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Published on January 31st, 2018 by Jamie Summers

How are your customers feeling before they part with their money?

How do your customers feel after each interaction with your company?

At least one interaction a customer has with your company is when they speak to a sales representative, but that’s not the whole picture. Let’s look at this from the moment they’re thinking of buying your product.

Before calling you they may:

  • Do an internet search
  • Read your blog
  • Read your brochure or catalogue

And then, how often does a customer have to wait on hold before they actually get to speak with you?

Consider that your customer has been on an emotional journey and that they’ll continue on that journey until after their interaction with your company has finished.

And what if they don’t phone, what if they’re passing your store and decide to drop in and there’s a queue for help? They wait for quite a while to speak to a sales representative.

Wouldn’t it be useful at either of these points if you were more aware of what had happened to the customer before interacting with them? Would you alter the way you connect with your customer if you knew they’d been waiting to speak to you?

The outcome of a customer journey is determined by the customer’s most recent interaction with the company and their deepest low.

You may be surprised that your customers experience such highs and lows during their time simply looking for a product.



The customer journey shows that every decision a customer makes is emotionally driven.

Often when a customer is looking forward to something, anything negative in the buying experience is amplified. This is called high anticipation mindset. It enhances how your customers are feeling – it makes the highs higher and the lows lower.

A heightened negative emotion can often be reduced if you use empathy, build rapport, relate, and communicate with impact earlier in the customer journey.


In a few words you can turn a potential detractor into a promoter, for example, “I appreciate it’s frustrating, waiting in a queue. I don’t like waiting myself, so let me get you sorted as quickly as possible.”

Or, if a product isn’t in stock, “Could we look at some alternative products for you?” or “Can I have this delivered direct to you?”

You don’t need to say sorry to turn your customer around – but show some genuine empathy and communicate with conviction.


If you found this article informative, why not take a look at my new book, Socially Intelligent Selling, where you’ll find concepts, tools and techniques that are so brilliantly simple, you’ll be wondering if you’ve missed the complicated bit.









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