WORKING IN CLOSE

BY JOYCE PARON, CEO - CANADA

Some of the largest brands in the world use authentic stories to build emotional connections with their customers. Why would they spend millions of dollars doing this? Simply put, to build a relationship.

They sell tangible goods, but their customer is a human being. An emotional connection builds a foundation, a bond for the long term, not to mention trust and respect.

Everyone wants to deal with someone they know and trust. They want someone who 'gets' them, who cares, and who will go the extra mile for them. An emotional connection is a lasting relationship's fundamental building block. It helps withstand mistakes, misunderstandings, and mishaps. And it’s at the core of how many customers choose a person or company to represent their best interests.

So, in your own business, talk in stories. Speak about past struggles clients had and how you helped them. Share your challenges so they see your authenticity, which helps build understanding. Tell stories wherein people see themselves and want a good outcome, similar to your buyers or sellers. Share your testimonials from past customers by inviting them to reach out.

I have used a tremendous affirmation for years: I do my best work in close. We sometimes feel uncomfortable in close, especially when texting and social media dominate our communications.

Building relationships handshake-to-handshake and belly-to-belly has never been more critical and valuable.

It's how you’ll learn why someone wants to move or buy and help identify their passions so you can work with them to build a road to their future destination. It helps to understand their challenges, so you can be more effective in guiding them and overcoming any anxieties.

Asking how someone is doing and showing genuine interest nourishes loyalty. Staying in touch builds respect and value, while being able to deal head-on with concerns and issues is like water for a thirsty plant.

It’s the quality of your client experiences that makes you stand out, not just in their minds but in their hearts. Add more of this to your business and watch it soar.