Reaching Customers through Emotion - Belk on Business - Episode 108
Foundationally, a business to succeed in the long term must deliver to the customer what they want. To either help them tell their story or add value to their story. In my accounting firm our goal is to “serve clients by helping them develop and understand their financial story in a holistic manner”.
If we are going to reach our prospective customer, we need to first determine how we are going to insert our product or service into the customer or client’s story. If our client is value driven, that conversation and method of reaching the customer is going to look a lot different than one that needs more personal attention and is willing to pay a higher price.
Bottom line, are you looking for a transaction or a relationship with your customer? This will determine how you will reach your customer. When you build relationships and properly cultivate them, referrals come easy, and you don’t need to spend much on traditional advertising methods. If you are transactional, you still need to understand what role you play in the customer’s story and reach them where they are at.
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