When it comes to sales and customer service the reality is that your customers don't have a relationship with your business, they have a relationship with the people in the business.

The keyword here is relationship, so it's our job as trades business owners to build solid relationship with our leads and customers. To build relationships we need to focus on emotion not logic.  

Why emotion?  Studies have shown that 80% of purchase decisions are based on emotion and 20% of purchase decisions are based on logic. Simply put, most people would rather do business with people they know, like and trust over and above all the logical reasons to purchase from them.

It's difficult to measure emotion, so if 80% of purchase decisions are based on emotion, then an easier way to look at it is like an emotional bank account.

This video discusses the emotional bank account, how each interaction is a transaction and you can be doing better business through regular deposits.