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Why you must create personal connections in the 21st century

Offering attractive products or services isn’t always enough to achieve impressive sales levels in today’s cutthroat commercial environment. Because of the high levels of competition many businesses face, it’s becoming increasingly important to create an appealing brand and to establish strong relationships with consumers. Here, we take a look at a few of the reasons why it pays off to create personal connections with potential customers.


People are looking for something different

Consumers these days are looking for something more than the hard sell. This means that bombarding them with impersonal marketing material may not be the best use of your time and money, and it may even tarnish your brand. On the other hand, if you make an effort to appeal to people in a more personal way, you could reap potentially significant rewards. For example, by engaging with potential customers face-to-face and providing them with tailored marketing messages that take into account their individual needs and preferences, you may stand a better chance of getting through to them. One organisation that is well practised in this is sales and fundraising specialists Appco Group. The self-employed brand ambassadors within the Appco UK network use an approach called the Human Commercial™ to engage with people on the doorstep. This involves providing detailed answers to questions and ensuring that information is presented in a personalised way.

As well as making the most of face-to-face interactions, you can harness the power of social media to build a rapport with consumers. By posting content and responding to questions and comments on sites like Facebook and Twitter, you can reach out to people and show them the human side of your business. Consumers increasingly expect to have this direct engagement online with the companies they buy products and services from.

Strong connections stand the test of time

Engaging with people in a personalised, interactive way may take more time and effort than certain other marketing techniques, but the rewards can be significant and long-lasting. Bear in mind that it can help you establish stronger connections with consumers that stand the test of time. This is because the approach is a highly effective way to build brand loyalty, and when people feel a rapport with your company, they are more likely to buy from you time and again.

Turning customers into advocates for your brand

Another benefit associated with this approach is the fact that it can help you to turn your customers into advocates for your brand. Consumers who feel a connection to your business are more likely to recommend you to their friends and family. This word of mouth marketing can be hugely valuable. After all, consumers are often much more receptive to the suggestions made by those close to them than they are to the marketing messages provided directly by companies.

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