The Analog Advantage
Sep 06, 2024In today's hyper-digitized age, it's easy to assume that more automation equates to better business. However, Shannon’s recent episode of the "Keep What You Earn" podcast challenges this notion, advocating for a balanced approach that prioritizes human connection, especially in key touchpoints with clients.
Shannon reflects on her journey, noting a shift from her early belief that digitizing and automating processes provided a competitive edge. Over time, she realized that an over-reliance on technology came at the expense of personal interaction, which is critical for fostering strong client relationships.
A key concept she discusses is the "activation phase," a term borrowed from business strategist Leila Hormozi. This phase refers to the period between a client's purchase and the realization of the benefits of their investment. Shannon emphasizes that this is a crucial time for nurturing and reassuring clients, and high-touch, personalized engagement during this phase can greatly influence a client's perception and loyalty.
For instance, Shannon's onboarding process for CFO clients previously relied heavily on automated emails. Although these automations saved time, they lacked the personal touch that clients valued, especially given their substantial investments. This led Shannon to rethink her approach and strip away unnecessary automation in favor of personal outreach. She suggests replacing automated emails with personalized video introductions and custom messages for each new client, setting a tone of trust and understanding from the outset.
In an era where AI-generated content and automation are widespread, an analog approach becomes a differentiator. Handwritten notes, direct phone calls, and customized outreach can set businesses apart by making clients feel uniquely valued. Shannon illustrates this with a personal story: when responding to an insightful email from a listener, she chose to call them directly. The listener's astonishment highlighted the increasing rarity and value of such gestures.
Shannon's experience underscores the need for businesses to be discerning about where and when to implement automation. While technology can streamline processes, it shouldn't replace personalized interactions where they matter most. She advocates for a balanced approach—leveraging technology for routine, non-personal tasks while ensuring client-facing interactions retain a human element.
To help business owners navigate this balance, Shannon offers practical advice. She suggests regularly auditing standard operating procedures (SOPs) to identify areas where automation may be undermining personal connection. She also recommends customizing client interactions, such as personalized welcome gifts and direct communication methods, and proactively asking clients how they prefer to be contacted.
In conclusion, Shannon's podcast episode is a compelling reminder that while automation has its place, the human element in business remains irreplaceable. Personal touch enhances client experiences and fosters loyalty and trust. Embracing the analog advantage can provide a refreshing and valuable differentiator amid an increasingly digital landscape, striking the right balance between efficiency and empathy.
What you'll hear in this episode:
06:30 Balance automation with personal touch for client loyalty.
If you like this episode, check out:
My Key Insight from "10x is Easier Than 2x"
What I Learned from Getting My First Job
What a Tanning Salon Taught Me About Customer Experience
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