Just why do prospects buy your AEC firm? Is it all the data you serve up in proposals, conversations, and marketing materials? Or is it the stories and successful project endings they learn about your firm that drive their decisions? The reality is that people buy on emotion and justify with fact.
University of Southern California professor and neuroscientist, Antonio Damasio, demonstrated that emotions play a central role in decision-making. His studies show that when the emotional part of a brain is damaged, individuals struggle, significantly, to make decisions. It takes more than "just the facts" for someone to make a decision when they're missing those emotional clues that help them to define what is good, mediocre or bad.
For AEC firms, that important emotional component can be built into project descriptions, websites, blog posts, and the personal relationships you build with your prospects. Data-focused AEC proposals, conversations, and project descriptions are just that – data-focused. They don’t necessarily tell us the tough challenges faced by the client, the problems the challenges were causing the community or the pain of the client as they struggled to find a solution. How much more intriguing and memorable to hear those stories than a bulleted list of facts?
In this article, (link below), Michael Harris of Insight Demand, quotes Chip and Dan Heath, authors of Made to Stick: Why Some Ideas Survive and Others Die, as saying that, after a presentation, 63% of the audience remembers stories and only 5% remembers statistics. The same article also quotes renowned cognitive psychologist, Jerome Bruner, that a fact wrapped in a story is 22 times more memorable.
Read the entire article here: http://www.marketingprofs.com/opinions/2014/25912/your-salespeople-should-tell-great-customer-stories-not-just-rattle-off-features?adref=nlt082914
Check out this great article from author, Michael D. Harris in Digitalist Magazine, to understand why and when to focus on data or on emotion.
Why not make decision-making easier for your AEC prospects? As you develop your proposals and marketing materials or interact with your prospects, tap into neuroscience and engage your audiences’ emotions. Tell great stories with happy client endings and share the positive outcomes of your work! Let them know you’re passionate about what you do so they know you’re fully engaged with them and their challenges. Yes, include the facts, but wrap them in something we all love - really great stories!
Want more info? Email firstname.lastname@example.org
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Friday Chow is posted weekly, or thereabouts, to provide you with insights and considerations for AEC sales and marketing. Good stuff to feed your revenue engine!
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