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Talk Human to Me: Talking Tech Without Alienating Clients

Lea Alcantara
October 12, 2017

Talk Human to Me: Talking Tech Without Alienating Clients

Do your clients understand what you do… really? More importantly, do they understand your value and how their site (and CMS) supports their business goals? Your ability to clearly communicate with clients and prospects can make-or-break a project! In this session, you’ll learn different ways to discuss technical, web and CMS concepts in ways that resonate with clients. EE veteran Lea Alcantara will share real-world conversations with confused clients, and offer practical strategies for clearing up that confusion. Learn how to communicate the value you add to your clients’ businesses by bringing your dev conversations down to Earth!

Lea Alcantara

October 12, 2017
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  1. Talk Human to Me
    Talking Tech Without Alienating Clients
    for EE CONF 2017

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  2. https://youtu.be/opqIa5Jiwuw

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  3. abrightumbrella.com/talkhuman
    Spoiler Alert!
    • Download This Presentation Now:

    abrightumbrella.com/talkhuman
    • Reach Out!

    [email protected] & @abrightumbrella
    • Follow Me Personally

    @lealea

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  4. abrightumbrella.com/talkhuman
    Story Time!
    N

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  5. abrightumbrella.com/talkhuman
    Focusing on the
    Client Benefits You!
    N

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  6. abrightumbrella.com/talkhuman
    A Clear Way to
    Reiterate Your Value
    L

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  7. abrightumbrella.com/talkhuman
    Focus on: 

    Business Needs
    u

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  8. abrightumbrella.com/talkhuman
    Questionable needs:

    Not all client requests are
    actually necessary
    ~

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  9. abrightumbrella.com/talkhuman
    ROI
    U

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  10. abrightumbrella.com/talkhuman
    • Help your business grow
    • Help you build a reputation
    • Find clients

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  11. abrightumbrella.com/talkhuman
    Technical Strengths 

    != Business Strengths*
    * It can be, but probably not in the way you think! It depends!

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  12. abrightumbrella.com/talkhuman
    CEOs & Decision Makers
    Y

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  13. abrightumbrella.com/talkhuman
    Hidden needs:

    Clients don’t know what
    they don’t know or need
    #

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  14. abrightumbrella.com/talkhuman
    Picture Your Last
    Large Purchase
    AKA PUT YOURSELF IN YOUR CLIENT’S SHOES
    x

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  15. abrightumbrella.com/talkhuman
    Translate
    What You Do
    IN TERMS CLIENTS Understand
    -

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  16. abrightumbrella.com/talkhuman
    • In terms of branding
    • In terms of time savings
    • In terms of cost savings
    • In terms of removing headaches
    • In terms of ROI 

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  17. abrightumbrella.com/talkhuman
    Can you explain the
    decisions to yourself?

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  18. https://youtu.be/opqIa5Jiwuw

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  19. abrightumbrella.com/talkhuman
    Understand Your
    Client Better
    N

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  20. abrightumbrella.com/talkhuman
    Analogies that
    Worked for Us
    .

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  21. abrightumbrella.com/talkhuman
    Use metaphors/analogies
    that they would understand
    • For example, if they're a builder, we'd use a
    metaphor about home building.
    • If you can be specific to their industry, you are also
    demonstrating your understanding of their business
    which demonstrates your value further

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  22. abrightumbrella.com/talkhuman
    Don’t limit analogies to
    just the design & dev
    • How about your process?
    • How custom a solution or pre-built?
    • Budgets!

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    How Does this
    Relate to CMSs?
    N

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  24. abrightumbrella.com/talkhuman
    Remove this Dangerous
    Client Misconception

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  25. abrightumbrella.com/talkhuman
    CMSs are an IT
    Decision

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  26. abrightumbrella.com/talkhuman
    Focusing on the
    Client Benefits You!
    N

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  27. abrightumbrella.com/talkhuman
    Nonprofits
    The right CMS can
    help increase donations

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  28. abrightumbrella.com/talkhuman
    Higher Ed
    A CMS can help you offer
    real-time course catalogs
    for students to download

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  29. abrightumbrella.com/talkhuman
    Business
    Quickly generate landing
    pages for marketing
    campaigns

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  30. abrightumbrella.com/talkhuman
    More Sample Benefits

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    Staff & Users
    • Don’t lose work: multiple revisions
    • Less confusion & headache: live previews
    • Content first: tech should fit your priorities

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  32. abrightumbrella.com/talkhuman
    You are the client’s development
    partner, not an extension of
    their mouse or keyboard
    4

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  33. abrightumbrella.com/talkhuman
    More Story Time!
    N
    SAMPLE CONVERSATIONS

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  34. abrightumbrella.com/talkhuman
    IT Department

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    Content Strategist

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  36. abrightumbrella.com/talkhuman
    How do you talk about
    content management systems
    from a non-web perspective?

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  37. abrightumbrella.com/talkhuman
    First find out how the web
    fits in their overall business:
    • Is their website their primary marketing &
    business-building tool?
    • Is their site mostly for brand & reputation
    management?

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  38. abrightumbrella.com/talkhuman
    First find out how the web
    fits in their overall business:
    • Is their site to save cost & admin time?
    • All of the above?

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  39. abrightumbrella.com/talkhuman
    These different scenarios
    directly affect content
    management software choices,
    & also implementation!

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  40. abrightumbrella.com/talkhuman
    Clearing Up Confusion
    N

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  41. abrightumbrella.com/talkhuman
    Start with the
    Right Conversation
    .

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  42. abrightumbrella.com/talkhuman
    Try not to use industry
    terms with clients.
    DON’T FEED THEM ACRONYM SOUP

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  43. abrightumbrella.com/talkhuman
    Have a better
    kick-off!
    SET THE RIGHT TONE FROM THE START!

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  44. abrightumbrella.com/talkhuman
    Assumptions can lead to
    project miscommunication
    & failure
    • Project mishaps
    • Loss of reputation
    • Loss of business

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  45. abrightumbrella.com/talkhuman
    Continue the
    Conversation!
    .

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  46. abrightumbrella.com/talkhuman
    Ways to Continue:
    • Regular check-ins that outline the points
    you mentioned
    • A glossary if necessary: Google doc or
    Basecamp text

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  47. abrightumbrella.com/talkhuman
    Ways to Continue:
    • Repeat yourself throughout an
    engagement. Communicate often!
    • Ask follow-up questions to requests!

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  48. abrightumbrella.com/talkhuman
    Tricky Conversations
    N
    SHARE WITH ME

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  49. abrightumbrella.com/talkhuman
    • In terms of branding
    • In terms of time savings
    • In terms of cost savings
    • In terms of removing headaches
    • In terms of ROI 

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  50. abrightumbrella.com/talkhuman
    Talk Human to Me!
    • Download This Presentation Now:

    abrightumbrella.com/talkhuman
    • Reach Out!

    [email protected] & @abrightumbrella
    • Follow Me Personally

    @lealea

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