I tend to underestimate the importance of this, but recent experiences reinforced just how important confidence & certainty are when communicating what you do.
A quick story.
Marian and I decided back a few months ago to put in a swimming pool. As I write this, we’re at that point of no return with a big hole in the back yard.
This is the first time I’ve ever had a pool, and to be perfectly honest I viewed the whole project with a fair amount of trepidation.
Marian went out and found 4 pool companies to bid on the project. With varying degrees of enthusiasm they said that, Yes they could do a pool for us…the results would be fine…that they did a lot of pools…that they hoped that we wouldn’t run into unforeseen issues…blah, blah, blah.
What was lacking was any sort of enthusiastic confidence that Marian and I were going to be 100% delighted with the end product…that, Yes we may run into problems but I’ll get those solved so you’re 100% delighted…Yes you might want to put that particularly stone on the deck but if you do it this other way you’ll be 100% delighted…
And then we met Wendy.
First question out of her mouth...”I see all the other designs include a spa with the pool. Let me ask you a question, how much do you think you’re going to use it?”
Marian and I looked at each other and responded, “Well probably a lot for the first two weeks and then probably never.”
“So just why do you want to spend $15,000 on the spa?”, asked Wendy.
Total confidence and certainty.
“Look this is the way it’s going to go and
let me tell you precisely what the steps are.”
-Wendy, Totally Confident & Certain Pool Contractor
We feel completely taken care of and 100% confident we’re going to be delighted with the end result.
Granted, there’s a fine line between confidence & certainty, and arrogance, and it’s important that we don’t cross it. But here’s the reality, and why I think many of us don’t always do as good a job as we could in this regard.
We don’t explain what we do as a series of very precise steps.
I’m in a coaching program with Frank Kern and we recently discussed this topic. One interesting point that came out of that discussion was the importance of having a system that’s easily described and understood.
- First we’re going to do this.
- Then we’re going to do this
- And then, this…
When you communicate your system then you naturally communicate with confidence and certainty.
Food for thought. Let me know what you think.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube