We’d like to think that everyone makes sound, well-reasoned choices regarding purchasing products and services. But in reality, people are complicated, and so are the emotions that drive them. Marketers and scientists study how emotion and motivation influence behavior, and in the process uncover ways to influence buyers by appealing to their negative emotions, fears, and insecurities. The results are tools, neutral and harmless until used in the wrong way, and despite the possibility of exploitation, these tools can be used to increase customer satisfaction and repeat business.
Preying on people’s weaknesses and fears to sell your products is unethical. But if you’re solving real problems for them, instead of lying and stealing their money, you can use
I have been told that I am an overly sensitive and emotional person. This is a trait in which I fully believe I inherited from my grandmother. In some cases it has been a hindrance, especially when it comes to running a simple small business. I am a people-pleaser and my feelings can be hurt very easily. However, in most cases it is that exact characteristic that helps me to genuinely care for others and have a deep desire to assist in their well-being. This has also been a key factor in the success of all of my businesses.
You are probably asking yourself right about now, “Okay, what does this have to do with running my simple small business and customer relations?” It has so much to do with what I think is the single most important thing in customer relations. Empathy. Unless you have empathy for your clients and customers, how can you even begin to offer them a product or service that meets their needs? You have to be able to put yourself in their place and connect with them emotionally to fully understand what is driving them to even consider purchasing a product or service from you.
