Author: Jason Lippman
What makes a successful business? Go ahead and Google it. I’ll wait.
If your results were anything like mine, they were a little all over the place. Everywhere you look, you find articles on the best marketing tactics, or the best sales methods, the best times to post on social media, etc. You’ll find people selling a list of tactics in a $30 ebook, or a $400 webinar, or even a $3,000 coaching course. And you know what? Most of the information is good, solid information. But there’s one thing you need to have if any of those tactics are going to work. Gary Vee calls it “EQ” or “Emotional Intelligence.” I call it empathy.
The ability to understand and relate to how your customer is feeling about whatever problem you’re trying to solve is priceless. When customers know you care, they are more likely to buy from you. When they think you’re just trying to get their money, they’ll be out the door before you know it.
The two businesses I own are both based on industries that I know on a deep and personal level. I was in the construction industry for a long time, so when I started JEL Marketing Strategies, I decided to focus on doing marketing for the construction industry. I’m also a musician, which is whyArtistic Unbound is centered around the arts and music industry. This allows me to really be able to understand and empathize with my target market, which in turn allows me to provide the best possible value to anyone I’m trying to help.
I wish I could write an article on how to empathize with your customers, but I can’t. It’s almost something that you’re either born with or you’re not. What I can tell you is this: If the client-facing people in your company (that includes online interactions) don’t have the ability to empathize, you need to replace them with people who do. It sounds harsh, but it will pay off.
In short? Quit treating your customers like an invoice. Start trying to relate to them. If you can manage that, you will be able to provide a level of service that will keep them coming back for more.
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