Perspective Changes the Business World

Take a moment. The first impulse is to speak before gathering sufficient information. This approach to communication is never correct. Communication is a process. The sender of the message needs to make an effort to approach a topic from the perspective of the receiver. He needs to deliver his expression after asking himself, "how would this sound if I were on the receiving end of the news?" Unfortunately, there is often little thought given to the process of communication. Instinctively, a statement is delivered with the first thought entering the mind.

The receiver of an ill advised expression of thought needs to analyze what was just spoken. This involves taking a step back and asking a few questions directed at either himself or the sender of the message. It must not be assumed that the message heard was the message intended. Each party must, in effect, change their perspective to have effective communication. They must attempt to see the problem from the other point of view.

Marketing your business begins with effective communication. The marketing director needs to identify his customer. He must approach his marketing plan from the perspective of the potential buyer.

Ask Questions

• Who is the current supplier?
• What are the most important qualities of a supplier?
• What product features are important?
• How important is quality.
• What is more important in your business, price or quality?

Once the potential client is identified, a plan is formulated based on their perspective to meet their need. The wrong marketing message will not get the attention of the intended audience. The message might even be rejected, particularly if the marketing plan was formulated on the basis of profit and not on meeting the needs of the customer. It is at the point of attention that interest, desire and action can be developed to complete the selling cycle.

Communication from the customer is not so well defined.

He may also ask questions.

• Why is the price ten dollars more than the competitor?
• Why have I never heard of this business?
• Where is the product manufactured?
• How long does it take for delivery?
• Is there a warranty?

The customer is interested when he asks questions. Answers to some questions may be addressed in the ad campaign while others are addressed upon inquiry.

The business has turned failure into success by delivering a message directed at the needs of the intended audience.

I would enjoy hearing from others with similar experience. All replies are welcome. Please find out more at http://www.atekmo.com

© August 24, 2010, Michael D. Miller, U.S.A