Building a relationship with the client. What do the languages of love hide?
How important the customer is for the functioning of almost every company does not need to be explained too long. It is therefore all the more important in all enterprises dealing with trade, including e-commerce. Once we manage to win the client, we must ensure good relations between him and our company. Building a relationship with the client is primarily based on mutual communication, and in this case language plays the main role.
Building a relationship with the client - only profits
Why is the client so important? Well, because when choosing your company, he made a difficult choice from dozens, hundreds of other companies on the market, he trusted you and decided that you are a professional. He counts that you will not disappoint his trust - then he will bet on you much more often and recommend your company to his friends. So you can see for yourself how important it is to build a relationship with the client.
The trick, however, is to get it and keep it. You must initially offer him something extraordinary - that's what your client deserves - and don't forget that he is also extraordinary. Take into account his personal preferences and think about what might benefit him and what he might expect or need.
Building a relationship with the client is a kind of communication. To be effective, both parties must communicate in a language they know. Regardless of whether we talk to the client in Polish, English, German or Russian, one more language is important in building lasting relationships - the language of benefits!
The language of benefits - what can the customer gain?
The language of benefits is a way of communication that will allow you to focus the conversation on what is most important to the client, i.e. make him aware of what he will gain by choosing a specific company, product, form of cooperation, etc. Building a relationship with the client means talking about solutions for his needs and problems . The customer sees that your company brings him what he needs. Try to inform him about the benefits of being a client of your company on an ongoing basis. How to talk about the benefits? These are some examples of phrases:
for your convenience ...
this choice will allow you to ...
we have prepared this product especially for our clients ...
we individually tailored the product to your needs ...
you will save on ...
we reduce unnecessary formalities ...
How to build a relationship with the client?
The language of benefits is only one of the elements of building a relationship with the client. In order to be able to create such a language, you must first of all carefully listen to the customer - his opinion about the products and possible doubts. Be in constant contact with the client and try to quickly answer his questions by phone or e-mail. He expects a specific and clear answer - the sooner it is delivered, the better. Monitor the purchasing process of your customers - advise, assure, ask for details.
Remember that the cost of maintaining an existing customer is much lower than acquiring a new one. Therefore, reward your regular customers for loyalty - with small gifts and discounts. Also show them the "human face" of the company - establish a warm relationship. Send Christmas greetings, if possible - also birthday greetings, be understanding.
What are love languages?
Can building a relationship with the client be based on several iron rules? Probably not entirely, because each client is different, has different needs and preferences. However, the use of the psychological theory of "languages of love" created by Gary Chapman can be a big help.
Gary Chapman first published his theory of love languages in the book The Five Love Languages: How to Express Heartfelt Commitment to Your Mate, the first edition of which was published in 1992. In it, he listed five love languages - the five ways people most often express their feelings. These are:
words that confirm the feeling
time spent with family,
work for the family,
Everyone has their favorite way, although they can also use others. It is very important that both sides express their feelings in a similar way - then they feel understood and loved each other.
Love languages and customer relations
How to use the love language theory in building a relationship with the client? Well, if you find out what language your client speaks or can use, you can easily guess his preferences and win his favor. We will now discuss each of the languages and give an example of its use in a customer relationship.
Affection words (or words of appreciation) - language that relies primarily on frequent confessions and emphasizing the uniqueness and importance of the other person. It contains a lot of personal phrases and these are not just "hackneyed" compliments. In contact with the client, you can reassure him and appreciate his good choices so far. Emphasize that he chooses only the best products.
Time spent with family (or undivided attention) - feelings are expressed in the form of time spent together, often even unproductively, often even unproductively. Closeness and openness to the other person are important. You can accompany the client in his choice, be there with him and pay a lot of attention to his suggestions or objections. Assurances about a personal adviser will also be helpful.
Receiving gifts - although it is not difficult to guess what this language of love is about, it is worth adding that there are also non-material aspects - e.g. time spent on a joint dinner. In building a relationship with the client, a small gift will be a good idea. It is nothing new, but not every customer can enjoy it equally.
Working for the family is the language of love expressed through actions. We profess our love by preparing dinner or bringing a wardrobe to the fourth floor. Words are no longer needed then. A customer who prefers this language will be delighted when we do something especially for him - for example, we will bring the equipment he is interested in as soon as possible. The acts also include measurable benefits for the customer resulting from, for example, a loyalty program.
Physical contact - people who prefer this language of love will express their feelings through touch and sensual contact. This language is probably the most difficult to translate into building relationships - especially if we do not have direct contact with the client (e.g. in e-commerce). However, if we meet the client face-to-face, it is worth remembering that he is a tactician. We can prepare a glass other than usual for it or replace the armchair with a more ergonomic one.
You have to decide for yourself which love language is typical for your client. Building a relationship with the client brings tangible benefits, so try to match the elements of your offer to his preferences. Try to identify what might exemplify specific love languages in your industry.