If you can recognize your customer’s preferred communication style, you can learn to communicate with and market to them in a way that will improve your relationship. You must be aware of this when you do not know the customer’s preferred style or you are communicating with an unknown group. You need to find ways to present your materials so that all three communication styles are addressed, and you can gain the attention of all customers.

A customer whose dominant style is visual will prefer written materials and face-to-face contact. The customer will be especially concerned with the way things look. The customer will want to see the benefit that your product or service will deliver. If your presentation is written, you must emphasize the appearance of things so that you client will receive your message. These customers may respond to DVDs and other visual materials

A customer whose dominant style is verbal will want everything explained verbally. You must talk to this customer and be sure your words convey the message you want to convey. You must also listen to this customer, because he will express his concerns verbally. These customers may respond to telephone calls, CDs, and other audio products.

A customer whose dominant style is touch will prefer descriptive written materials with special attention to details. Their feelings guide their decisions which means that you must build trust and rapport with them. They may talk about the feelings they like or dislike. For example, they may say that they want to feel safe, cozy, or comfortable. They may also say that they do not want to feel crowded or pressured. These customers respond to samples that they can touch, hold, and examine.

The better you know your customers, the better you will be able to communicate with and market to them. If you are marketing to a wide group of people, you must be certain that your marketing materials include all three communication styles. If you do not address all three communication styles, you will not be able to communicate your marketing message to all potential customers. You message will be lost to the customers whose communication style you did not address.