There's a lot of talk these days about Ai and ChatGPT and their wide applications for marketing. While Ai has been beneficial in many ways, it's important to remember the distinction between large brands competing for diminishing returns and transaction-based volume for their business models and small businesses that rely on human capital for relationship building and long-term loyalty. Just this month in the Wall Street Journal, AirBnB announced a shift from search to brand marketing to capture deeper, more brand-loyal customers. The company has made significant changes to its marketing strategy in recent years. In 2019 it began to depend less on search advertising and more on broad marketing campaigns and public relations designed to build its brand. The company has focused on public relations practices to drive news coverage of its business, along with advertising campaigns on channels such as television. These Ai tools have a place in monitoring conversations and sentiment or, in the case of ChatGPT conditioning the bot to perform under a specific set of guidelines and expectations. Once the parameters are set, you can converse with the bot to uncover responses to questions that can be used in advertising and marketing content.
In addition, a conversation monitoring tool can help reveal what people are talking about brands, products, or services across platforms, from news sites to LinkedIn comment fields. Here again, this allows us to learn what people are talking about so that it can be integrated into our marketing messages.
For small to medium-sized businesses, it is essential to remember that human connection is most important. People are motivated by a complex set of impulses, needs, wants, and desires not necessarily expressed by them online as written content. It's all in their heads. This is why great marketers understand more than just the semantics and processes/tools of marketing. A whole host of clues about behavior can be found in psychology, predictive analytics, neurolinguistics, social anthropology, and many other evidence-based scientific methods designed to extract an understanding of the human mind and why it chooses one action over the other.
Confirmation bias, hindsight bias, anchoring bias, and other constructs have a direct impact on buying, and such behavior is dependent upon data sets that may or may not include any such consideration. The Social Science Resource Network states:
Similarly, personality traits such as neuroticism influence impulsive buying behaviour [sic] when the individual tries to change his negative moods/ emotions and low self-esteem. The personality trait extraversion is found to have no correlation with male consumers and a negative correlation with females. Source
For a list of cognitive biases, see this source.
For the Felice Agency, we work with our clients to create demand in the space where their prospects live and work. Chat is a coercive marketing technique, whereas conversational, relationship-based marketing will always be king for businesses of a certain size.
Connie Kadansky, an expert in sales training, addressed this issue in her latest blog post.*
Here are a few examples she gives on the differences between Ai and humans and why we must be cautious when adopting any technology that seeks to replace or improve upon human interaction:
1 Empathy: One of the critical traits of a successful salesperson is the ability to empathize with the customer and truly understand their needs and concerns. While AI can analyze data to provide insights into customer behavior and preferences, it cannot truly empathize with a customer like a human can.
2 Creativity: Sales involves finding new and innovative ways to connect with customers and present products or services compellingly. While AI can be programmed to generate ideas based on data analysis, it cannot match the creative problem-solving abilities of a human.
3 Relationship building: Building and maintaining solid customer relationships is essential to long-term sales success. While AI can provide personalized recommendations and messaging, it cannot build the kind of personal connections that humans can through face-to-face interactions and customized attention.
4 Adaptability: Sales involves unexpected situations and changes, and successful salespeople must adapt and pivot their approach as needed. While AI can be programmed to respond to specific situations, it cannot match the adaptability and flexibility of a human who can think on their feet and adjust their approach in real-time.
5 Influence: Sales is fundamentally about influencing customers to take a desired action, whether making a purchase, signing up for a service, or something else. AI cannot match the persuasive power of a skilled human salesperson who can use their voice, body language, and personal charisma to win over customers.
6 Common Sense: Creative problem-solving relies on a deep understanding of the world and the relationships between objects, concepts, and events. A human salesperson can draw on knowledge, past comments, conversations, and nuances to gather further information and weave it into other discussions.
7 Curiosity: AI is fundamentally different from the curiosity experienced by humans. Human curiosity is often driven by a desire to explore and learn new things to satisfy our innate desire to understand the prospect’s world. This type of curiosity is based on emotions, intentions, and personal experience, and it often involves a sense of wonder or awe. AI does not experience curiosity.
How do you continue developing empathy, creativity, relationship building, adaptability, influence, common sense, and curiosity in your prospecting and sales conversations?
*Connie Kadansky, MCC, serves a sweet niche as a Sales Call Reluctance™ Coach who works with clients to increase sales. Her clients are financial advisors and salespeople who strive to generate 6-10 appointments a week. Connie has been interviewed by the Wall Street Journal, Bloomberg Business, Investor’s Business Daily, Forbes, and Inc. She is a Certified Mentor Coach and Positive Intelligence Certified Mental Fitness Coach. She was President of ICF Arizona 2020 with 323 members. Connie’s most high-profile training assignment was with the Women in Parliament in Rwanda. firstname.lastname@example.org