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How to Close the 40/60% Relationship Gap in Engagement and Sales

Social media, in all its forms, is an important tool for businesses. When used appropriately, it enables interaction and engagement between service providers and their customers. An undeniable example for the power of social media in todays world is all the concepts, products, applications, services, etc. that have grown exponentially in reach through Facebook interactions and presence. The important thing to note is that these arent even business services that affect peoples bottom lines or their wallets. The common component in catching on to the social media fire is the connection sharers feel to the message portrayed. Regardless of what has been long in practice, no one wants to be sold to and everyone can now see the signs to look out for, avoid, and ultimately, dismiss. To close the relationship gap in engagement and sales, organizations have to focus on the engagement and the sales will follow. Furthermore, those organizations that have included both a communication and behavioral ingredient to their social media marketing are likely to be ahead of the marketing game.

Research shows that only 15% of online users completely read all their emails (Juniper Communications Research). How can an organization find and engage those 15% and perhaps more importantly, how will the organization be able to engage the other 85%. Although its not surprising that most of todays world is too fast-paced for lengthy communications through social media or any other medium, individuals still have natural preferences and information needs. Once an organization has tapped into what these needs are, the possible engagements are countless. For example, individuals that make decisions based on facts and thorough research will not be swept away to buying in to an abstract idea or proposal. To truly engage those with such a preference, honesty in specific facts, details, and data is the key to crafting a trust-building engagement.

Understanding how to engage customers so that they buy, stay, and refer, is probably one of the most important marketing behaviors to tap into. The importance of true customer engagements also reflects in the role organizations place their customers in when focusing on engagements leading to sales rather than sales leading to engagements. When customers are engaged, they play the role of supporters of your organization rather than just customers and this in turn leads to long-term loyalty, perhaps even regardless of service or price. But, how does an organization maximize their customer engagement through marketing platforms such as websites, taglines, and all marketing messaging? If the business is unaware of what kind of prospects are out there and interested, it is difficult to decide whether to add more graphics, more modern touches, more words, more stories, or more of a social media presence. By doing one of these, the organizations marketing might alienate a large group of others as in todays fast-paced world, all business have to compete to catch consumers limited attention span. The best way to engage various types of communication preferences is to follow a matrix type of message deployment on your websites or other communications. Since more goal-focused people tend to want things short and to the point, the most important information should go in the top left of your website or publication with graphics to the side and more detailed, elaborate information below. The idea is to take advantage of the patience that people preferring certain types of communication have and allowing them to scroll or move down further to get their information.

Initial questions to be addressed are:
1.Are you on the same page as your customers when having conversations? Research shows that sales and service teams will naturally engage only 40% of customers.
2.What are you doing to close the “Relationship Gap” with the other 60%?
3.How are you utilizing communication channels to gather information on the preferences of prospect pool?

A major advantage to interacting in the vast online market would be to have an objective and simple system to quickly understand how individuals like to hear and/or see information. Therefore, a useful starting point to engaging customers is having your employees, prospects, and customers complete the Communication DNA (CDNA) Discovery Process.

The CDNA Discovery Process uncovers natural preferences for how an individual wishes to be communicated with by others. This is powerful information for executives, marketingand sales teams,as well as others, to know in building personal and business relationships based on greater trust and knowing what is important to the customer.. The results of CDNA also offer an accurate report to integrate into the organizations marketing strategy.

The CDNA Discovery Process helps businesses and organizations increase engagement of their diverse customer base at all levels using technology platforms that are seamlessly integrated to all relevant processes across the business.

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It provides a hub of human behavior solutions powered by Communication DNA Discovery which are implemented by businesses using the DNA Relationship System for increasing customer and employee engagement across the business on an enterprise level. CDNA also simplifies the marketing process by categorizing prospects into four main communication style: lifestyle, goal-setter, stability, and information. If you find most of your prospects are information style and your organizations messages have not been providing enough key facts and details, then this could answer the discrepancy in interest attained from your marketing. Conversely, if you are providing a lot of details and maintaining a logical, scientific approach to creating interested customers but your customers are more big picture thinkers, you efforts are ill-placed.

Once you have the customers behavioral, decision-making, and communication style information at your fingertips, you can start to use it in your inbound marketing strategy and send your sales teams strongly engaged, well informed, and highly qualified leads. Research by eConsultancy shows that personalized online experiences produce a 19% increase in sales. At DNA Behavior, weve seen similar increases with an average of 23% uplift in revenue. Continuing into the marketing arena,this communication system will provide significant insight into the message format required to segment communication into the behavioral and communication style of existing and potential customers.

Closing the 60% Relationship Gap in customer engagement and marketing messages becomes a real possibility with the use of CDNA and will add an instinctive differentiator to your current business model.

Carol Pocklington

Carol Pocklington - Human Behavior Solutions Analyst

Carol is a member of our research and development team assisting in the development of our behavioral products.
She has worked with Hugh Massie since 2001 since the Financial DNA understanding concept was conceived.


Carol's DNA Natural Behavior Style is - Facilitator


Carol is a Facilitator. Facilitators are persistent, goal-oriented people who promote team effort in order to complete tasks. Facilitators lead by setting examples and by achieving goals. Their strong work ethic encourages others to excel and they have an excellent ability to deal calmly yet firmly with people using a facilitative style.

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