Customers want to do business with businesses they like. It’s that simple. While we shouldn’t have to emphasize this fact, we sometimes forget that emotions often drive our purchasing decisions, not logic.
When sending marketing material to customers, you have to first develop rapport with those customers, or else your marketing will simply become another “to review” item on customers’ lists. Start with a call or a coffee meeting.
Find commonalities. Listen to the customer’s challenges. Show them appreciation and gain their trust. Then, send the marketing material with a personal note and a reminder of some shared moment.
— For more lessons like this, purchase your copy of Act Like a Business: Think Like a Customer by Dr. Elijah Clark from all major bookstores. —
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Dr. Elijah Clark (April 18, 2023). Emotional Connection [Web log post]. Retrieved from https://elijahclark.com/lesson-170/