Language: The “how” of the Framework
“It’s only words, and words are all I have…”
(With apologies to The Bee Gees)
3. Co-Creation
Co-Creation is easiest when the precision of your language approaches the precision of your technical advice.
In this final stage, we transition from “business speak” to “human speak” via four word filters.
Step 1: Go beyond your communication comfort zone
We all have a communication “home base”—there are four of them—a natural, preferred style for communicating with others, and processing the world.
Without awareness, we stay within our own comfort zone, assuming the potential client prefers to communicate and receive information exactly as we do.
The reality?
When we only communicate from our home base, we typically only connect with people who are just like us.
The other 75% of potential clients likely didn’t engage because they felt a disconnect.
Once you have a working knowledge of the four bases you can adopt the golden rule of connection:
“Communicate with others the way they prefer to be communicated with.”
Step 2: The Four Filters
The second step in Co-Creation is to examine your current conversations through four filters to determine what changes are required.
For some it is just a band-aid, for others major surgery to remove the habits of corporate conditioning.
Non-invasive
Removing obvious "pushy" or "salesy" words and phrases that trigger the Selling Path.
Example:
Instead of: Tell me about… (can be interpreted as an instruction)
Try: Will you tell me a bit about…
Neutral
Using language with no unnecessary connotations.
Example:
Instead of: Prospect (what does a prospector do?)
Use: Potential client
Clarity
Ensuring your meaning is unambiguous, so the potential client is still listening rather than thinking.
Non-jargon
Removing technical and non-technical “industry speak” your potential client might not understand.
Bringing it all together
The Serving Path applied
Two familiar steps on the Selling Path are:
-close the sale
-ask for referrals
On the Serving Path both become “Let them know…”
Instead of “closing the sale”
You simply let them know:
“That completes my part, now it is over to you to let me know if, and how, you would like to proceed from here…okay?”
Instead of “asking for referrals”
(After they choose to become your client) you let them know:
“If there is anyone in your world, now, or in the future, who you think may need my help, I will always make time in my diary for them…okay?”
This is not a small wording adjustment.
It’s not just semantics.
It is a completely different mindset.
The mindset of Serving.
“It’s not about me”.
This framework is designed for people whose role it is to help others.
The only pre-requisite is a genuine care for those who cross your professional path.
It requires a commitment of time, energy, introspection, and practice.
Adopting the mindset, intentions and language of The Serving Path shifts commercial success from something you have to consciously chase, to a natural outcome.
“Noel’s approach to client or potential client interaction is completely different, it challenged everything I knew and had been taught.”
Cathy Brown, Director ACTIV8FINANCE
