One Level Up From “Dummies” Resource

I run into situations all the time where I don’t need a “Something for Dummies” book, but I need the next level up.  I recently spoke with a professional in the financial industry and every other word out of her mouth was a financial term. Being a lovely person I was able to ask what each one meant, but it was frustrating that I didn’t just “know”. For me – not her.  Then I tried to do something new on the computer and the documentation is clearly written for someone who has just a little more knowledge than I do.  Nowhere in this information does it tell you WHY you would use a portfolio or what the Testimonial function actually DOES.  And THEN, I watched Diner, DriveIns, and Dives which I really like.  He went to a place that had many, many ways to order a Philly Cheese Steak and the owner clearly prided himself on that.  Did I mention you order by number?  So if you don’t know what number, not only do you hold up this really long line (and those John Pinette fans know what I would say there) but you also get to feel stupid.  Really?  Come on!

It is time to go back and make sure the rest of the world can talk to us, use our products and follow what we are saying.  There is no reason in the world to use your business short hand with customers unless they have been down this road before.  Don’t expect them to know WHY your product does what it does.  Did you know if you put in your documentation a couple different ways people use your product they might find another reason to use your product and it becomes even more indispensable?  Gold!

And if you are thinking, no one reads the documentation, think again.  I bought a baking stone from Pampered Chef years ago.  It came with this stand that was a little weird but worked to keep the hot stone high off the counter so I didn’t scorch my counter when I used it.  I was at a friend’s house and she had the same stone.  Only her stand was actually a rack – you put under the stone so you have handles to put it in the oven and take it out.  How did she know to use it that way? She read the directions.  Genius.   Guess what I do now when I buy cookware!

So sit down and think about how you would explain what you do with a client to your mother, or your grandfather or someone who doesn’t know it.  They love you and want to understand so there’s no judgment or  grumpy.  Then recognize that if you define a jargony term for me and I get to use it later as if I know it, I get an ego boost. Bonus!  Next time you are with a new client, tell them WHY your product or service does what it does, tell them HOW they interact with it, and make sure they know what they need to know.  You’ll keep customers longer, I promise.

And by the way – I still use my handles as a stand.  And so does my friend now!