As we continue to explore sales-marketing integration, what we’re sharing today might be the biggest lesson marketers can learn from sales managers. B2B and B2C marketers alike know that every brand worth its salt is making efforts to humanize their brand voice.
Customers want to feel important and understood. Lucky for us, this is a salesperson’s specialty!
The human, emotional connection is what sales teams have been using for decades. They have been the ones to know when a client is getting married, having a child graduate or struggling with health. Salespeople have connected with customers during those moments, making their company more personal and relatable. They listen to the customer and sometimes even act as a friend. Efforts like these make customer relationships stronger and yes, eventually increase sales power.
This need might seem counterintuitive, since fewer face-to-face conversations are happening in sales than ever before. The truth is, though, that social media and email provide constant opportunity for human connection. Marketers are called upon to engage in a human way with customers over the internet and respond in kind. They are the people with the digital prowess necessary to figure out how to do the impossible – make the internet feel more human. Sharing and storytelling tips from salespeople will help them get there.
B2B companies are usually highly complex and technical, making brand humanization even more important. B2B companies who can do both – provide a niche product and be personal – will stand out from the crowd.
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