It’s said that there are 5 key business drivers: cash, profit, assets, growth and people. If I’m honest, it comes down to one and what drives it: people. So what is the psychology behind staff and customer drivers? By they way, the psychology of marketing is now called neuromarketing.
In the previous blog, I wrote about the psychology of online business and this article is all about the psychology behind the key drivers of a business, or more importantly, the people that make it happen. Let’s lead these horses to water and have them drink.
Before we look at specific groups of people, I really recommend you look at this article on how a small change in thinking about how to motivate people to drive the action you need works & makes a huge difference. Go read it now and come back! Here’s where you learn more about driving people and understanding the psychology of it: https://www.karalambert.com/business/what-really-drives-business-success/
Psychology of staff drivers
I’ve trained many staff, I consulted with many staff, and I managed staff. The most important lesson I had was when I managed 10 staff. They were beaten and needed support and motivation. So I turned to them. I showed them how they fit within the aims of the Department and asked them what they were passionate about when it came to their work & how the Department helped Veterans. I showed them how as people, they were the most important thing to our business success – because they were.
My staff went from being unmotivated to incredibly productive, happy, having less time off, being consulted more by the business areas we serviced, and they got rid of 2 years’ backlog of work in 3 months. There was no overtime, bonuses, or extra pay. Instead, I made people the most important part of the business. My staff could see where they fit in the direction & success of the Department, they had meaningful work, we had happy ‘clients’ & we were a success.
This proved what I had read in my Masters program on happy staff being the key to having happy clients.
Did you know that happy staff is one of the keys to your clients buying from you? No! Then you’re going to want to read this article where I explain how it works: https://www.karalambert.com/business/customer-satisfaction/
And if you’re interested in learning the steps I took to motivate my staff, then this is the interview you’ll want to watch: https://www.youtube.com/watch?v=1dOH34n0Fc8&list=PL3f8PWYx3KyF6HXaCwctT5-SaW4qjrTvK&index=7&t=90s
Neuromarketing to customer drivers and psychology
You know the model of motivation I shared at the start of this article? I have written an article using the same model but specifically about customer drivers. The article gives you concrete examples of how it works with clients rather than people generally. You can read the specifics here: https://www.karalambert.com/customer-relationships/drive-client-behaviour/
Community & Facebook Groups
These areas can be as open or closed as you like. You can use them to promote or sell items or events. You control who is accepted into the group. It works like your own business fandom and is perfect for growing a ‘tribe’.
Don’t have a Facebook Group for your business? I’ve been running one for about 5 years now & I wrote this article about the benefits and bugbears of running your own Facebook Group: https://www.karalambert.com/facebook/facebook-presence-profile-or-page-or-group-oh-my/
There was a time where Facebook Pages were “dead” and Facebook Groups were the best thing to grow your business. By now I hope you realise that there’s a lot more to it than building the Group and hoping people will come. An active group require active and engaging content & that requires an understanding of your customers’ psychology. Before you go too much further, scoot off and read the following article and come right back: https://www.karalambert.com/facebook/whats-facebook-group-think/
So I’ve covered off running a Facebook Group for your business, what about gaining business from other people’s Facebook Groups? Yes, it can be done and I’ve generated thousands of dollars in revenue from working other groups. Now, this should be part of any business strategy, with or without your own Group. So I encourage you to read this article I wrote on how to use psychology to game posting in other people’s Facebook Groups: https://www.karalambert.com/facebook/responding-facebook-group-post/
Customer satisfaction & psychology
So the customer satisfaction survey results are in and Management come back with the standard, “Customer Satisfaction is slipping. YOU need to get it up!” How often have you been told that you need to lift the customer satisfaction rating for your area, team, or business? Then shook your head and wondered just how to make it happen. There’s no magic wand or crystal ball for this one. It’s totally out of your control if they’re happy with you because you’re doing everything you can; special offers, follow up, personalised service. You’ve pulled out all the stops for the customer. You’re giving it all you’ve got!
Traditionally, improving customer satisfaction takes on the form of “What else can we give them?” or “What else do they need?”
What if I was to tell you that there were 2 more effective ways of improving customer satisfaction than throwing more money and things at the customer. (metaphorically speaking)
What if instead of concentrating on just improving the product or service we focus on improving the people involved? Want to know what these 2 things are? Then you’ll need to head over here to read it: https://www.karalambert.com/business/customer-satisfaction/
Psychology of Reviews
70% of Americans say that they look at reviews before they purchase and 90% of customers say that their decision was based on the reviews they read prior to purchasing. Online reviews and other forms of social proof form an important part of a business’ social media marketing. However, as we are talking about the human behaviour of making a purchase, be it online or offline shopping, then we need to consider the psychology of reviews and social proof.
The following article tells you the psychology of why people need to see reviews, the psychology of why people give reviews, and the psychology behind what makes a good review. So if you want to capture more sales, then using reviews best we on your must-do list. Read the full article here: https://www.karalambert.com/websites/how-to-use-the-psychology-of-reviews-to-improve-your-social-media-marketing/
Drivers in Customer avatars, client personas, USPs & use in neuromarketing
To be honest, whatever you call them, you better be including what drives your ideal client. Why? Because understanding why they do and react how they do is as (I’d say more) important than knowing their age/gender/marital status etc.
Don’t know what the benefit is to defining who your target person is? Then read this article before coming back and learning how to write one that seduces like a siren to a sailor: https://www.karalambert.com/customer-relationships/ideal-client/
So why do the standard client avatars fail in my eyes? Here’s the thing. With a degree in psychology, I know that we are more than what we do. I understand that diagnoses and labels give us meaning and structure to our lives, it makes things easier. But labels are just that, they stick on top of a number of behaviours and/or symptoms which make up the labels.
I don’t know about you, but I’m more than the labels society puts on me. Yes, I am a mother, daughter, sister, wife, graduate, business owner; but so are many other women I know. Does that mean that we are all the same? Does that mean that all of our behaviours are the same? No!
So why do marketing experts and business owners still believe that these client profiles based on labels work? At best they are generic, but how are they used and what lies behind them?
These avatars are used to help business owners with their marketing and messaging, what is now being called neuromarketing. They exist to help with what words to use, where to focus marketing efforts; but where does this come from? The business owner’s interpretation of the labels. And this interpretation comes from their lived experience and opinions of these labels. This interpretation comes from our biases. What if they’re wrong?!
So what happens when a business does a standard client avatar exercise and finds it doesn’t work, and I have had many business owners in tears because this is the case but they were lead to believe it would work and was crucial. Their marketing efforts are misguided, they don’t make the money they feel they should, they are demotivated, and some even close their businesses believing they were a failure.
All because they relied on labels rather than what sat behind them.
So now I’ve piqued your interest into neuromarketing & the psychology you need to understand for a better ideal client avatar, I bet you want to read how to write one! Well, head over and read the following article: https://www.karalambert.com/business/client-avatar-work-fails/
And then I suggest you review the very first link I posted at the top of this page. Here it is again to save you scrolling: https://www.karalambert.com/business/what-really-drives-business-success/
Scarcity & fear marketing in neuromarketing
One of the common things business owners say to me during training on the psychology of social media is that they have an issue with marketing to their customers’ fears. They said that they had paid for neuromarketing advice and been told to market to their ideal client’s fears. But they didn’t like it and in fact, they no longer used that advice. Sound familiar.
This is what annoys me. There is so much information out there which we throw by the wayside but believe it to be true because everyone says it. It’s like learning lemmings. (My Mum would say, if everyone jumped off a cliff would you too?) Ok, so that’s a little harsh but it seems like a big waste of money to pay for advice and not use it because you’re not comfortable with it.
I believe, and teach, that there are five key motivators of human behaviour in neuromarketing (on and offline). One of the motivators is fear. Looking into the research, fear is actually a poor motivator. If you use fear to motivate someone, they will comply and follow, they are not making a choice and they are not using their free will. It is also not the way to build trust or grow a relationship. Fear is not an incentive to take action, it’s an incentive not to. Fear is there to keep us safe.
If you’re one of these people who don’t enjoy using fear in your marketing, or you find it ineffective, then I encourage you to read this article I wrote: https://www.karalambert.com/business/fear-marketing/
In the end, I hope that this article (while long) has helped you to understand what drives the two main groups of people your business success depends on. If you would like more tailored advice, I am available to consult and you can book a quick chat through this page: https://www.karalambert.com/business_coaching/