3 Emotionally Compelling Ways to Connect With Your Clients
3 Emotionally Compelling Ways to Connect With Your Clients
Why is this so important?
When you are able to speak to their emotions they feel you understand them. When people they feel like you really get it, they also begin to trust you, and therefore. More ready to move to the next step in the sales process. It’s about building a strong relationship first.
This first part of building empathy cannot be rushed. Here is my empathetic sentence about my target client.
My clients are people who feel stuck, overwhelmed and not sure how to focus on their business. They are stressed from not having enough cash flow or as many of the kind of clients they want.
You need to come up with a sentence like just mine this for your clients. Notice that I never once mentioned my services or any solutions. I only mentioned their problem, issue and how they feel.
Most small business owners immediately begin to talk about themselves and their wonderful product or service. You all know what you do and what you can offer. That’s the easy part. It can be challenging to come up with a couple of sentences that really hits the nail on the head as to your client’s problem or issue.
Example. Recently I worked with a marriage counselor. She said her clients were couples that wanted to restore the passion in their relationship. This says what they want but it doesn’t say how they feel and what their real problem is.
She could have said, “My clients are couples who have become bored with each other, they are arguing a lot, feel unhappy, loss of joy and a lack of passion.” Ah- that’s emotionally compelling. If I were one of those couples I would say, "Yes, that’s just how I feel."
Before you can develop an effective marketing plan you have to be able to articulate your client’s emotionally compelling problem. Here are a few tips to help you develop this.
1. Imagine one person who would be your favorite client. If you can’t think of a real person then make one up and give them a name. Picture that person and their life in detail. This person will become your marketing expert.
2. What is troubling this person that would cause them to look for help? How do they feel? Come up with a list of 10 feelings they have using feeling words like, anger, sadness, frustration, stress, yearning, low-energy, overwhelmed, in pain, etc.
3. Still thinking of your person, what do they want? How do they want to feel? How do they want their life to be different? How important to them is it to address those issues?
Take all your answers and combine them into a couple sentences. Notice: that this is all about your client and not about you and what you offer.
You can use these sentences for your marketing copy for your website and for sharing about your business at networking groups. This is the very first part of developing a marketing plan. Once you get this, it is easy to move forward to the next part.
3 Emotionally Compelling Ways to Connect With Your Clients - To learn more about this author, visit Kaya Singer's Website.
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Whether you are marketing your services as a massage therapist, a web builder, or designer, it's important to know how to communicate with potential clients in a way that grabs them at the gut level.
Why is this so important?
When you are able to speak to their emotions they feel you understand them. When people they feel like you really get it, they also begin to trust you, and therefore. More ready to move to the next step in the sales process. It’s about building a strong relationship first.
This first part of building empathy cannot be rushed. Here is my empathetic sentence about my target client.
My clients are people who feel stuck, overwhelmed and not sure how to focus on their business. They are stressed from not having enough cash flow or as many of the kind of clients they want.
You need to come up with a sentence like just mine this for your clients. Notice that I never once mentioned my services or any solutions. I only mentioned their problem, issue and how they feel.
Most small business owners immediately begin to talk about themselves and their wonderful product or service. You all know what you do and what you can offer. That’s the easy part. It can be challenging to come up with a couple of sentences that really hits the nail on the head as to your client’s problem or issue.
Example. Recently I worked with a marriage counselor. She said her clients were couples that wanted to restore the passion in their relationship. This says what they want but it doesn’t say how they feel and what their real problem is.
She could have said, “My clients are couples who have become bored with each other, they are arguing a lot, feel unhappy, loss of joy and a lack of passion.” Ah- that’s emotionally compelling. If I were one of those couples I would say, "Yes, that’s just how I feel."
Before you can develop an effective marketing plan you have to be able to articulate your client’s emotionally compelling problem. Here are a few tips to help you develop this.
1. Imagine one person who would be your favorite client. If you can’t think of a real person then make one up and give them a name. Picture that person and their life in detail. This person will become your marketing expert.
2. What is troubling this person that would cause them to look for help? How do they feel? Come up with a list of 10 feelings they have using feeling words like, anger, sadness, frustration, stress, yearning, low-energy, overwhelmed, in pain, etc.
3. Still thinking of your person, what do they want? How do they want to feel? How do they want their life to be different? How important to them is it to address those issues?
Take all your answers and combine them into a couple sentences. Notice: that this is all about your client and not about you and what you offer.
You can use these sentences for your marketing copy for your website and for sharing about your business at networking groups. This is the very first part of developing a marketing plan. Once you get this, it is easy to move forward to the next part.
3 Emotionally Compelling Ways to Connect With Your Clients - To learn more about this author, visit Kaya Singer's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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