A customer is someone who has a need. Sometimes, they are aware of their need, sometimes not, or it might never have crossed their mind.
What triggers a customer to purchase a product or service?
Emotion + ego + scent + taste + benefit = sales trigger. In other words, if you want to gain customers, you need to appeal to more than one of these five aspects.
Even though these basic formulas are well known, gaining customers has become increasingly challenging in today’s world. Why? Because there are so many alternatives; competition is everywhere.
At this critical juncture, when you’re face-to-face with a customer, you only have one shot to draw them to your side. I call this a mind-bending race. For instance, imagine picking up a book at a bookstore and reading the back cover. If the author has effectively conveyed the content, sparked your curiosity, or included recommendations from famous personalities, your mind bends in their favor, and you end up purchasing the book. If not, the book goes right back on the shelf.
How does this work?
I believe it comes down to three interconnected elements: body, mind, and soul. Every company, individual, and product has three dimensions:
- The physical body: The tangible and sturdy external appearance.
- The mental body: The internal intellect and thought processes.
- The spiritual body: The intangible, unique essence inherent to each entity.
If these three are not aligned, don’t expect customers to stay. Even if they come, they won’t truly trust or rely on you.
How does this equation function?
Let me illustrate with two examples.
Example 1: A Person
Each morning, when a person wakes up, their mind might be in one place, their soul in another, and their body somewhere else entirely. If they manage to bring these three elements together, they become much stronger. However, if they only activate their body and mind, ignoring their soul, they cannot fully engage in life. Conversely, someone with a cluttered mind cannot effectively utilize their body or soul.
Thus, a person who aligns their body, mind, and soul each morning is better equipped to approach life logically, calmly, and happily. Such individuals attract genuine friends and build long-lasting relationships. They may not have a vast circle of friends (or customers), but the ones they have are enduring and meaningful.
Example 2: A Product
When designing a product, you’re essentially creating its body. But without the knowledge embedded in its functionality (mind) and a clear mission or purpose (soul), the product cannot achieve true success. Take note: many lovemarks excel because they integrate these three dimensions. Think Apple or Mini Cooper.
In essence:
The traditional saying “The customer is king” has evolved. Today, the mantra is: “Finding customers is the greatest treasure.” This shift emphasizes the effort and strategy required to attract customers in a competitive landscape.
For marketers, brand owners, and businesses, this means one thing: your product or service must harmoniously combine body, mind, and soul to create a connection with the customer.
In writing this piece, I’ve aimed to integrate all three elements—my soul, body, and mind—into these words. I hope you find traces of each as you read.