Emotions, Key to Establishing Valuable Business Relationships

Last Thursday, we attended a presentation by the psychologist Buenaventura del Charco, where he discussed the importance of human relationships and the extent to which we tend to believe they are just an add-on, when in reality, “they are the greatest tool to help influence” in any field.

If we stop to think, today, all human activity is based on the relationship established between several individuals at that moment; whether it’s a waiter with a customer, a psychologist with a patient, or a salesperson with a potential buyer. And, for this relationship to be of high quality, it is essential to “emotionally connect with the other person.”

It’s of little use to be very good at what you do if you can’t make the other person feel identified with the reality you want to convey. And that’s where you have to find the balance between what I know and what is happening in the other’s reality.

Emotions Aid Memory

We humans tend to think we are rational beings, but nothing could be further from the truth; what truly moves us are emotions. Everything that provokes an emotion in us is easier to remember. We can recall past situations because of the feelings that arose in us when we experienced them.

In this context, several factors must be taken into account when establishing new business relationships:

1. Authenticity: It is what attracts the most attention nowadays, as it helps to create the human connections we have been talking about and, in addition, manages to create a deep impact on people.
2. Empathy: By putting ourselves in the other’s place, we understand their needs and how what we offer can meet them. It’s about offering a solution to a problem.
3. Emotion: As we have mentioned before, the best way for a customer to retain the information you want to convey is through emotions. Among the motivations an individual has in the purchasing process, emotions are the ones that carry the most weight and lead them to choose one product/service over another.

Technology and Emotions

Technology is an increasingly used tool in the business sector, as it serves as a channel to have more presence in the market and to reach consumers, in this case also called users, more easily and quickly.

Companies are increasingly aware that this tool has great potential from the point of view of social interaction and the creation of bonds between users and the brand. Through the emotions we arouse in them, we get them to remember our brand and identify with it, thus obtaining relationships of loyalty between the client and the brand.

In short, the message arriving is as important as its form. Identifying with our clients and establishing high-impact emotional communications with them are the key to achieving successful business relationships.