The Hush Factor simply means, when asked a question, tell only what is appropriate and necessary for the given situation and do not be afraid to admit you don't know how to do something. Overuse of technical terminology will kill any budding relationship. Using industry words only confuses most clients and makes them feel inferior. Learn to express what you know in a way that doesn't offend but informs at a minimal level.
Several of my colleagues and I were discussing different client relationship building skills and how well they work in a global economy. What we came up with was a resounding need for help regarding cultural sensitivities, not only globally but even in America, we have different subsets of cultures that warrant us remembering who we are speaking with. And we also came up with something I like to call "The Hush Factor".
Also, know when to say "I don' t know but I will look into it and get back with you". Then get back with them within 24 hours so that person begins to build faith in you resourcefulness and your reliability if nothing else. Good customer skills are as much if not more important than good coding.
It also applies to the sensitive subjects, when clients step into the "Emotional Boxing Arena", take yourself out. What I mean by "Emotional Boxing Arena" is don't engage clients in what I call the Big 3: race (culture), religion and politics. Sensitive topics like this are best avoided, even if you think you know someone, you don't know the internal workings as well as your own. Find a safe way to back out of it, switch subjects in a tactful way and save face.
In the long run, everyone will be more comfortable.
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