Pay attention to the customers’ frame of reference, not yours.
Not your industry lingo, jargon, speak or vocabulary.
Speak customer – that does not mean dumb it down. Your customers aren’t stupid. It means stepping outside of yourself and simultaneously your industry language to dialogue with the customer.
The first step in successfully inviting the customer to join you in enjoying and understanding your beer is to make sure they feel like you two are on the same (grammar) page. Alienation with jargon is easy – and easy to avoid.
Careful. Like Mike says, become a student of your customer.
Industry speak is one of the easiest ways to turn people off and turn them away. Yes, you’re passionate about your beer – stay that way. Be a geek, not a snob.
But you’re not your customer. Pay attention to them, not you.
Familiarity breeds alignment.
It’s easy to do. So do it.
Photo courtesy of Flickr by craftyconfections