Speaking the Customer’s Language (March 2007)

We’re going to consider, very closely, what a customer says, and what it really means. Because the general customer isn’t accustomed to the vocabulary we use daily in our business world – we’re the locals, and they’re the tourists – the conversation may seem in the same language, but something seems to get lost in translation.
As a public service, let’s consider several key phrases you’ll hear, and how you can help the Stone Tourists you’ll meet every day.
• “My marble is stained.” (Also heard as, “I have water stains (spots) that just won’t come out.”)
This is from a dialect heard mostly by those living in a marble area. What the customer sees are imperfections mainly caused by acids. Because the markings are colorless, the customer assumes that they are water stains. Usually they’re caused by something other than water, or something that gives the impression the water’s at fault.
This is like saying you got sick from the water when it was really the ice cubes (because the water was bottled – the ice was from tap water). Either way, the Stone Tourist will become angry if we cannot translate what is happening for them.
Calmly explain that what they have is actually corrosion of the surface caused by the neutralization of the acid by the calcium in the marble. They may not understand all of the big words, but if done right, with the proper gestures, the stone tourist will get the idea.  They will also feel like they have been heard and understood.
One thing to remember is that a stain will be darker (usually taking on the color of the staining material), and an etch will be lighter as it is taking away part of the stone.
• “My floor looks mottled.”
My first experience with this was a little confusing (especially when heard over the phone). What the Stone Tourist means is that their floor looks blotchy or spotty. Now, if it’s not a case of the floor having several etch marks (see previous), then what the Stone Tourist really means is, “My cleaning person is using too much soap and/or water and I am getting a hard water/soap scum build up on my floor.”
Why can’t they just say that? Because they’re not aware of our local customs, particularly the basic principles of stone care. Stone is low maintenance; it needs to be kept that way. Using too much soap and or water starts to create a build up on the surface of the stone.
Whether the reason is that the stone won’t absorb anything, or that it’s been sealed and not allowing the water and/or soap to absorb, these liquids are drying on the surface of the stone. The water evaporates and leaves the rest of the mixture on the surface.
Soap usually has a number of items in its makeup. Many stone soaps have either animal or vegetable oils in them; these fats, as they build up on the surface, tend to cause a sticky, greasy film which allows dirt to become imbedded – giving the stone a blotchy, mottled look. Also, colored soaps have – you guessed it – color in them.
Just like in the movie Envy with Ben Stiller, where they had the product to vaporize doggie waste, the question needs to be asked: “Where does the stuff go?” The coloring dye also builds up and causes the floor to be hazy or blotchy.
Look the Stone Tourist in the eye and tell them that you can be accommodating. You can either strip the build-up off or polish/hone with compounds depending on the floor finish.
• “Can you clean my stone, it is dull.”
This phrase, much like the preceding one, is often a lost-in-translation problem. The problem the Stone Tourist is having is not one of cleaning, but usually one of over-cleaning. In other cases, it is a problem of using a harsh cleaner on a calcium-based surface.
I can’t tell you how many times I have seen Stone Tourists being told by “guides” that they should clean marble with vinegar. For those who have never read this column before or the Marble Institute of America’s care and cleaning instructions: Vinegar is an acid, and acid eats away at calcium and –because it’s made of calcium – marble.
Therefore, the traveler into the World of Stone now believes that their problem is one of cleaning instead of refinishing. I wish a mop could fix the numerous problems I’ve seen from chemical damage over the years.
Rather than insult the Stone Tourists’ improper use of words and make them feel uncomfortable, help them to understand how cleaning cannot possibly fix this problem. Assure them that they will be taken care of (and how), and that they will know how to prevent future hijackings of their stone care by following correct procedures in care and maintenance.
• “Are you busy?” and “Why do you charge so much?”
Now this is actually when the Stone Tourist starts to talk my language, although many a citizen from the Duchy of Contractors will take offense to these questions and get defensive. The inexperienced home/business owner doesn’t mean to offend the natives with these questions; when I hear these two questions, it means that they are ready to buy.
These are what are known in the overlapping territory of Salesland as buying signals. The customer asks if you’re busy, so they can decipher if they’re going to be able to get what they want when they want it. They also know that if you’re extremely busy, the price is usually going to be higher (which is covered under the international law of “Supply and Demand.”)
Questions about price are not negative; statements usually are. When the customer asks about your pricing, they are looking to find out what they are going to get for what they invest. They are showing an interest in purchasing by asking for more information. This gives you an opportunity to show them why you’re worth your price, and usually closes the deal.
When tourists feel safe and secure in a different land, they usually tell their friends about the pleasant experience and the destination becomes very popular. On the other hand, if tourists are treated rudely (or far worse) when they visit, the area becomes a deserted wasteland that no one wants to visit at any price.
It is up to all of us in the Land of Stone to ensure that each visitor into our world will want to spread the good word about how great the country is, and how the natives are pleasant, knowledgeable and willing to help. Savvy?
Until next month, keep your stick on the ice.
Tom McNall is founder and owner of Great Northern Stone Care, a Huron Park, Ontario-based stone-cleaning and -restoration company servicing all of southern Ontario. He also serves as the director of training, technical assistance, and operational support for Stone Restoration Services, a division of Stone Shop International. Tom also offers corporate and private consultations, serves as a trainer for the Marble Institute of America, and is also on the organization’s board of directors. He can be reached at tom@greatnorthernstone.com.