The Value of Creating a Personal Connection with Customers

Written by Chloe Harwood

There are lots of marketing techniques available to companies now. From traditional print, TV and radio ads to social media campaigns, businesses can reach out to consumers in many different ways. However, when it comes to having a lasting impact on customer relations, few things can compete with face-to-face sales. This tried and tested approach is arguably the most effective way to create a personal connection with consumers, and establishing a strong bond with your target market in this way could bring a range of business benefits. Here are just a couple of the major advantages associated with forging personal connections like this.

Enhancing your brand

When done well, face-to-face sales offers the perfect opportunity to enhance your company’s brand. Field marketing specialists Appco Group are well aware of the power of this approach and the self-employed brand ambassadors operating in its network are adept at encouraging consumers to really engage with the businesses they represent. Appco Group founder and chairman Chris Niarchos developed the concept of the Human CommercialTM to this end. Essentially the approach involves brand ambassadors communicating with potential customers in an open and friendly way. They respond to any questions by providing detailed, accurate information and ensure their messages are always highly relevant to the people they deal with. Much more than simply ‘selling’ to consumers, the Human CommercialTM  is about respecting them and making sure they have an enjoyable and positive experience. In turn, this helps to build trust and loyalty towards companies and it can give their brands a major boost.

Increasing repeat custom

Making sure that customers are satisfied with the products or services they purchase has long been known to be vital when it comes to encouraging repeat custom. Now though, an increasing number of businesses are also switching onto the importance of creating an emotional bond with consumers. Highlighting the significance of this, a Gallup study suggested that people continue to buy goods and services over the long term from firms they have an emotional attachment to. Taking the example of a chain of grocery shops, it found that customers with strong emotional bonds to these outlets visited them 32 per cent more often and spent 46 per cent more money than consumers without these bonds.

Establishing a connection with your target audience isn’t always easy, but as these points illustrate, making the effort to do so could be hugely beneficial for your business.

About the author

Chloe Harwood