How To Create Emotional Engagement
So far, we’ve seen that measuring emotional engagement is a qualitative, largely interpretative process that depends greatly on the context of the prospect and the company. Perhaps even more qualitative is the creation of emotional engagement in the first place. Quantifying something as intangible as a prospect’s emotions and feelings isn’t easy to do; even if it was, there isn’t much consensus as to how to do it in a meaningful way that translates to dollars earned. Despite this, it’s well understood in business circles that how your prospect feels about you impacts their likelihood of buying from you, and that only by creating emotional connection can sales teams inspire the trust necessary to close large, enterprise deals.
Imagine how you might court a high-profile prospect, a VP of Sales for a large company, for instance. It’s very likely that you would take the prospect out for lunch or dinner to discuss the deal. Throughout the meal, you might discuss shared interests, tell personal stories, or swap jokes. After the ice has been broken, you would take the prospect through the proposal, answering questions and offering solutions, all the while communicating a genuine sense of concern in the prospect’s business interests and a commitment to serving their company in the best way possible. After the meal is over, you set a day and time to follow up and further answer whatever questions you can to help close the deal. You shake hands with the prospect and wait until the appointed follow-up date to learn that the prospect enjoyed meeting you and looks forward to doing business with your company.
In this scenario, what quantifiable metrics led to the sale? Was it the cost of the meal? The number of jokes told? The overlap ratio of shared interests? While it might be possible to quantify elements of the meal, the whole is greater than the sum of its parts; the prospect signed a deal because the overall experience felt authentic, created trust, and made the prospect feel emotionally engaged.
The digital world of enterprise sales does not always allow for you to directly engage with a prospect in person. Because of this, implementing a plan to create that emotional engagement is imperative in reaching decision makers and inspiring the trust necessary to win their business. You can create effective emotional engagement with these three steps.
Represent Yourself Authentically
Think of the example with the client dinner. By sharing stories and telling jokes, the prospect felt emotionally engaged with the selling process and felt enough trust to move forward. Without physically meeting in person, creating that emotional engagement takes a little more effort and a little more planning. Psychologist Albert Mehrabian postulated that 7% of a message is conveyed through words, 38% through tone of voice, and 55% through body language. This means that 55% of what we’re saying can’t be conveyed over the phone, and even less over email which relies on words alone, significantly decreasing the amount of emotional impact we can have with prospects when not meeting in person.
Fortunately, this communication gap can be lessened through video. With tools like Videolicious, it’s easy to create engaging, high-quality messages that emotionally engage prospects and convey the authenticity often lost through other digital mediums.
Provide Upfront Value
This means more than just explain the value proposition of a product or service. In order to emotionally engage a prospect, you have to communicate your value as a person and as a business professional. By doing this, you signal to the prospect that you are someone worth listening to, someone with ideas and motivation. This adds dimension to your conversation and makes the prospect see you as more than just a cold-hearted salesperson trying to close a deal, but an actual person that the prospect can connect to emotionally.
You can do this best by offering your personal insights or recommendations based off research you’ve conducted on the prospect or their company prior to contacting them for a potential deal. Even better, you can provide value based off previous conversations you’ve had with the prospect by answering a question they had or offering a solution to a problem they’ve expressed, one either related or unrelated to the deal. This gives you depth and incentivizes the prospect to continue their business relationship with you.
Personalize Your Communication
In order to create real emotional impact, the selling process has to be personal. The defining characteristic of a good sales professional is people skills, and by treating the prospect like a person first and a prospect second, the prospect is more inclined to feel an emotional connection. Small acts, like remembering a birthday or asking about a wedding the prospect recently attended, go a long way in paving the way for an emotional connection in the business relationship, which leads to an increased willingness to sign deals.
With Videolicious, personalizing sales video is fast and automatic, allowing you to quickly produce engaging personalized videos addressed specifically to your prospect in a way that differentiates you from competitors and the other noise cluttering their inbox.
The art of creating emotional engagement is almost inseparable from the art of sales. By being authentic and relatable, you can do more than close a deal forecasted in your pipeline. You can create the foundation for a working relationship that will last for years into the future.
Want to learn how to create emotional engagement with your customers? Download our free ebook to start forging connections with customers today!
Posted on July 31, 2017