Let’s face it, no matter desensitized we have become due to the digital world we live in, we are still people, and we still have an innate need to relate to other people. No matter what your line of work, the more you can personalize your relationships with your clients, the more they will buy and the more they will tell others about you.
There are a lot of ways to personalize the relationship, but it starts with letting them know there is a real person behind the product or service. Even if you are an internet company that does most of your selling online, if you can find a way to add a personality and a human being to that transaction, the more you will sell.
One great way to add personality is to write a book, or at least an article, about yourself. This is especially good if the owner or leader of a business does it. But it is also good for everyone in the company. Every business should have a small book about the founder and pass it out at every chance they get. Disney has always done a great job of keeping Walt alive by telling his story every chance they get. That adds a level of connection to almost every person who visits their parks.
Every founder has a story as to how they grew up and how they ended up starting the company. Usually, it is interesting and full of ups, downs, and hurdles. Tell it. Talk about embarrassing moments and things that scarred or challenged you. Be a real person and let it out that you are just another person. It doesn’t have to be long. Just sincere and real.
For employees, publishing articles in your newsletter about their personal lives, (just like we do in our newsletter) or a bio of each employee on your website is a good thing. What are their hobbies, kids, marital status, etc? Of course, you don’t want to give away critical personal information that might put someone at risk, but mentioning that you have three kids who have hobbies and interests is perfectly fine.
The reality is that no matter how advanced technology becomes, we are still human beings, and we have an innate desire to bond with other human beings. Technology sometimes gets in the way of this, but be creative, and you will find that it is not hard to form real and personal relationships with your clients and prospects.
The more you let people into your lives, the more they will bond to you and the company. The more they will find connections that keep them coming back.