Greetings!
Do some businesses make you want to cry? Do others make you smile? Does YOUR business make people smile or cry?
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Emotional marketing
Do you really care?
A company's long term growth is driven by repeat business. Repeat business in turn is driven by loyalty. The National Study of Customer Loyalty found "an extremely powerful relationship between caring and every key loyalty measure."
Now that we've established that loyalty breeds long term success, what does "caring" mean?
Your business cares when its goal is to put a smile on customers' faces. The smile can be an actual smile, but what it really means is ensuring that the sales process is one that is easy to experience and delights the customer.
What makes customers emotionally happy?
You create positive emotion in customers when you predict their needs and form a connection.
 At every point of a customer's buying cycle, seek ways to make their life easier. Whether your business caters to consumers or other businesses, your expressions of caring must come across as sincere.
The transaction at a retail counter or the exchange of information at a meeting are all opportunities for you to cement a relationship. Even online, when a business emails a customer thanking them for a recent order, that creates delight and a "smile" for the customer.
Why bother with all this emotional stuff?
Because as you create emotionally happy customers, your sales efforts improve. Your sales efforts, whether for a new contract or an upsell, will be far better received if the customer experienced "smiles" in prior transactions. Customers like to buy from companies that care about them and fill their needs.
Think through each customer touchpoint, from initial sales contact to the delivery of service or product - how can you improve the process to make your customers smile? |
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Want to hear more?
Come hear David Fischer speak on marketing for your business
March 16 - Without Marketing, Nothing Happens
- Wilton Continuing Education
- Middlebrook School, 131 School Road, Wilton, CT
March 22 - How to EFFECTIVELY Market Your Business
- SCORE and the Greenwich, Darien and New Canaan Chambers of Commerce
- Bruce Museum, 1 Museum Drive, Greenwich, CT
"Thank you for the very informative workshop. I absolutely did get several new ideas and also met some interesting people. I look forward to the next event!"
Elisa Zuckerberg, RidgefieldOne, Ridgefield, CT | |
I look forward to seeing you at one of these events!
Sincerely,
David Fischer
914-980-0521 Forward this newsletter to a friend - it may be just what they need to grow their business!
© 2011 Solutions for Growth LLC |
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 | | David Fischer | | Let's discuss how we can grow your business! |
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Solutions for Growth is a marketing consulting firm that helps small businesses grow by increasing their sales through practical and achievable marketing tools.
Services include marketing advice and strategy, online and offline customer acquisition and retention tools (new and revised websites, email marketing, social media and printed material), sales development, retail layout and signage.
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A brief interview from a recent trade show
 | | David Fischer interview at NYXPO |
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