Building A Business With Heart

In a post-pandemic world driven by digital communication, automation, and AI, the personal touch often feels lost. Customer sales experiences have become a series of standardized emails, automated responses, scripted virtual assistants, and programmed chatbots. Genuine interactions with a 'real person' have become a rarity, causing the personal touch to fade away. However, businesses must understand that customers crave human connection and personalized experiences.

Consider some surprising statistics summarized by SmartHQ in a previous post:

• An astounding 80% of customers are more likely to purchase from a brand that provides personalized experiences.
• On average, 71% of consumers feel frustrated when their shopping experience lacks a personal touch.
• A concerning 63% of consumers stop purchasing from companies that poorly execute personalization.
• Personalization can reduce acquisition costs by up to 50%, lift revenues by 5-15%, and increase marketing spend efficiency by 10-30%.

To ensure business growth,?it is crucial to prioritize improving the customer experience through relevant and effective personalization. In a world with endless options, staying at the forefront of customers' minds is essential. While initial concerns about the cost of changes to marketing and sales operations may arise, it's essential to consider the long-term value of customers who feel cared for and catered to. Investing in providing a personal touch is an investment in customer loyalty and free word-of-mouth advertising.

Adding a human touch to the sales and marketing process,?both in person and online, requires a reevaluation of current strategies. Put yourself in the customer's shoes and avoid making excuses for the lack of humanity. Instead, personalize sales interactions, build trust and strengthen relationships with customers and prospects, take the time to understand their unique circumstances, demonstrate empathy, and offer tailored solutions.

On social media,?focus on engaging rather than pushing products. Respond to posts, ask thought-provoking questions, and initiate conversations. The unfiltered feedback from customers can be a powerful tool. Listening to customer comments on platforms like Twitter, Facebook, and LinkedIn can lead to numerous improvements in the customer experience.

Now, let's consider the importance of in-person sales.?While digital communication has its advantages, face-to-face interactions offer a unique opportunity to humanize the sales process. Meeting customers in person allows for a deeper connection and a better understanding of their needs and preferences. It provides an opportunity to showcase the human side of your business, building trust and loyalty.

Here are some strategies to humanize your business and improve the customer experience, both in person and online:

• Incorporate photos of real people in your marketing materials to showcase the human element of your business.
• Balance your online presence by showcasing both your playful and professional sides, creating an authentic and relatable brand image.
• Take the time to genuinely engage in conversation, listening more than you speak.
• Ask open-ended questions to understand the specific needs and pain points of your customers.
• Be well-versed in your products and/or services, clearly communicating the value and benefits they offer, and highlighting how they align with the customer's needs.
• Be prepared with persuasive responses and solutions to objections, alleviating doubts, empathizing with concerns, and providing clear and concise explanations to overcome objections.
• Ask for the sale, clearly outlining the next steps and reinforcing the value proposition.
• After the sale, continue to nurture the relationship with your customers.
• Write personal correspondence to demonstrate genuine care and appreciation whenever possible.
• Reward loyalty with welcome packs, loyalty programs, and access to your inner circle, creating a sense of belonging and making customers feel valued and appreciated.

It is evident that in today's rapidly evolving business landscape, re-educating your sales team is more important than ever.

In conclusion, by re-educating your sales team and prioritizing relevant and effective personalization, you can ensure business growth in a world with endless options. Investing in providing a personal touch is an investment in customer loyalty and free word-of-mouth advertising. So, take the necessary steps to humanize your business, both in person and online, and let the power of personalization guide you towards long-term success.

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Peter de Lange