“Emotions? We’re in survival mode. We don’t have time to be emotional.” This is a typical response I receive whenever I raise the issue of emotional engagement with customers. Despite the adamant refusal of so many companies to contemplate much less deliver an emotionally engaging experience, I would posit that emotional engagement is more relevant today than ever before. This philosophy and strategy represents the key to emerging from the current economic challenges without succumbing to the beaten path of slashing prices.

Customers are emotional and it is through these emotions that they relate to brands and build loyalty. In this economy customers are particularly emotional with concerns over their jobs, hopes, dreams and the well being of their families. Naturally, they are concerned about the future. What is your approach to these highly emotional customers? How are you connecting to them in their time of need?  Are you sensitive to customers who lack a budget but need you nonetheless? Many customers simply need a caring “friend” – are you willing to be the one?

These are trying times which will inevitably test the scope, strength and authenticity of the relationships you have with your customers. Many customers across a host of industries are watching with growing disappointment at the lack of contact with sales folks, the same people that used to hound them but who are suddenly nowhere to be found. Are you or your sales people part of those disappearing acts? It is in times of distress when customers find out who their friends truly are. This is the time when customers distinguish between those vendors that were willing to stick with them through the tough times, even with a token or non-existent budget, and those that were willing to throw them under the proverbial bus, at least until budgets recover. Those vendors that pass this unwritten customer relationship test will emerge stronger when the economy recovers. The remaining companies will have to exert significant effort to re-establish trust and rebuild relationships with their customers.

A few weeks ago I was speaking with a participant in one of my seminars in which I had made the case for emotional engagement with customers even in times when they lack requisite budgets. I had attempted to impress upon the class the need to simply be their customers’ friend, listen and be there for them. “I hear you” the aforementioned participant told me.  “I called my client and requested a meeting. The client told me that he had no budget.  I told him that I wasn’t trying to sell him anything and just wanted to come and listen. It wasn’t long before I became known as the friendly vendor.” What an incredible story and an amazing way to brand yourself. No amount of advertising will ever succeed in establishing this sort of mindshare. Only a genuine desire to listen and help customers can create such a wonderful perception. This participant didn’t attempt to sell her customer anything. Yet I have little doubt that when her customer’s budget returns, she will be the first one he calls.

Engaging customers emotionally is the best way to generate loyalty, and when the economy rebounds, significant revenue and profit. However, many companies follow the traditional approach to economic downturns by reducing customer interactions (particularly those customers without budgets) and slashing prices. This approach ultimately leads to declining customer trust, increasing customer attrition and greater investment necessary to reestablish trust and rebuild relationships. Customer centric companies recognize the challenges and prohibitive costs involved in thriving through the boom and bust cycle of customer relationships. These organizations invest in emotional engagement with customers by listening to them and offering assistance even in the absence of proper compensation.

Emotional engagement is the most affordable way to connect with customers primarily because it doesn’t need to cost anything! All you need is a genuine willingness to listen and be there for your customers with advice, expertise and overall assistance. This generosity will not go unnoticed and will be repaid when budgets return in force.

Brand professionals build relationships by appealing to customer emotions. Yet companies do not need fancy logos or expensive advertising to emotionally engage and connect with customers. All customers need is an authentic relationship with a human being who is ready, willing and able to help. In these challenging times, the ultimate test for companies is whether they are willing to just be there for their customers even in the absence of budgets. Would you pass the test?