Information alone will not get your clients to buy from you. You have to establish trust and emotionally connect with your clients to make them understand you and buy from you.
Clients do not always make rational decisions. When they are faced with an uncertain situation, their judgment is usually clouded, and they rely on their emotions to make decisions. As a B2B digital marketer, if you want to help your client and offer the right solution, you have to cross that empathy gap and understand what they are truly feeling.
You have to be thinking of creating trust and creating rapport, which is based on emotions and goals. Only then will the information be useful.
In this episode, Dr. Gleb Tsipursky helps us understand what our clients are feeling and how to cross that empathy gap to truly connect with our clients.
Dr. Gleb Tsipursky is a world-renowned thought leader in future-proofing, decision making, and cognitive bias risk management. He serves as the CEO of the boutique future-proofing consultancy Disaster Avoidance Experts, which specializes in helping forward-looking leaders avoid dangerous threats and missed opportunities.
01:22 – Introduction
02:39 – About Gleb Tsipursky
06:45 – How to be certain that you are engaging with your clients
11:43 – How to identify a client is so locked and frozen that you should not waste your time
16:24 – Where does information come into the process?
22:41 – How Gleb applies his methodology to his business
27:59 – How EGRIP helps calibrate and go closer towards certainty
31:28 – How to increase client retention with EGRIP
34:44 – Building relationships with key decision-makers
36:27 – Communicating unrealized needs to the right stakeholders
39:00 – Are you just manipulating people?
40:20 – Is the relationship-building process going to take long?
41:26 – Acquiring new clients
43:24 – Client acquisition + Client retention with EGRIP
44:52 – Connect with Gleb Tsipursky
“Clients are very much motivated by emotion, and if you’re not understanding their emotions, then you’re not doing it right. You want to be very aware of each step on your funnel what emotions people are feeling.”
“Clients are not able to tell apart the difference between the quality of your services and the other person’s services. They rely on emotions to make their decisions.”
“You want to always put yourself in your client’s shoes and feel your way through your funnel.”
“Information is good, but information alone will not get your clients to buy from you. You have to establish trust and emotionally connect with your clients to make them understand you and buy from you.”
“You might be the best digital marketer out there, but you have to understand that the client does not know that and has no way of telling that.”
“You have to be thinking of creating trust and creating rapport, which is based on emotions and goals. Only then will the information be useful.”
Episode Links and Resources
Gleb’s website: https://disasteravoidanceexperts.com/
Gleb’s LinkedIn: https://www.linkedin.com/in/dr-gleb-tsipursky/
Gleb’s book: https://amzn.to/33ufVkC
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to empathy: https://b2bdm.com/steve-goldhaber/