WHERE COMMUNICATIONS INFLUENCE DECISIONS

The Point:

Stimulate a sense of gratitude. One recent Wharton study showed that when people feel grateful, they are more receptive and open to your suggestions. You can earn someone’s gratitude in surprisingly simple ways: a special one-time service free of charge; a small gift certificate in appreciation of loyal business; sometimes all it takes is a little attention, like a check-in phone call or a piece of useful advice.

Make an exception. Nothing makes people feel more special—or grateful—than when someone graciously bends the rules to solve a problem or make an experience better. Empower your front line people to recognize these opportunities and to appropriately calculate when and what kind of exception will pay off in long-term customer loyalty and love.

Let them talk to you—and listen! Anything that gives your customers a way to tell you how they’re feeling and what’s on their mind will help make them feel respected, which will in turn make them feel good about you. Of course, you have to be ready to respond to what they say. Ignoring customer feedback only fuels other, unproductive emotions—like anger and frustration.

Exhibit empathy. Acknowledge that making certain decisions can produce anxiety or discomfort. People are much more willing to trust you to help them make decisions if they feel you “get it.”

Use language that triggers positive emotions. Words like “discover,” “confidence,” “simple,” and “proven” all trigger emotions that produce positive feelings toward an offer. Avoid words like “cost,” “lose”, “fail,” and “hard,” even when using them in a positive way. Only the word “lose” is heard in a phrase like “this can’t lose.” Instead, use words like “win,” “gain,” or “profit.”

Simplify the decision. Complex decisions trigger feelings of insecurity and anxiety. To defuse these emotions, show how the decision can be broken down into simpler steps, or provide support that helps customers make their decisions with confidence.

Be reliable and trustworthy. Trust is a foundation of love. If you want your customers to love you, deliver on what you promise. Be there for them. Show them they can count on you through the ups and downs of their life—and the twists and turns of the economy.