This is the seventh in a series of what has changed in customer perceptions and resultant buying behaviors.

Change #7 – Personalized and Humanized Communication has Replaced Top Down  Merchandising

Getting heard and accepted in this noisy, competitive, ever-changing marketplace has never been harder.  Buyers today are cautious, skeptical, and solution-driven as never before.

Yes, a business or professional may have great products and competency, but to connect with consumers messaging and sales processes must create chemistry with buyers.  Most of the ubiquitous messaging in the marketplace is merchandiser focused.  Buy from me, we are the best, we have the largest inventory, we have a proven process, a great platform, years of experience, and on it goes.

This me, I, us focus rings hollow with today’s consumer.  Tell someone they should buy something based on your perspective, i.e.: the merchandisers’ point of view, they don’t believe the message being delivered.  However, communicate in a humanized, personalized way in the consumers’ point of view and they not only believe it, they want to buy from you.

To level set your thinking on this vital topic is to realize that merchandisers focus on products and price, true customer-centric marketers focus on people and creating relationships.  Millions are spent on CRM programs and market research every year to find out what consumers want and to segment them accordingly.  Yet instead of personalizing and humanizing every communication, a segment resonance strategy is employed.  Dear business owner, dear friend, past customer, preferred customer, or dear first and second initial or dear last name without salutation.  The key is to know and understand your customer so well that every communication creates chemistry with them.  Today is my wife’s birthday.  She received a postcard from a well-known cosmetics company stating “Happy Birthday Sylvie.”  Not “Mrs. Weylman,” not just “Happy Birthday,” but her first name.  Then a list of special offers on products she has bought in the past because they “want to help her celebrate her birthday.”  She was thrilled and put it on the refrigerator door.  Why?  “Can’t wait to order some more products.”

I also received a letter from my insurance company today.  It addressed me as “Dear Policy Holder” and it was printed in English on one side and Spanish on the other.  Even though I know a bit of Spanish, it seems like my agent could have put my first language into their CRM.  Maybe she did.  Either way, it doesn’t matter.  They were writing from corporate to tell me about more products I should buy from them.  I won’t.  There was no personalization or humanization in their message.  They just want to sell, not solve.  As a result, I am changing to another company; one that recognizes personalization and humanization is just as important as competency.

For assistance on how to personalize and humanize your communications, inquire at:

www.WeylmanConsultingGroup.com


One Response to “Changes in Today’s Marketplace #7”

  1. Tom Conway says:

    Richard,

    this is really good and so true. People want to be treated as people who are valuable and valued. Your examples of the right and the wrong way to do it were masterful and clearly supported your point.

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