Words can be powerful allies if applied correctly and in the right perception. Through your journey of THE CLIENT NATION, you will have the tools and information to know when, where, how, and even why to speak the language of client fluently. (A language that clients understand and helps them feel comfortable to know, like and trust you and your product so they will buy and refer your product or service. 

"What you say to the client can just as easily  inspire what they share with others, more so than your product or service."                                                     - Rico Pena

"You Speaka the client?"

In THE CLIENT NATION there is one simple and common language everyone understands and uses.  Just like taking the time to learn common phrases and words when visiting a foreign country in order to communicate more effectively, this chapter will prepare you to understand and begin to speak the language of client.  First, what is the language of client?

The language of client is:

CLEAR, SIMPLE statements of the tangible RESULTS a client gets from using your products or services.
They are focused on OUTCOMES and stress the business VALUE of your offering. 

That is the native tongue of THE CLIENT NATION.

Sounds simple, right? As you read on, you will see what our interviews and research revealed, that it is not as simple as it looks. In fact, what we began to notice was what businesses saw as benefits, the client sees as merely features that do not inspire sales or even the understanding of what it is the business did. We found the main reason for this was that most businesses tended not to understand the client perspective as it pertained to their product or service.

If you could know exactly what the client in front of you was thinking, would that help your sales?  What you are about to read is exactly, without question, what every client has told us they were thinking at the time they were being sold or preparing to purchase.

"They are not interested in what you do; they are interested in what problem

you can solve for them or their company."

It's that's simple...what is in it for me? That is all the client is interested in.  If you cannot clearly answer that question in the client perspective that demonstrates value, the likelihood of a sale or a referral goes way down. What are you doing to speak your client's language?

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