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    Message of the Week 17 - 21 May 2021

    Week 20
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    Thoughtless automation vs genuine connection – relationships win every time

    The global lockdowns of the past year or so have served to remind us that while digital technology and automation are essential to business continuity, there’s nothing to beat authentic connection and real relationships. 

    While automation and workplace management tools are a game changer in terms of the value they add by eliminating redundancies, reducing errors and increasing speed, scale and flexibility, the old programming adage “garbage in/garbage out” has never been truer than it is today. 

    In a world overrun by thoughtless automation, personalisation is a huge competitive advantage. Add a touch of empathy and some meaningful conversation and you can easily set your business apart from the crowd. Of course, to do this takes genuine concern and emotional intelligence.

    To apply this in a business context, it is essential to:

    • Know thy customer
    • Connect with customers on a human level
    • Apply empathy and conversation to truly understand the customer and offer helpful solutions to issues and problems.

    Think about how you communicate with your potential buyers. Do you put yourself in their shoes? Do you understand their pain points and how your product or service could possibly help to solve them? Importantly, do you communicate with them in the way you would with a friend or loved one?

    Change the narrative around “selling” and think about how you might approach a potential new friend. Tell your brand’s story – be passionate, enthusiastic and authentic. Share real stories and examples about customers who have been positively impacted by switching to your products. 

    This article offers some great tips on how you can increase your network by really getting to know your customers – do you truly know their tastes, buying habits and lifestyle choices. What makes them tick? Who are they outside of their professional realm?

    I personally believe that it’s important to remember that while technology is a wonderful tool to amplify human ability, it was never intended to replace humanity. In my mind, true success comes from taking the best of technology and applying it in a way that results in the best outcome for humanity. 

    Lee-Ann Kellner - Channel Sales Manager - KYOCERA Document Solutions South Africa

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