Tom Asacker

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Napoleon Hill on one's feelings

"One must marry one's feelings to one's beliefs and ideas. That is probably the only way to achieve a measure of harmony in one's life."

Here's a question I received (via email from a third party) after one of my most recent speaking engagements:

"I find a lot of truth in the power of connecting with people feelings, however I wonder how this is applicable in B2B marketing where you don't talk directly to end-consumers. I guess the principles are the same but have you tried talking about feelings with a senior buyer?"

I've heard this question enough times that I believe it requires a considered response. So here goes.  I think people may be confusing connecting with people's feelings with being touchy-feely and nice. And although I like nice people, being nice is a terrible marketing strategy (despite books like The Likeability Factor, Love is the Killer App, et al.).

Do you think the most likeable people are sitting at the top of the corporate food chain? The most likeable companies at the top of the S&P? How 'bout successful entrepreneurs? Are they, in general, an emotionally tuned-in group? Not from what I've observed. But what they do have is a knack for understanding and appealing to other people's feelings?

Feelings are not the same thing as emotions. Feelings are a kind of value judgment. People are exposed to something and they develop a feeling of "like" or "dislike." Feelings evaluate. It's a cognitive process, albeit rapid and subconscious in many cases.  And when I say "like" or "dislike," I am not referring to your company, your sales people, your ads, logos, colors or anything else that defines you.

What people are developing a like or dislike for - what they're evaluating - is how and what you offer makes - or will make - them feel about themselves and their decisions. And that's what makes B-to-B marketing so challenging. For unlike B-to-C and C-to-C (e.g. EBay), B-to-B decisions typically involve a chain of "customers" who are directly or indirectly involved in the purchase decision. The person who "pays" for the product or service may differ from the one who implements it. And the person who actually uses it may also be a different person.

These people frequently have very different feelings about the value of your offering. The purchasing agent may desire a feeling of being an innovator or tough negotiator. Someone who is doing the company right by discovering a new and superior offering, or by getting the best deal possible. The person responsible for implementation may desire a feeling of competence. The person using it may desire efficacy. The person cleaning it ease and efficiency.

So if you're a B-to-B marketer, you must visualize your product or service on all levels of its functionality and recognize the feelings of each "customer" in the chain. Identify the relevant people, and create scenarios to gain insights into their feelings for your marketplace offering. And then proactively design your product or service and your communications to provide a compellingly high experience for all involved (note: expected experience = feelings).

I hope that clears things up, even if only a little.

Posted November 22, 2005
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