

The third and final clue is body language. As the saying goes, emotion is motion. Pay attention to shifts in posture, hand movements, or sighs. These physical cues often conceal the emotional essence of the story. For example, if a customer’s eyes wince when they mention something, it’s a sign of a pain point. When curiosity leads you to ask further, you may uncover deeply-rooted emotions.

Use Curiosity To Understand Your Customer’s Story

In a nutshell, these three customer communication clues, when closely observed, will guide you on when and where to employ curiosity to unearth your customer’s story. This approach not only helps you sell more homes but also enables you to make a significant impact on people’s lives. It’s essential to understand that curiosity isn’t merely a personality trait—it’s a skill that can be nurtured and perfected.

To delve deeper into the power of curiosity and enhance your skills in new home sales, I invite you to explore my latest book, “Storygetter,” available at shop.jeffshore.com.