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Why Automation Only Goes So Far in Sales and Marketing
It’s great to start, but relationships don’t truly grow without human investment
Like to feel noticed, unique, and important?
Yeah, me, too.
Marketers have picked up on this psychological truth. They’ve come up with all kinds of savvy tricks (e.g., putting your name in the subject line of an email) to get you to buy, buy, buy, or otherwise participate.
Research shows that these efforts do work to a degree. Shoppers want personalized approaches and reward companies that can deliver.
But what happens when people are past the initial “personalized” automation?
Business is built on relationships, which require *cough* people. If you are not prepared to invest human energy and time into a customer, to go beyond a software program showing them a relevant product, then you’re likely going to get a subpar result. The customer’s initial thrill with you soon will wear off, and they will not tolerate the fact you don’t empathize.
So even though there’s nothing wrong with using automation to start things off and pique interest, ask yourself what your plan is to go beyond your tools. A post from Warrior Marketers, for example, suggests options like including…
