5 Ways to Create an Emotional Connection with Your Customers
Creating an emotional connection with your customers requires a lot of time and energy, but it’s worth the effort. If you want to create a lifelong customer base, you’ll need to start by gaining good rapport with people.
The Importance of Building Emotional Connections with Customers
Now, more than ever, we need to create emotional connections and support local communities. The coronavirus (COVID-19) outbreak continues to affect millions of small businesses worldwide. The IGM Economic Experts panel forecasts that the COVID-19 outbreak will likely cause an unprecedented impact on the global economy.
As a result of social distancing, businesses are scrambling to open up a shop online. Owners with a lifelong customer base may have an easier time selling their goods remotely. Loyal customers typically follow their favorite businesses and won’t mind buying their products online.
In fact, a research article published by the Harvard Business Review, claims that companies are currently “using a detailed understanding of emotional connection to attract and retain the most valuable customers.”
These “emotional motivators” help companies understand their customers’ satisfaction, brand awareness, and future value to a business. To summarize the details, we’ve created a concise list of ways you can build good rapport with your customers.
Below, you will discover 5 effective ways to create an emotional connection with your customers.
1. The Power of Positive Reframing
There are many emotional conditions that affect a customer’s behavior. They may be anxious about spending money. Agitated from a long day at work. Sad. Angry. Happy. The list is endless. So how do you have a positive conversation if the conversation starts out negative?
With positive refraining, you can rephrase statements in an optimistic way. As a psychological trick to cheer up a friend, this can easily backfire. However, as a sales tactic, positive refraining is very useful. It can be used to present a solution and satisfy the customer’s need.
For example, during a sales call if you hear something like:
- Customer: “I’m sorry but I don’t have the money right now to afford <your new product or service>.”
You can say:
- Response: “Your concern about spending more money is perfectly valid. We appreciate you and your business, which is why I’m calling you today. With <your product or system>, you can actually save money and have all the same features that you’re using now.”
Every situation and customer is different. While positive reframing works well with some, it may fall short with others. To summarize, if you want to try positive reframing with a customer, just follow these simple steps:
- Acknowledge your customer’s pain point.
- Validate them.
- Present your product/service as a positive solution.
2. Making a Lasting Impression
Start your conversation on a positive course with a (non-sales related) question, like:
- “Hello <their name>, how are you doing?”
- “Are you enjoying the time with the kids at home due to the school closure?”
- “How have you been since the last time we spoke?”
You can even recall personal details, to remind them you are emotionally invested in the relationship:
- “How are your kids, <their names> doing?”
- “Did you have a good time in <holiday destination>?”
This sets the tone of your conversation on a positive track. You want to create an emotional connection with your customers, show that you’re interested in their lives outside of a business deal. Keep in mind, if a negative subject is introduced, the rest of the conversation may follow in the same manner.
3. Offer VIP Access
When you offer a returning customer VIP access to exclusive products or services, it makes them feel valued by your business. Consider the impact. Why would a busy sales rep take the time out of their day to offer special deals or exclusive information?
Well, because it’s their job. But if phrased the right way, the customer will not think of this as sale tactic. Rather, they will see it as a kind gesture for their loyal service.
If you want to create an emotional connection with your customers, you need to mask the obvious reason why you’re calling and say something more personal.
Tell your returning customers:
– They are the first person you thought of when your business released a new product.
– One of the few people who gets limited access to your discounted merchandise.
– Only the most loyal customers get access to your special event and they are one of them.
This is an effective way of showing your appreciation for your lifelong customer base. They’ll remember this and it will strengthen your emotional connection.
4. Go the Extra Mile
When communicating with a customer, always follow through with your promises. You need to consider how they will feel if you promise them something and never follow-up. It will make you seem unreliable. Consider, how can they trust your sales pitch if they can’t trust your word?
Sales and customer service teams are becoming more personal. People want to talk to people, not automated telemarketers. If customers are going to invest their time and money, you need to do more than simply close a sale.
Try to set up a meeting in person. This is the best way to gauge their commitment and potential investment in your business. It also provides a face to the voice on the other end of the phone. This is a great way to quickly make your connection more personal.
5. Launch a Loyalty Program
Another great way to emotionally appeal to your customers (and convert clients into brand advocates) is by launching a loyalty program.
With loyalty management programs, you can reward repeat clients with:
– special features,
– discounted merchandise,
– exclusive information,
– special events and software updates.
Returning customers want to be rewarded for investing in your company. Consider giving them limited access to new products or inviting them to beta test your latest product features.
You can also try offering discounted rates, available only through your loyalty program. This will make them feel special and valuable to your business. You may even receive some beneficial user feedback on your new product/service as well.
Investing in Creating Emotional Connections with Customers
Every company should invest in creating emotional connections with their customers. With the right strategy (and software) you can combine your communication channels and maintain the growth of your customer base.
Consider this – if you don’t spend the time emotionally connecting with your customers, your competitors will. Don’t miss out on establishing a lifelong customer base. Despite the financial investment, you’ll receive more benefits in the long run.
With the recent closures due to COVID-19, we decided to take action and support SMEs during this challenging time.
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