The importance of connecting emotionally with your customers.
Standing out from the B2B crowded competitive landscape is harder – and more important – than ever. At the Frantz Group we have a step-by-step process to help your team identify and focus your “business connector”, your strongest offer, what you should be saying to make your product and service different and better than your competitors. This workshop process gets your team all on the same page and provides a real motivator.
However, as important as knowing your business connector is, there is another element that can give you an advantage over your competition: Make your customer feel something.
We call that the “emotional connector.”
To quote the Harvard Business Review article: The new science of consumer emotions.
“When companies connect with customers’ emotions, the payoff can be huge.”
Customers are emotionally connected with a brand when it aligns with their motivations, beliefs, interests and aspirations. Many emotional motivators drive behavior, including desires to “stand out from the crowd,” “have confidence in the future,” and “do business with a company with shared values.”
Working closely with your team, we use insights and a process to help you discover the unique way your brand can connect with your customer on an emotional level.
Defining both your business connector and emotional connector, gives you powerful tools to differentiate your brand.
B2B Emotional Connector Marketing and Branding Examples
We chose The Frantz Group to help us sharpen our marketing messaging and bring a more emotional connection to our branding. The results of our new brand promise are driving increases sales opportunities for the company.
Frantz Group has helped me with a wide range of marketing, branding, digital and sales strategy projects. With their help we are driving substantially more traffic to our web site. John Frantz is the most accountable person I have ever worked with.