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There’s no secret formula to sales. But there is a key—and that key is putting yourself in your customer’s shoes. Customers want to work with human beings, not robots. They aren’t just looking for your service; they are seeking human connection. Showing that you understand their perspective and can identify their needs from a place of care can influence their purchasing decisions. Customer service is nothing without customer empathy.
Empathy doesn’t just start and end with you; customer empathy needs to be systematically positioned in your organization in order to make better business and marketing decisions. An ethical business has empathy not only for themselves but internal empathy among their team. Creating a culture of empathy starts from the inside.
Start with Good Intentions
High performers build their relationships on good intentions. Studies have shown that salespeople with higher emotional intelligence were far more successful in sales. Put yourself in your customers’ shoes, show that you are listening, and use positive language. Use verbal and nonverbal cues that show your customer you care:
- Practice active listening
- Repeat what your customer says
- Ask thoughtful questions
- Challenge your biases
- Show your sensitivity
- Use positive “I” statements
- Tell uplifting stories
- Acknowledge their needs
- Advocate for them
Some positive and effective statements are:
- “I understand how you feel.”
- “Let’s find a solution together.”
- “If I understand you correctly…”
- “You might find this helpful…”
- “We value you as a customer.”
Create and Deliver Value
According to the American Marketing Association (AMA), the official definition of marketing is: “Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, refine, and evaluate actions; monitor performance; and improve understanding of it as a process.”
We consider it a form of relationship management. It’s the rapport you build with your clients, but moreover, the exchange of value. With an abundance of moving parts, marketing is complex, ever-evolving, and unpredictable. With an empathy-based plan, brands can improve their connection with prospects and be on their way to success.
Focus on Feelings
According to USCDornsife, likability has been linked to increased sales. “Based on advertising campaign performance, 31% of ads with emotional pull succeeded versus the 16% success of ads that focused on rational content” (USC).
Harvard Professor Gerald Zaltman said that humans are driven by feelings and that 95% of purchasing decisions are subconscious (Inc. 2018). Marketing and advertising campaigns should be based on emotion to encourage customers to buy. Because marketing is multifaceted, you need to interact with your customer across all channels. Meet your customer on all platforms so they can really feel emotionally invested in your brand.
Take, for instance, the Allbirds campaign, “We’re Better Together.” In the wake of the COVID-19 pandemic, the shoe company spearheaded a new program that allowed customers to donate a pair of shoes to a healthcare worker in need. Through direct donations and buy-one-give-one special, Allbirds’ value proposition not only showed empathy for customers, but healthcare workers too.
Once you achieve this, you’ll be delivering excellence with integrity. Like anything else, this all starts with changing your mindset. Book a free consultation with a Private Corporate Counsel™ today by calling us at 407-647-7887, or emailing us at firstname.lastname@example.org. Tell us: What does your future look like? Let us help you get there.