Good leaders and sales people have known this forever: A sense of connection makes a huge difference. Connections make or break your job interview. Connections help organizations in their collaboration and innovation efforts. Connections help people to feel better about themselves and make it through hard times.
Management 101 focuses on the employee-employer relationship alone. Recognition and respect are the keywords for a mutually rewarding relationship. While businesses continue to build relationships with people, they end up being too focused on transactions and re-purchase rate.
Instead, businesses need to focus on valuable and open relationships with people.
Valuable not in the sense of ROI (It’s a by-product, not the ultimate goal), rather as an understanding of the universal nature of people and the appreciation of individual contribution. Just taking the time and effort to connect with people is a valuable asset for businesses. Kindness, fairness and social intelligence go a long way to achieve valuable connections.
These valuable connections will thrive in an open environment. An honest and safe place where people can share their opinion in order to gain understanding and develop new ideas. Nothing feels better to humans than being respected and recognized.
Using Jim Collins’ terminology: Good companies value their employees and encourage open dialogue. Great companies extend this valuation and openness to everybody. You need the employee-business foundation before you can extend this model to your marketing.
Remember: Conversational Marketing is not a tactic. It’s a mindset that will change your business in magical ways.
Looks like a heart, doesn’t it? KevinRoberts would love it.