When there is too much personalization
Adjusting a product according to the needs and preferences of a client is in most cases a good thing, says Customer Think. But if this tool is exaggerated, it can have a fatal influence on the outcome of the deal.
This situation can happen in several cases. These include:
- Unsuitable timing and inappropriate individualization. For instance, if you find out that the prospect is getting divorced, it might occur to you to give them an acquaintance's contact information who will be able to give them a good price on new housing. It's relevant, it's connected to what the client's going through, but at the same time, it's an inappropriate, and even, rude offer. This example shows that personalization shouldn't involve the client's personal life, and it should be timed appropriately.
- Focusing on details. A client might find it odd if a business person notices a detail about them and uses it to adjust the offer. For instance, if the salesperson sees that the customer is wearing a shirt made by an expensive brand and so obviously the client is well-off, it's still not appropriate to mention this and use it, for instance, to offer the client the most expensive version of the product. Similarly, if the salesperson notices something, they should keep it to themselves, and not mention it to the client as the salesperson could seem strange.
- Online stalking. Nowadays, there's an endless volume of information available online about everybody. You might use this option, but you can't use it explicitly when talking with the client. If you, for instance, told the prospect you looked at their Facebook, and so you can draw some conclusions about them, you will only look creepy.
How can you avoid exaggerated personalization?
First, use common sense. Respect your clients and don't invade their privacy. Don't try to sound too familiar when the client is obviously doesn't like it. Don't mention things you learned online about the prospect, or that you noticed. Remember you can use information acquired like this without telling the client.
Simply put, offer healthy, not exaggerated or inappropriate personalization.
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