Love Languages and Sales

If you’re going to be in sales and marketing, you need to understand language.

No, not verbs, vocabulary and synonyms … you need to understand LOVE LANGUAGE!

If you want your members to LOVE you, you need to understand HOW they love … what most touches their heart. There are five kinds of Love Language.

Words of Affirmation People who prefer affirmation desire praise and appreciation. They also enjoy kind words and encouragement. They will respond to thank you notes and texts. You can make their day with a simple complement. If they are exhibiting a positive behavior, let them know it!

“Your loan is halfway paid off … you’re doing great, keep it up!”

Quality Time Some people prefer your undivided attention. No glancing at your phone or smart watch. When this member is in front of you, they should be all that matters in the world. Make eye contact and use your actively listening skills … lean in, nod, repeat what you’ve heard. Ask them questions about themselves – not about business. You may need to spend a few extra minutes with these folks, but it’ll be time well spent.

Acts of Service Do nice things for these members. Little acts go a long way. Share with them how they can save some money or payoff a debt faster. Show them the free ATMs around their home and work. Demonstrate ways that online banking can make their lives easier. When they leave the branch, open the door for them.

Receiving Gifts Where service focuses on acts, these folks want stuff. But understand, the gifts are symbolic of love and affection. Often, it’s not about the actual gift, but the effort.

Our credit union uses Sugarwish to allow our members to pick their own, customized “than you” gift that show’s up to their door in a branded giftbox.

Physical Touch: OK, let’s avoid HR issues here. It terms of sales and marketing, “Touch” is all about communication. Proactively reaching out, sometimes just to say, “hi.” Sometimes to give them a preview of promotions that are coming out soon. Let your members know that you’re thinking about them with a quick note, text, email or call.

If you’re using Love Language to improve your relationship with your significant other, you can focus only on your partner’s preferred language. But, as a sales and marketing professional, building relationships with thousands of individuals, you need to be aware of all these languages and mixing them in. Try different things with different people. If you’re in sales, make notes on your member’s profile once you learn which Love Language works for them.

Why Use Love Languages When you use Love Languages, you show that you are focused more on your member than you are on yourself – or your profits. You show that you are willing to put their needs ahead of your own or your company’s.

This focus and prioritization of your member also helps to build stronger connections. The kind of connections that create loyal, satisfied, long-standing relationships. The kind of relationships that will speak YOUR company’s Love Language … MONEY! Bottom line profits … higher commissions … better pay increases.