How to create emotional value

We all know the key to success in business is to create great relationships & given that 68% of decisions to 'not buy' are based on lack of confidence in the seller, it's obvious good relationships are key.

A 'relationship' is defined as an 'emotional connection between people' - so we decided to explore how to create that positive emotional value to ensure our business relationships last...

1. Be clear about the emotional value your business offers

Ask anyone what they do for a job & they'll give you a functional answer - they'll tell you the features & functions of their role.

But that tells us nothing of the value of their role to their customers, their colleagues or their company.

Functionally, The RAC repairs broken down vehicles, but the value of their service is 'peace of mind', 'assurance', 'safety', etc. All of these values are emotional states - they evoke a feeling.

Next time someone asks you what you do, think about what you do for your customers - what value do you offer?

2. Understand your customers' emotional needs

The only way the RAC can confidently communicate their values is if they know that's what their customers really want.

Think about your customers - how do they want to feel?

Confident? Cared for? Fashionable? Organised? Understood?

What emotions should they get from working with you?

3. Record everything you know about your customers

Sometimes a short chat to a prospective customer can lead to all sorts of revelations, information & a much greater understanding of their needs. Whatever information you glean, type it into a spreadsheet with their contact details.

When it comes to planning a sale, working on a quote or simply doing some research, you'll find you will know so much more & find the solutions in lightning speed.

4. Stop sending Christmas cards

...send Birthday cards instead! We all get printed corporate christmas cards from companies we vaguely know or even use - it's par for the course. But when was the last time a new supplier sent you a birthday card?

5. Empathise

If you really listen to customers talk, you'll start to hear the emotion behind their words & tone. Listen more & you'll start to truly understand & empathise with their situation. The more you understand, the more you will be able to really help & the more you empathise, the more the customer will feel understood.

6. Ask them 'how was it for you?'

Did your product or service live up to their expectations? Is there anything else you can do for them? Adding value in this way is paramount to securing long term relationships. To be able to ask this question & confidently respond to anything that feeds back shows a business who really cares.

So, Busy Girl, spread some business love this February - you never know what new relationships could start blossoming from a little emotional connection!

Lucy

Lucy O'Neill Ba Hons, DipNM, PECI
Lifestyle & Business Communications Coach