How many times have you felt pressure to buy something? It might have been a salesman, a family member, or even a friend that applied this subtle pressure to make a purchase. We’ve all felt that pressure at some point or another. If we end up buying because of external pressure, more times than not we’ll experience buyer’s remorse. In today’s post, I’ll share about the connection between logic and heart, and why relationship is the most important thing when it comes to gaining customers and keeping them for life. The best way to explain this process is with a short story.
“Close your eyes daddy!
You’re going to LOVE this birthday present. We made it ourselves! You’re going to Love it.”
A Lumpy Birthday Gift
My bare hands could feel the bulky object I was holding. I had no idea what it was. The birthday gifts from my girls are typically homemade, but this time I wasn’t sure. My two daughters, in drill sergeant style, ordered me to open my eyes and I immediately knew I was in trouble. Tears began to flow and I was really overwhelmed. This birthday gift really hit me hard. It wasn’t expensive but it was special. A simple collage lay in my arms. Pictures highlighted the last year of our life and some of our fun times. The day I took them for ice cream. A fun day spent at the park with mom. Hugs delivered over a lunch at our favorite restaurant.
It took a good thirty seconds for the tears to stop. My girls were hugging me and touching my face softly, asking me if I was alright. I wasn’t sad. I was moved deeply. My girls had picked out the photos. My girls had selected the frame. Of course, mom orchestrated it all, and the fact that my girls kept it a secret for two weeks was even more of a miracle. They had touched my heart and if they would have asked for a pony at that moment, I would have emptied my bank account to buy them one.
Connecting with the Heart
When someone reaches out and touches our heart, it goes beyond logic. It could be an act of kindness, generosity, or even a few words of encouragement, but it surpasses the logical part of our brain that says, “1 + 1 = 2” and allows us to see things differently. We step back from our personal desires and consider others’ points of view. Walls are broken down in the relationship. We’re transparent and somehow feel compelled to reciprocate the act of kindness. We simply want to return the favor and let them know we appreciate them.
It is the human touch. In business, it is no different. If a business has touched our heart, we feel compelled to continue the relationship and spend money. In the same way, when a business demands money without relationship or connecting with us personally, we feel anguish when we have to let go of our hard earned dollars. If our spouse connects with our heart, we feel compelled to return the favor with an act of kindness. When our kids act like spoiled brats and demand more toys, our attitudes change, wallets close, and we spout “You might not see another toy until Santa comes if you don’t be quiet.”
The Law of Reciprocation
This is the “Law of Reciprocation” at work here. It is a great principle to live out when bringing up kids and building a marriage. But reciprocation is more than just a family principle. Yes, it is a life principle which I believe should transfer into every aspect of our lives, especially business. When we touch the heart first, it allows us to turn ordinary “deals” into raving fan customers. Kindness builds lifelong clients, who refuse to go anywhere else because of how amazing you treat them.
The heart touch is what separates your company, from all the others offering the same thing you do, but for a cheaper price. So the question remains. How do you touch the heart of your customers and clients? We’ll be discussing this topic more in the future, but I think it comes back to the golden rule.
“Do unto others as you would have them do unto you.”
I think businesses, and we as people in general, wait for others to act kindly first. Then we reciprocate with kindness. In business, I think we should be the ones who initiate kindness. Maybe it is just a “Thank you” card completed by hand. It could be a gift basket you send to your customers at Thanksgiving or Christmas. For every company, the heart touch will be different.
Question – Can you share with us a time when a company really touched your heart and made you want to do business with them?