What’s your audience’s frequency? What’s the station that your customer is listening to? What channel should you set your dial to? I would bet and say it’s WIIFM.
When presenting to an audience you need to understand why they would want to listen to you you. The question residing at the backs of their minds is “What’s In It for Me?” or “WIIFM”. If you don’t give your audience a WIIFM, then they will quickly lose interest. What this means is, you need to tailor your presentation to your audience- whether it’s a sales pitch or if you are presenting a facts or a proposal.
So tune into your audience’s frequency. Is there a WIIFM? Understand what your audience really wants before you develop your pitch or presentation. This will give you a better chance of having your audience listen to you. Your and audience and you will be on the same wavelength.
Gone are the days when you can simply stand on a soap box and give a presentation and expect a crowd to listen to you. Gone are the days when you can show up at a customer’s door step with a fabulous new product and expect them to buy it. If there is no WIIFM, then there is no reason you should have an audience or a customer would buy.
So how do you tune into WIIFM? You need to know your audience. You need to understand their needs. You need to understand what they want to hear.
When developing your presentation, understand what your audience needs to hear. Are they the kind that likes to see graphs? Then add graphs to your presentation. Are they the type that likes to hear stories about how your product helped others? Then tell stories. It is very important that you understand your audience or customer before you give them a pitch or presentation.
But simply graphs or stories to your presentation is not enough. You have to truly understand your audience. You must give them a reason to listen to you. You must help them realize that you kept them in mind when you developed your presentation. You must let them know what’s in it for them. You’ve got to tune into WIIFM.
Thanks for reading this piece. Have you used WIIFM in your work or presentations? How have you used it? Please leave your thoughts in the comments. If you liked what you’ve read, please don’t hesitate to share this with others. You can also contact me at email@example.com
It’s my personal belief that no matter who you are in any company, you are a representative in that company. Being a representative also means providing customer service. That also means handling customer complaints.
Years ago, I used to train customer service representatives in some soft skills. There I learned of a technique taught by one of the other trainers. This was the HEAT technique for handling customer complaints. This technique has remained with me all these years.
HEAT is an acronym that helps us understand the customer’s needs and handle the complaint. It lists, in order, what to do. Let’s dive into HEAT.
H- Hear Out the Customer
This simply means that you give an ear to the customer’s issue. Sometimes just doing this will diffuse the situation. Hearing the customer out, makes a tremendous difference.
By doing this, you are letting the customer know that you care. You are trying to make an attempt to understand the situation. This often goes a long way with customers
A- Accept Responsibility
Accepting responsibility means not passing the buck. It means not saying that it’s not your job and pushing the complaint aside. It means you are willing to apologize on behalf of the company you work for and you will do whatever is in your power to improve the situation.
T- Take Action
Take action. I don’t really have to elaborate on this. Do something to change the situation within your power. Connect the customer with the right person. Send out an email. Let the customer know that you have done everything you could have done to make the situation better. I personally think this helps lead to a sense of calm.
Learning these steps helped me better understand what the customer needed and wanted in many situations. These steps helped me also realize there are simply the things I would like also as a customer if I had a complaint. These steps helped me also become a better customer.
Have you ever been in a situation where you had to deal with a customer complaint? What steps did you take to diffuse the situation? Have you ever used the HEAT technique? Please leave your thoughts in the comments section. I would love to hear from you. You can also contact me at firstname.lastname@example.org