It’s been found that making an emotional connection with another person is the most effective form of influence in a business relationship. Gallup research reported: “Businesses that optimize emotional connection outperform the competition by 26% in gross margin and 85% in sales growth.”
At the heart of emotional connection is the ability to understand and share another person’s feelings. That’s why making an emotional connection with a person creates a deeper relationship and instills loyalty, resulting in repeat business and valuable word-of-mouth referrals.
Experts point out that the more significant the purchase, such as buying a home, the more important it is to make an emotional connection. They also say that emotional connection is now the number one factor in creating a satisfying customer experience. Successful salespeople don’t look for orders; they look to transform the buying experience by making an emotional connection. Here are three keys to accomplishing that.
Good Chemistry. If you like the people you’re working with—in other words, if you have good chemistry—you’ll work well with them. When you’re connected to someone on the inside, you’ll be successful with them on the outside. However, just like oil and water don’t mix, there are people out there that you simply won’t mix well with. No matter how much you try, the relationship will always require added effort. When that happens, it’s best to walk away.
Converse and Collaborate. When you have good chemistry with someone, talking with them in a collaborative spirit becomes natural. True collaboration is built on conversation. Ask questions, look to learn new things, focus on solutions, and, above all, listen! This type of conversation leads to the kind of collaboration that keeps adding value to the relationship.
Resolve Conflicts. People often prefer to avoid talking about conflicts when they arise. However, this will only constrain the conversation, halt collaboration, and fracture your connection with the other person. Remember, resolving a conflict requires a commitment to do so from both parties. What you’re looking for is a mutual win, and that’s the basis for two people growing in respect for each other. That feeling of mutual respect is a strong foundation for the kind of emotional connection that results in more business, less stress, loyal customers, and more referrals.
