You want to zig where they zag? Your biggest business opportunity of 2020 is staring you in the face - but you're sending them to a screen instead. It's time for businesses to start prioritizing human connection instead of digital trends and measurable metrics. Those only produce a slight edge while human connection gives you a huge advantage.
(FULL TRANSCRIPT TO FOLLOW)
1/17/2020 UPDATE: Here’s what Brett had to say AFTER I spoke to his company…
FULL TRANSCRIPT:
0:01 - 0:03
Hi Tim David here. I'm noticing this trend
0:03 - 0:05
maybe you are too, a lot of businesses
0:05 - 0:07
putting a lot of focus and effort and
0:07 - 0:10
energy into being easy to work with and
0:10 - 0:12
convenient to do business with.
0:12 - 0:14
Well I believe, that's a huge mistake.
0:16 - 0:18
So let me tell you about Brett.
0:18 - 0:21
Brett is the co founder of a mortgage
lending firm who hired me recently as
0:21 - 0:25
their keynote speaker for their big
upcoming annual sales meeting.
0:25 - 0:29
And he thought to bring me in because
he's noticing something amongst his
0:29 - 0:34
competition in the mortgage industry that
is probably true in your industry as well.
0:34 - 0:37
In fact, comment below and let you know
this is something you've noticed.
0:37 - 0:43
Everyone else seems to be focused on
digital trends. Big data, IoT, artificial
0:43 - 0:48
intelligence. Metrics like screen engage-
ment, and time on app and website clicks
0:48 - 0:52
are things that are easily measured and
therefore things that are easily focused on
0:52 - 0:58
In fact, one of Brett's major competitors
has a slogan, "Push button, get mortgage."
0:58 - 1:04
It seems that everybody in the pursuit of
convenience and being easy to work with
1:04 - 1:10
is actively removing the most important
component of any business transaction
1:10 - 1:14
and that is human connection. But...
is it working? Now, that big competitor?
1:14 - 1:18
The one that everybody would know their
name? The one that has a massive digital
1:18 - 1:22
presence? The one that has that market
cornered with "Push Button Get Mortgage?"
1:22 - 1:23
Guess what?
1:23 - 1:28
They only have about a six percent market
share. And the reason they're not able to
1:28 - 1:33
completely dominate in that space with
that method is because a mortgage is a
1:33 - 1:37
very personal thing. When you're sitting
at a closing for your house that you just
1:37 - 1:41
bought - you want someone in your corner
that you can trust, someone that you can
1:41 - 1:45
depend on, and that trust is not going to
be built by pushing a button on a screen.
1:45 - 1:51
We need to have elements all along the
transaction where human connection can be
1:51 - 1:54
built. So the next time you're in a
meeting and everybody's talking about
1:54 - 1:58
metrics that can be measured, have that
little voice in the back of your head say
1:58 - 2:02
hang on a second. What about that in-
tangible thing that doesn't have a metric
2:02 - 2:08
associated with it? What about that compo-
nent of human connection? Are we, just for
2:08 - 2:12
the sake of this number, actively removing
human connection from our transaction
2:12 - 2:18
process? And if so, how can we inject it
back in. Because I'm not saying anything
2:18 - 2:21
is wrong with being easy to work with.
In fact, it's a great thing.
2:21 - 2:27
But when it comes at the price of human
connection, I think that price is too high
2:27 - 2:31
Look, all things being equal, people are
going to do business with who they know,
2:31 - 2:34
who they like, and who they trust.
All things NOT being equal...
2:34 - 2:39
people still do business with who they
know, who they like, and who they trust.
2:39 - 2:44
We are coming up on an election year.
There is going to be some chaos and some
2:44 - 2:48
confusion, or at least a lot of people are
predicting that. No matter what happens,
2:48 - 2:53
no matter who wins, people are predicting
a downturn in the economy. That means,
2:53 - 2:58
people are going to be fearful with their
money and every transaction in every
2:58 - 3:04
industry is going to be a high-trust
transaction. It is critically important to
3:04 - 3:10
build and foster human connection because
everybody else is focusing on digital
3:10 - 3:16
trends. It will be your advantage. No one
else is doing it. Everybody craves it. Why
3:16 - 3:20
not become an organization that
prioritizes human connection?