“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” – Nelson Mandela
Have you ever stopped to consider the power of language? How versatile it can be – between accents, intonation, timing, inflection, not to mention individual word choices… how the words of a person you have never met can lift you up and inspire you, or move you to tears? How about the flip side of that coin? Language can be a barrier as well. Beyond the obvious concept of different regional languages, have you ever considered the barriers that the use of jargon and terminology can raise? Just listen to a couple of doctors discussing a patient diagnosis, or worse – your resident tech guy trying to explain why your computer won’t start up!
One of the beautiful things about language is how dynamic it can be. It’s almost a living organism; one that is constantly growing and changing and learning. For instance, if I asked you what a “mouse” was – how many would think of a small furry rodent, and how many would think of their computer accessory? Keeping this in mind, let’s ask ourselves – what happens to an industry like ours that clings to old language? Does it have a hard time growing?
Does it get left behind?
The article linked here shows how apparent the problem is with Generation Y in regards to Disability Income Insurance. While the article is especially relevant during Disability Insurance Awareness Month, this is not just a Disability Income problem. How is this language barrier impacting the other types of solutions you offer?
As the article points out, success depends on relevance. So, how can we best change our sales approach to make ourselves more relevant to today’s insurance consumers?