Direct Selling Experience: Putting Customers First

Posted by Epixel MLM software on March 12th, 2024

 

Direct Selling is one of the unique forms of marketing. Independent representatives sell products to customers directly, bypassing traditional retail channels. The direct selling approach makes it more personal and creates an interactive approach. This enhances customized and personalized customer experience in direct selling. 

 The main aspect of direct selling is the one-to-one communication between the customer and the representative. The direct connection creates an environment for a more personalized shopping experience. The representative can tailor the needs and interests of each customer. 

Brands need to identify and listen to the emotions their customers go through; brands can plan their strategies. The happiness and satisfaction a customer feel as an emotion can be measured on a scale of one to ten. The measurement could range from very happy, happy, satisfied, and extremely unsatisfied. A happy customer is one of the best advertisement brands can receive. Therefore, identifying emotional trends, empathizing with the same, connecting to their emotions, and engaging the customers helps to build customer repport. Over the years, emotional branding and marketing have yielded the best results in the direct selling sector.  

It is important to understand and manage emotions. In the direct selling field, it is essential to gauge emotions as it has an impact on distributor welfare, customer contentment, and overall business performance. This involves reviving approaches to insights and not just data collection. 

The major steps required to build a healthier environment, improved customer relationships and increased business success include: 

  • Validating the emotional quotient. 

  • Identifying the mistakes such as what is lacking or what went wrong. 

  • Promptly addressing the issues. 

The Iceberg Theory 

From a psychological perspective, emotions play a significant role in shaping desires. The urge to shop or not shop comes down to the innate senses driven by emotions. Now let us dive into the fascinating concept of the iceberg theory when examining customer experience or CX. Like an iceberg, most of the human desires are concealed deep down the surface. Marketers must be willing to take the plunge to comprehend the profound impact of emotions. 

Understanding and analyzing these deep-down emotions require more novel marketing strategies. The form of feedback and complaints are the minor portion like the iceberg we see on the surface. Marketers mostly overlook the customer’s intrinsic desires. Marketers focus on latent desires of customers, rather than recognizing their deep-down feelings and experiences. 

Given below are the essential key elements that the direct selling fraternity should prioritize to enhance customer experiences. 

  • Feedback at the superficial level is essential. 

  • Concealed emotions should be considered. 

  • Unexpressed desires must be addressed. 

  • Understanding the situations and backgrounds is crucial. 

  • Building loyal customer relationships is the key. 

In short, the iceberg theory highlights that the feedback provided by customers is merely the surface level representation of the customers thoughts and opinions. In order to understand their needs and foster satisfaction and loyalty, direct selling business must dive deeper to analyze the underlying emotions and circumstances which may not be explicitly expressed by the customers. By doing this, direct selling business can effectively address these unspoken needs and create a meaningful impact. 

 

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Epixel MLM software
Joined: August 31st, 2018
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