1- Listen more, talk less
Speaking a lot can often go hand in hand with being a terrible listener. Search marketing is an industry full of technical information and jargon so clarity is essential; be sure to listen and engage with your target audience.
Over talking can result in your audience losing what is really important about what you are saying. I have personally witnessed many presentations in which the speaker has bored the audience with information that may be correct, but holds no real substance.
Many presenters are almost afraid of the so called infamous pause. There is absolutely nothing wrong with a pause while you are speaking, the pause in your speech allows your audience to grip the topic you are covering.
The most important thing is to find a balance which rests in between over explaining the topic and supplying the target audience with an adequate amount of information. There are many ways of doing this, I personally have three rules which I follow to enable my audience to leave my presentation feeling like they’ve learnt what they needed to.
Learn from your client. If the client is not able to give any input you will not be able to know if they are understanding or not. So my first point is to allow the client to communicate if they are struggling to understand. Allow them to signal if you are lacking in detail, or if you are missing the point altogether.
Allow time for ‘Dead air’ i.e. a pause in conversation. This allows you to compose yourself to approach the next point with confidence and clarity; it also allows your client a chance to give feedback.
Before you move on to a new topic. Give your client enough time to digest the information and ask any questions that they may be holding back.
The whole point of meeting with a client is to make them feel welcome, make them feel as if you are putting your best efforts to meet their needs.
2- Make sure there is a mutual understanding
The main question, the main reason that communications between you and your client may break down is likely to be due to a misunderstanding on both parts.
If you do not attempt to understand what your client is looking for from you then things can really go wrong. If your client is asking you for one thing, and you are lead to believe they desire something else, then it often causes big issues.
One example in which I can relate to is when my client did not believe that our SEO efforts were increasing their traffic organically. They seemed to believe that their lift in the ranks came down to their own marketing efforts.
The client couldn’t not match up the results which we were giving them, this is because those results were not in the format they wished for.
Essentially the most important factor of having a stable relationship with a client is to make sure you have a common understanding with each other.
If the client […]
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