Empathy + Automation - a Growth-driver on steroid. Improve Digital Acquisition and Lead Conversion

Looking back to my journey of more than a decade (yes, time flies) in sales & marketing, I realised the core drivers have not changed much when it comes to improving Digital Acquisition and Lead Conversion

but instead being amplified of its importance since the rise of AI and Automation.

Which is Empathy.

(Second is education - but will touch on this another day)

Empathy is a huge key to unlocking more creation of loyal customers/clients and improving the business's brand values and revenue.

Do you agree?

Examples?

"Empathy in business is not just about being able to understand and connect with others. It's about using that understanding to drive meaningful change."

Here are a few case studies and examples that demonstrate the effectiveness of automation and empathetic conversation in driving sales:

1. Zappos: Zappos is a well-known e-commerce platform that built its brand on exceptional customer service. The company trained its customer representatives to engage in genuine, empathetic conversations with customers, regardless of the call's length. This focus on human connection and understanding customer needs led to increased customer loyalty and boosted sales.

2. HubSpot: HubSpot, a marketing, sales, and service software, introduced a range of automation tools for its CRM system. These tools allowed businesses to streamline their processes and maintain a more consistent connection with their customers. The result was increased efficiency and improved sales for those who integrated automation into their strategy.

3. Sephora: Sephora, the beauty and cosmetics retailer, launched a chatbot on Facebook Messenger. This chatbot was designed not just to automate responses but to understand and interact with customers in a more personalized and empathetic manner. As a result, Sephora witnessed an 11% increase in booking rates through the platform.

4. Slack: Slack, the team collaboration tool, implemented an empathetic onboarding process that focused on the user's needs and concerns. By addressing these concerns directly and showing understanding towards new users, Slack was able to increase its conversion rates.

5. Adobe: Adobe's "Experience Cloud" employed automation in personalized marketing campaigns. Their automation tools helped in providing real-time personalized content to users, leading to increased engagement and, in turn, more conversions.

Not only these top companies, but a lot of companies like household brands like drugs and even infant formula use these strategies. (Why I know? I was from these industries).

As I'm preparing my training deck for an upcoming Train the Agents Marketing Workshop [ Property Sales Agents ] , I realised how these important fundamentals need to be further implemented in the day to day marketing and sales conversations.

Which is by being more empathetic.

"The most important thing in communication is hearing what isn't said." - Peter Drucker

It could be as simple as being more curious of the customers. Take the extra steps to understand what problems are they facing..

We know these ourselves too.

We get turned off by adverts that keep pushing on products features and how good their agencies are bla bla bla, without this simple gesture -

ask..

show concern.. talk to people's pains/real problems...

in our daily conversations, replies, follow-ups, content...

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Hope this article works as a great reminder to allow our business to be a way we serve with our each unique gifts.

Recently, I've helped 1 of my clients get 32 new leads [ meta data verified, haha ] in just our 1st month of working together.

What changed? focus on prospects / ideal client's problems and speak to them.

No hoo-haa, no well crafted ads that make the company look good, use top graphic designer/ model/ professional content creation agency, etc.

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I was reminded of this too while writing this. Am I using my gift to serve for the higher good?

Hope this sparks something in you, if you happen to need it.

Have a great second half of the week ahead!

"When you show deep empathy toward others, their defensive energy goes down, and positive energy replaces it. That's when you can get more creative in solving problems." - Stephen Covey