The economy is currently growing and in a growing economy, no matter how slow, we need to be focusing on growing the sales of our firm or business. So how can we as business and sales professional’s best grow our sales? It’s done by increasing our customer engagement. In a matter of fact, customer engagement is the best way to grow our firms through organic sales. Another name for growing our firms in this way is called growing your customer base in the emotional economy.
Research shows that rationally satisfied customers will leave you or force you into a relationship that can be win/loose. In other words, if your customer does not have an emotional connection with you, your firm and its’ products and services, then you are at greater risk that they will turn over or insist on lower prices that lead to lower margins that lead to lower business performance.
Soft stuff like emotions really count with customers. As Simon Cooper, former president and CEO of The Ritz-Carlton Hotel company expressed: “When it comes to the customer, feeling are facts.” We have to understand that we not only have to meet the rational needs of our customer but we also have to meet their emotional requirements as well.
In addition to the rational needs of our customers there are four emotional needs that are based upon a hierarchy that must be met as well. These four customer engagement hierarchy of emotional needs are Confidence, Integrity, Pride and Passion. When customers feel that that these emotional needs are meet every time they do business with you, they are much likelier to become emotionally engaged with your company, which has a positive effect on with your sales results.
To discuss or request a talk be given about this topic,
call Amos B Robinson, Practice Leader (Article Author)
“We help work places become more profitable, productive and happy”
(804)651-5400
www.robinsonbc.com
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