Business Owners: What Motivates Your Customers?

Regardless of the industry you belong to, the most common complaint from most enough business owners is that there aren't enough leads. Even the most strongest of businesses are looking on how to get leads during this tough year. Some go as far as to buy cold leads for top dollar. This is akin to calling people from the fat phone book in the good all days.

Informed by insights from industry leaders and backed by data this article aims to share how you can leverage these factors to enhance customer engagement, drive sales and strengthen your brand.

1. Meaningful Relationships

95% of purchasing decisions are made subconsciously based on emotional factors. (Harvard Business School). 89% of businesses that prioritize emotional connections see higher customer retention rates. (Gallup)

Harvard Business Review reveals that emotionally connected customers are more than twice as valuable as satisfied customers. Simon Sinek (author of Start With Why) stresses the importance of emotional connection in building trust and loyalty. Customers today seek brands that resonate with their values and purpose.

Do You Do This?

• Clearly articulate the purpose behind your brand. Share your brand story authentically on all platforms showing why your business exists beyond making profits.
• Use emotional storytelling in your marketing to connect with customers on a deeper level. Highlight stories about how your product impacts customers’ lives positively.
• Don’t shy away from showing vulnerability. Whether it’s admitting past mistakes or sharing your company’s challenges transparency builds trust.

2. Reduce Friction

73% of consumers say a good experience is key to brand loyalty. (PwC). Companies prioritizing customer experience see a 1.9x higher ROI. (Forrester Research)

Shep Hyken (Customer Service Expert) highlights that today’s customers expect a seamless experience. Businesses that focus on convenience are more likely to retain loyal customers, reduce churn and increase profits.

Do You Do This?

• Ensure your website is easy to navigate, loads quickly, and has a smooth checkout process. Simplifying the customer journey is key.
• Offer customers multiple convenient ways to interact with your brand (e.g., mobile apps, social media, customer support chat).
• If possible, offer expedited or free shipping to improve customer experience and reduce cart abandonment rates.

3. Build Credibility

92% of consumers trust recommendations from friends and family more than advertising. (Nielsen). Businesses that highlight customer testimonials can increase conversions by 34%. (BigCommerce)

Gary Vaynerchuk emphasizes the power of trust and social proof in consumer behavior. Today’s customers value recommendations and reviews from peers more than traditional advertising. Building credibility through authentic user-generated content and testimonials is crucial.

Do You Do This?

• Ask satisfied customers to leave reviews or share their experiences on social media. Feature these testimonials on your website to create trust.
• Highlight customers using your product through photos or videos. This not only provides authenticity but also encourages brand engagement.
• Partner with industry influencers who genuinely love your brand. A recommendation from someone trusted in your niche can drive significant traffic and trust.

4. Personalization

80% of consumers are more likely to purchase from a brand that offers personalized experiences. (Epsilon). Businesses that employ personalization see a 20% increase in sales. (McKinsey)

Tiffani Bova, from Salesforce, emphasizes the importance of personalization. Customers are motivated by experiences that feel tailored to their individual needs. Data-driven personalization is now a key differentiator.

Do You Do This?

• Analyze customer behavior data to tailor recommendations, emails, and offers. Segment your email lists based on preferences or past purchases to provide targeted offers.
• Use a customer’s name and preferences in your communications to make them feel valued. Automated tools can help create personalized email campaigns.
• Allow customers to personalize or customize your product or service. This could be as simple as adding their name to a product or tailoring content based on their preferences.

5. Customer Values

81% of global consumers feel strongly that companies should help improve the environment. (Nielsen). Brands that advocate sustainability see a 5% to 20% increase in consumer trust. (Accenture)

Sustainability is becoming a top priority for customers, and businesses that incorporate ethical practices are more likely to foster brand loyalty. Blake Mycoskie of TOMS built his brand around giving back, proving that customers are increasingly drawn to businesses with a cause.

Do You Do This?

• Reduce waste, use eco-friendly materials, and be transparent about your environmental efforts. Highlight these changes in your marketing.
• Align with a cause that resonates with your audience. Whether it’s a donation program or environmental impact, make sure it’s an authentic commitment.
• Share your sustainability journey with customers through social media, newsletters and product packaging.

Conclusion:

By focusing on emotional connection, convenience, personalization, social proof and sustainability, businesses can unlock powerful motivators that drive customer behavior. Tapping into these insights allows business owners to create more meaningful customer relationships, improve loyalty and ultimately fuel business growth.

The key takeaway is that understanding your customers deeply and catering to their needs isn’t just good practiceit’s the foundation for scaling your business in today’s competitive market.

Sources and References:

• Harvard Business Review: Emotional Connection and Customer Value
• Simon Sinek: Start with Why
• Gallup: Emotional Connections and Customer Retention
• PwC: Future of Customer Experience
• Nielsen: Global Consumer Trust Survey
• McKinsey: The Personalization Imperative
• Epsilon: The Power of Personalization
• Forrester Research: ROI of Customer Experience