How often do you say something and people misunderstand you? When does it happen more often – when you are with your friends and your family or when you are at the office with your colleagues and customers? When it comes to your friends and relatives you can surely ask them directly what they can’t comprehend, can’t you? If this is your job, however, the situation is more complicated, especially if you need to communicate regularly with your customers.

You know very well that you offer quality products and your services reach high standards. Well, you perhaps still wonder what you could do better to make your business even more successful, to attract more customers and increase your sales. You probably ask yourself how to make the people understand that your products and services are worth it.

What would the first thing to do be when we face a new customer who is not familiar with our products or services? We would likely attempt to persuade them. But how do we do that? We usually address why we think our product or service is useful and important. How do we, however, know what is useful for somebody else? Think about that… How often in such circumstances do we refer to statistics and common phrases? Do we start to present our point of view and perspective on why something is important and useful? But how we can be sure that what is important for us is important to the others as well? For whom is this important – for us or for the person that we interact with?

If it is for us, is that same thing valid for them?

If it is for them, do we bring up the most appropriate arguments for them why our product or service is worth?

Here comes the trick – we need to be able to think as if we are in someone else’s shoes. We need to be able to figure out what is important and useful for them, what is worth it from their point of view.