The business world has taken huge leaps forward online in recent years, but there is a significant gap that needs to be addressed. While doing business online is certainly normal in our digital world, many entrepreneurs often forget that there are human beings on the other side of the screen.
While it’s amazing that automation allows our businesses to run 24/7, the downside is that we can lose touch with the very people we desire to serve with our products and services.
In order to keep the human factor top-of-mind as you build your business, implement the following five key actions:
1 – Write your emails and ad copy to one person
The best way to write copy of any kind is to think about who you want to share it with. Many people find it extremely helpful to print out a picture of what they think their ideal client or customer looks like and even give them a name. Whatever works for you, do it. The point is to be personable and authentic. Write as if you’re sitting across the table having coffee or lunch with them. Speak to their needs and desires. Communicate in a way that shows you care and want to help them improve their life or business.
2 – Find creative ways to build relationships with your customers
While online business certainly has its advantages to expand your reach globally and exponentially multiply sales, many entrepreneurs struggle to build relationships because they hide behind their computer screens. Thankfully we have social media platforms and email to connect with people. Now that video conferencing has become mainstream, perhaps you can schedule virtual weekly office hours or monthly meetups with your customers and clients. Or consider using communication apps like Slack or Voxer where you can send and receive text and/or voice messages. Making yourself available is key to any healthy relationship. Invest time thinking of creative ways to be more available and you’ll be able to build trust and credibility.
3 – Make customer service a high priority
Let’s be honest. Customer service is mostly terrible these days. It’s so bad that “okay” service stands out as “quality” now. It’s quite a problem, but it’s also an opportunity to stand out among the crowd. Respond to emails in a timely manner. Commit to fixing problems rather than ignoring or arguing with customers. Find ways to improve the customer experience. Offer bonuses and incentives for purchasing. Surprise customers and clients with unexpected add-ons. Some coaches mail journals and branded free merchandise to their new clients. This is unexpected and offers a very nice touch to begin a business relationship. These types of gestures make a positive impression.
4 – Think “transformation”, not just “transaction”
Regardless of what products or services you’re selling, find ways to help your customers and clients become better. Remember that you’re in business to help people avoid pain and achieve their desires. A transactional relationship ends when the sale is made. A transformational relationship begins when a sale is made. Don’t view people as a commodity. Think of ways you can truly add value to their lives through what you offer. The best companies find ways to care for their customers and make their lives better. They aren’t just in the product or service business, they’re in the people business.
5 – Ask your customers how you can better serve them
The people you serve have the best answers for how you can help them. Surveying them and asking for their opinion goes a long way. Many people may not respond, but you can receive valuable feedback from those who do. Give them incentives for filling out a survey or replying to your email with ideas. Whether you give discounts or bonuses, people love to receive “free stuff”! When you care enough to ask, you demonstrate that you are people-focused, not just sales-focused. This is critical for making your business more “human.”
We believe that no matter what business you’re in, you’re in the people business. This is easy to forget when you primarily do business online rather than in a brick-and-mortar or in-person setting. But there is a way to make it happen. Implement these five key actions and think of additional creative ways to connect with the people you seek to serve. When you do, you’ll become more real to them and receive greater loyalty and trust.
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