Call them what you will, but the common denominator in who you sell to is that they are people. If you sell pet products, it’s likely you want to satisfy the end user, but until Fido can complete the transaction, you’re marketing to people. You’re selling to a psyche.
As such people tend to be vulnerable to emotional decision making, which means two of the most important qualities a marketer needs to be successful are emotional intelligence or EQ (emotional quantile), coupled with wisdom. The ability to understand what motivates another person and how to meet their needs, is way more important than knowing the latest digital tool, production technique or you-beaut platform (though that’s important too).
People love automation when it delivers convenience and efficiency, especially where the emotional quotient is low in the purchase experience. But when you think of it, what purchase these days has a low emotional quotient involved?
Today’s consumer has become so mindful that every single purchase be it milk, toothpaste, cosmetics, a car, cleaning agent, insurance or video subscription is evaluated through a prism of ‘is it good for health (personal and global), good from a financial standpoint, good from an environmental perspective, good for the image, good for career, good for the business, good for my relationship’?
This trend has been driven by marketers placing products in context in the lives of people, to establish a value proposition. Educating the consumer has meant the list of meaningful purchase criteria that must be considered before buying is exhaustive, but the emotional value a person associates with your brand or product makes people who are emotionally connected to you more than twice as valuable.
While the insights statistical data provide can cast light on trends and proclivities, it may not discern the subtle nuances determined by our humanity. I always want to understand and calculate the influence of our humanity as it pertains to our purchase decisions because it yields a wealth of potential strategic action.
If you’re an enterprise driven strictly by performance numbers, you might not recognise that automating call responses to people experiencing consumer anxiety is a false economy. If so, please note the human touch is of greatest value where there is potential for consumer anxiety driven by risk, complex decision making, deadline sensitive situations and high impact scenarios.
For instance a study by Michelle Shell and Ryan Buell of Harvard Business School found that while people can enjoy the efficiencies of automation, when it comes to trust and connection, they prefer to have even just the option to connect with a human and it’s a feature that can dramatically effect sales conversions.
Forging a positive emotional connection at the heart of your marketing strategy can be extremely effective because empathy combined with life experience, translates in all areas of life where people interact. It’s especially valuable in today’s world where depth of human connection is evidently significantly eroded. These skills enable a person to console a person in emotional difficulty, provide guidance and humility where needed as a leader, orchestrate a sale to a win-win position and critically for a marketer, create a connection with targeted people.
If you would like to know how to reach and connect to your target people, contact Wanted Consulting – Reward Offered.