The process of reaching out to your prospects through different channels can be challenging and frustrating at times.
For both the buyer and the seller, the nature of the process gets a bit overwhelming. Through the use of technology, the process of targeting your prospects is becoming less humane.
Receiving tons of cold emails and messages pushing irrelevant products & services feels a bit too much. For almost every B2B decision maker, this volume is much higher and frustrating.
What is a Human- centered model?
Human centered approach can be explained as a method of targeting with increased personalization, empathy and improved customer experience at all levels of the customer journey.
The cold emails and reach outs seem to be an instant stimulus for companies as soon as they get to know the credentials of somebody involved in the buying process within an organization.
Executives on a daily basis get spammed with messages and offers from marketers. This culture makes them feel like an object who is just being targeted by companies for a sales conversion.
A human centred model allows you to focus on other things which is building a strong relationship with your target audience.
Using empathy and personalization, the process of initiating a dialogue with your prospect becomes more humane. It puts the customer experience at the centre of all marketing and sales efforts. Starting with a deep understanding about the customer and his/her motivations, try to treat them as humans and not some objects that are waiting to be converted.
Our business efforts are influenced by metrics like conversion rates, KPI’s, Profits, quarterly income and so on. These standard metrics have nothing wrong with them but can twist our decision making actions once we start bringing in our agendas.
The buyer's journey is more influenced with a feeling of converting them into a value adding lead rather than just simply helping them find a solution to their problem.
The focus should be less on ROI and clicks rather it should focus upon forming relationships with your target audience.
How to adopt the human-centered model?
Following are some key pointers to keep in mind while adopting the change.
Have an intention to help: First and foremost, the intention towards your prospect or a customer should be of help.
Provide them with solutions that they are actually looking for instead of sliding a sales deal down their throat.
Consider adding empathy to your sales & marketing efforts. Provide them with the help they need and establish an everlasting relationship which can be value adding to your agendas in the future.
Unscalable Personalization: It takes a very small deed for your customer to feel valued and respected. However, most of the time, these deeds are not scalable. Even though, you should try doing them in order to build a level of trust.
For example, writing a handwritten personalized mail or a note to your customer can help you connect with your customer. This will humanise the process and let them know about your curiosity to know them or connect with them.
Focus on building long lasting relationships: All marketing, selling, and lead generation is about one word: relationships. It’s not about technology; it’s about people.
Building relationships is tough but not impossible to crack. Look out for what your customers actually want and try catering their needs with a sense of responsibility.
Empathy is the key: Switch from a company centric outlook to a customer centric approach. Enlist empathy in all your marketing and sales efforts.
Focus on the customer’s motivation rather than spending time on yours. Your agendas will eventually get fulfilled if you take care of your customers.
Remember this: When you are marketing to people, you’re trying to get them to do something. But when you’re marketing for people, you’re advocating for them. That’s human-centered marketing.
