Last week I attended two funerals. Unknown to me personally, the deceased were related to work colleagues whom I respect.
In each service, the eulogist began by recounting the milestones of the deceased, details like birth date and place, their family relations, and academic and career achievements. But the most memorable part was hearing stories about how the deceased treated and influenced the people in their lives. It was this part that had the biggest affect on me as it brought these strangers to life.
I heard accounts of a spouse who was known for her wicked tennis game, love for dark chocolate, eye for fashion, allegiance to her college football team, quick wit, and profound love for her husband. I also learned of a father who loved to camp, had an appreciation for the arts, sought civil justice for all as an attorney, and enjoyed face time with his grandkids.
At the conclusion of the services, I realized that not only is one’s eulogy a summation of one’s personal brand, but the most poignant facet of that brand is the emotional aspect. In other words, it’s how the deceased made others associated with them feel that made them memorable.
It’s common in business to think others will engage you based on your pedigree. Remember, clients and prospects have hundreds, sometimes thousands of options–perfectly pedigreed professionals to handle their needs. What could be the distinguishing factor between you and your competition is how you make others feel when they associate with you.
- Are you responsive to calls and emails?
- Are you proactive and forward thinking, demonstrating that you’ve always got the client’s best interests in mind?
- Do you listen for the client’s real need and then have a strategic plan to satisfy it?
- Are you mindful of and celebrate others’ wins and accomplishments?
- Do you give of yourself first without the expectation of immediate reciprocation?
Think about the verbal and nonverbal messages you communicate. Are you building the brand that will endear people to you and create a legacy for others to remember?
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Jonathan has hit on the essential of business-getting: people give business to people they like, people they perceive as being easy to work with, people they feel they can trust. Education and training are a must, but once competency is established, it’s the personal factors that seal the deal.
Couldn’t agree with you more. Our client’s emotions and reasons for doing business with us are usually through a connection or feeling based on trust not pedigree We can achieve this by acting as a trusted advisor. This means not only providing great proactive service, innovative stategies, listening and putting the client’s needs first, but also doing it with integrity, honesty and transparency. Qualities that unfortunately many have forgotten in today’s business world.
It has been said that people choose to do business with you not for what you know, but rather who you ARE. How true your emphasis on the emotional connection with your customers!
Jonathan, you are right on. Daniel Kahnemann, a social scientist, won the Nobel Prize in Economics for proving that people make important financial and business decisions based on emotion–how they feel–not reason. Thanks for another great post.