Sales, Marketing and Communication

What every company should know about emotional relations

To help your customer you must know what challenges, successes and focus areas he has

If you do not know what your customer needs, you cannot solve his problem. This is conventional wisdom that is typically handled by market research, competition research, surveys etc. But did you realize that you miss out on a great opportunity if you do not also have a real emotional relation to your customer? In order to get under your customer’s skin, you may have to reprogram the way you interact with him.

Far too many salesmen and companies have a considerable emphasis on reason in their approach to the customer, where the customer’s behavior is “studied”. This means that the emotional relation and the advantages it carry is far too often lost. On the contrary, if you are able to create an emotional connection to your customers, you can gain customers who are just as loyal as those of Harley-Davidson, who have fans that gets the Harley-Davidson-logo tattooed on their biceps.

Our brain is not designed to work alone

To get a similar emotional connection may sound unrealistic to your company, but research actually shows that this behavior is built into our brains in what scientists call “mirror neurons”.

Short put, research shows that these mirror neurons give people the ability to share experiences, because we are capable of projecting ourselves into the consciousness, feelings and actions of others. Mirror neurons are for instance activated when we identify ourselves with another person’s emotions, such as pain, pleasure or joy.

As Douglas Van Praet, the author of “Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing”, says to Fastcompany:

”Mirror neurons allow us to grasp the minds of others not through conceptual reasoning but through direct simulation. By feeling, not by thinking.”

Empathy leads to sale

Empathy lies deep within our nature/DNA. Our brains are actually designed to function in resonance with other brains. As a seller you can use this to your advantage, because this synchronization act as a catalyst for sympathy and trust. Two elements that are completely essential to a successful sale.

For you who sells or markets a product it is about sharing emotions and creating a community with your customers.