It’s Not Complicated. More Communication is Better.

I love AT&T’s “It’s Not Complicated” commercial where an elementary school girl tries to explain why more is better than less. After struggling to make her point, she finally just says: “We want more. More. When we really like it we want more.”

http://www.youtube.com/watch?v=48-tcRiBNj4&feature=youtu.be

It’s memorable and makes an emotional impact. The ad also rings true for most of us when we buy. We tend to want more for less more often than not. And if we had to explain why, we might stumble as much as the girl in the ad too.

But what happens when we’re on the other end of the spectrum? We grow frustrated when our own customers or clients push back about price, scope, offerings or perceived value. It’s natural to do so and to think that the price or scope or something must be wrong.

How you respond to internal and external customers who seem to keep asking for more will dictate your level of productivity, profitability and personal growth.

The next time you think your customers are crazy, unreasonable or flat out asking for too much, remember:

• It could mean more about their buying mindset than your price, quality or scope of services.
• You tend to do the same thing when you’re the buyer.
• They might not be convinced of or completely understand the value of what you bring to the table.
• Sometimes you do need to change the scope, improve your offerings or adjust the price. But in many instances you need to help your internal or external customers realize what’s in it for them. 

Ask open ended questions. Listen. Clarify. If their concerns are clear and legitimate, show them how you will improve. When they misperceive the situation, communicate your value in their terms.

And next time you start acting like the girl in the commercial, remember it won’t be long until you’re on the other end of that conversation.