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ben johnson & co.

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If you want to sell to them, you need to speak their language. 

11/12/2015

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The other day I went to Tim Hortons and ordered a medium green tea. They asked what I’d like in it. Nothing I said. What did they repeat back?

“You’d like it black?”

What.

I asked for green tea. Then it clicked. They were using the coffee term of no sugar/cream instead of talking about black tea.

The whole event struck me as a service delivery fail.

Contrast that story to when Starbucks added recently dove into tea in a big way. What did they do? They added a spokesperson (Oprah) and a tea company (Teavana). What else? They took coffee out of their name!

​When you’re thinking about selling, consider the language your customers use amongst their tribe.

Cultural sensitivity is as important now as it’s ever been; perhaps the context is the biggest change.
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