Take a look at your website, emails, podcasts and any media you create. Is it touting how great you are and the technical specs of your amazing offerings?
When you stop talking about how great you and your company are, and show them that you care. Sales will become a much more natural process. Whatever you charge for your goods and services will become an afterthought to the customer. Because what they are really buying the relationship.
Big brands try and do this all the time. Just watch any car commercial and you will see someone driving their car, having a great time with friends or talking with their neighbor.
Creating this outward focused communication is easy in some types of businesses, like the coffee shop. In your software or consulting company its a little more difficult. With some creative thought you can shift your companies entire focus from inward, to being focused on helping your customers create better and stronger connections.
Imagine if the girl at the coffee shop said “ We provide the best service and our coffee is shade grown, fair trade, organically grown and roasted this morning.” While that sounds nice, it is not going to have the same connective effect. As a side benefit, when you help people make connections the money becomes secondary and price barriers will vanish. You will have less competition because you are giving them connection and they won’t get that any place else.
What are you doing in your business to help your customers build closer human connections?