Along the way, we must offer them what they need to move from stage to stage and ensure that our brand remains among their purchasing options. I am talking about everything from generating the necessary trust in the brand, through to the content so that they can make an informed decision, to the appropriate channel and processes to carry it out.
There are many things, many details that ultimately make them decide whether or not to choose our brand.
This is hard work and details germany phone number list free make all the difference. This complexity leads us to believe that we control the process.
Digital transformation begins by changing the way we understand our relationship with our customers
The problem is that we are not aware that our ability to influence our customers' purchasing decisions is small. If we do things right, we will be able to intervene in at most a third of the purchasing interactions .
That's why we need to think of strategies that allow us to influence the marketing we don't control (the other two-thirds).
The lever to achieve this is to change our way of doing things, to change the philosophy of our brand to make it more human and closer to our audience . Our clients seek transparency and honesty, they ask for real companies.
The root of this entire process is finding a brand purpose (or Ikigai ) that matches our audience's value proposition.
When we talk about digital transformation, we think about processes, technology, tools, and if we analyze this change well, we end up realizing that change begins with people and the company culture.
In my opinion, this cultural evolution begins to understand the points I just mentioned:
Our ability to influence customers is limited.
Our clients are looking for more human and friendly companies.
Our clients look for companies that share their vision.
Until the ENTIRE company is aware of this and assimilates it, any digital transformation process has a high probability of failure.
Your customers don't buy WHAT you do, they buy WHY you do it.
This quote from Simon Sinek from his famous TED Talks from 2009 (already with almost 50 million views) and from his book “Start with WHY” is what motivated me to research the golden circle methodology and add it to my methodology for defining a marketing strategy .
The golden circle that brings us closer to our customers
The three circles that make up this golden circle refer to the three parts of our brain. From the frontal part, where we make our most rational decisions, to the most primitive part, where we find our survival instinct and most basic processes.
Depending on which part of the brain our communication targets, we will be stimulating one part or another. If we give rational arguments (product functions), we will be addressing the neocortex and our clients will compare the characteristics of our product with their needs and with the products of the competition.
three brains Paul MacLean
The Three Brains – Paul MacLean
The problem is that the purchase of the vast majority of products has a high emotional component and if we only give rational arguments, we are overlooking an important part of the process. Our customers may abandon the purchase of our product because they are not clear about it despite so much information. They lack the emotion that connects them to the product.
So if instead of selling features, we talk about the problem that it solves for them, about how we help them, we will connect with this second level of the brain.