5 Ways to Speak Your Customers' "Buy Language"

A couple of days ago, I had the opportunity to talk to three female friends of mine. Most of the conversations centered on typical life updates, but we eventually landed on relationships. As soon as we hit the topic, all three asked me about my "love language."

I had no idea what they were talking about, but given the trend in our conversations, I decided to Google it.

In case you didn't know either, let me enlighten you...

The 5 Love Languages are specific ways a person needs to be communicated with in order to feel loved. Author Gary Chapman enumerates them as:

1. Touch
2. Gifts
3. Compliments
4. Quality time
5. Acts of service

Which ones make you feel loved? (If you’re not receiving any of the five from your partner, consider showing them this article or perhaps serving divorce papers.)

Now consider that your partner might prefer "speaking" a completely different kind of love language. You might be giving her gifts when she wants more deep conversations. Or, you might be talking to him when he wants to be touched.

As happy as I am to save a few marriages and possibly end a couple, my real reason for sharing this is money.

Yep, the 5 Love Languages have application in the business world, too. You see, all of your customers have a "Buy Language." Your sales suffer when you don’t use it.

When you speak the right language to your customers, they feel understood. They believe that you have the answers to their problems and are aligned with their preferences. You protect your business against competition because your customers feel like you’re the only one that “gets” them and, therefore, can help them.

When you fail to speak their "Buy Language," your potential customers automatically “de-register” you from their minds. They don’t ignore you because they don’t need to. You simply cease to exist for them. And you don’t get a penny of their money.

Now that you know the stakes, here’s how to discover and speak your customers’ "Buy Language."

Research their pain

All purchases are meant to resolve some sort of pain, even if it’s boredom. Do not make assumptions as to what that pain is.

Case in point: Many marketers in the bodybuilding niche went broke because they assumed lack of health was a pain point for would-be bodybuilders. Not so. Instead, the pain—and we’re not making a judgment here—is a fear of rejection by women and self-hate of their own bodies.

In fact, customers in the bodybuilding niche will joyfully sacrifice their health to add another inch to their biceps. Ask any of the guys who’ve injected Synthol into their arms to blow them up like water balloons. They’re running away from some serious pain.

So address it. Don't shy away from it.