How communication can make the difference between a satisfied and loyal customer or a lost one

ENVIRONMENTAL HEALTH OR EVEN MENTAL HEALTH WORKERS? Every day, our job is to protect environments from problems related to pests and infections. However, sometimes, in addition to being environmental health workers, we are also forced to take care of the mental health of our clients, since pests or infections can cause anxiety, worry and even crises related to phobias. How can we carry out our work professionally and, at the same time, take care of the peace of mind of those who contact us with a pest or infection problem? THE SECRET IS IN THE COMMUNICATION. In the sense that, with what we say, how we say it and the meaning of what we say,

We can make the difference between a client who is increasingly worried and therefore does not choose us, and one who fully trusts in our professionalism with full confidence that their problem will be resolved. First, let's start with an axiom formulated by Paul Watzlawick (1921-2007), psychologist, philosopher and communication theorist, in his book “Pragmatics of Human Communication”, which says: “We cannot not communicate.” This means that all behavior, from verbal content to paraverbal communication, or how we say it (pitch, volume, rhythm, timbre, pauses), and even body language, can be interpreted as a message and influence, positively or negatively, the interaction between two or more people, even without realizing it and unintentionally. The substantial difference is that our client must

recognize our authority to solve your problem. According to American sociologist Robert Cialdini, when we recognize someone's authority, we tend to trust them and follow their instructions. However, sometimes, all our professionalism is overshadowed by what we say, which makes us lose authority in the eyes of our clients. We talk about some commonly used words. They may have always been part of our daily language, but, unintentionally and with the best of

intention, perhaps to be kind, condescending, etc., actually have the effect of “poisoning” the conversation and are therefore called “toxic words.” This can cause disastrous results: loss of credibility, arguments and misunderstandings. Toxic words: Try, search. Example: "Now let's try to understand what happened and try to solve the problem! If you have to proceed by trial and error, you are undoubtedly transmitting insecurity with your words, and this, without

doubt, “poisons” the opinion that the client forms of you. Better to say: “Now let's deploy all advanced and effective resources to resolve the situation in the best possible way.” DID I EXPLAIN MYSELF? DID YOU UNDERSTAND? When we politely ask our listener for feedback using “Did you understand?”, we are, implicitly, stating that they might not have understood or be unable to understand, which automatically calls into question their intelligence. However, when we ask “Did I explain?”, we question our ability to explain a topic that we should completely master and be able to speak clearly for hours. Since it is essential and important to verify, before moving forward with the topic at hand, we must ensure that the concepts expressed have been correct. What words should we use to reiterate the concepts and make sure everything is clear in our listener's mind? Three simple questions like: “Is everything okay?” or “Do you have any questions so far?” and “Is everything clear?” They allow us to obtain any feedback, while maintaining the professionalism and authority that we have expressed up to that point. – I HOPE, I HOPE. “He who lives in hope dies in despair.” If you are convinced of your product or service, you don't expect anything. If you “wait”, it means that deep down you are not 100% convinced of your work or your ideas. Even if you are, if you use these words, your customers might convey a different message. “We hope to be able to”, “We hope to understand what happened” and “We hope to solve it”… you already understand, instinctively, that they clash greatly with the concept of authority.

– APOLOGIES AND OTHER TOXIC WORDS. We often start a conversation, often on the phone, with “Sorry to bother you!” If we apologize, it means we are doing something wrong, wrong. If we combine it with the word “disorder”, the damage has already been done! This is because each word is a neuroassociation, meaning our brain is forced to mentally represent what it hears. Now let's do an exercise together: Think about the word “disorder”, close your eyes and repeat it several times, pay attention to the mental representations that may appear. Ready? Did you notice the sensations you felt, the discomfort that this word aroused in you? There, it is the same thing that happens in the mind of your interlocutor. The solution? Try this: “Good morning (name), can I find you free?” Interesting, right? You just understood who the enemy of authority is and how to eliminate it: simply replace toxic words with virtuous words. If using them is a habit for you and you don't realize it, ask a friend, family member or colleague to point out each time you use them so you can notice; You will be surprised at how often you use them unconsciously, and this will be the first step in eliminating them from your language.

CONFIDENCE Humans are unconsciously attracted to confident people, so if we feel nervous and uneasy, we will transmit insecurity, which damages our authority. Being focused and with a sincere smile is an excellent business card. Let's remember that there is no second chance to make a good first impression. ACTIVE LISTENING Unfortunately, we often listen to respond; That is, while our interlocutor speaks, we think about how to respond and what to say. This way, we miss important parts of your communication. We will need to repeat these “parts,” perhaps paraphrasing or verbalizing your agreement (“I understand,” “Of course,” etc.). Active listening is a skill that allows you to quickly create a positive environment with your client and greatly facilitates understanding of the situation, which gives peace of mind to both of you. Also, ask open-ended questions, such as “What caused the infestation in your opinion?” or “What has changed in the facility's routine?” can give us valuable clues to understand the situation and resolve the problem.

In all cases, let us remember that we are problem solvers, and the state of mind of our customers is also our responsibility. Therefore, let's pay attention to what we say, how we say it, and how we listen. This will make a difference in the minds of our BIBLIOGRAPHY

• Strategy for sale, Integra srl, 2020. www.integracorporate.it
• Paul Watzlawick (1921-2007), psychologist, philosopher and communication theorist in his book: Pragmatica della comunicazione umana.
• Testo di riferimento: P. Watzlawick, J.H. Beavin, D.D. Jackson, Pragmatica della comunicazione umana, Rome, Astroabio, 1971.