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Autonomy, competition or bonding, what do you solve for your client?

4 changes we will see in companies after COVID-19

The third psychological need is bonding. It refers to having healthy social relationships. Human beings require experiencing that they are involved in interactions with others in a meaningful way, connecting with them in bonds of caring and mutual affection.

Science states that people are “wired” to connect with others. In fact, we have a biological predisposition to establish relationships with other people.

This premise explains why the sense of belonging represents a very motivating element for people. That is why forums and communities are successful.

So if your business line allows it, raising the notion of community as part of your value proposition will make your client think “if by acquiring this service I will meet people with whom I share a common interest, I want to be part”.

If you offer a learning program, which includes exclusive group mentoring for your community of students and alumni, through a group on Facebook or WhatsApp, you would encourage students to share their progress in order to encourage the advancement of others. The brainstorming of ideas and best practices that can come out of groups like these is very interesting, in addition to the fact that you would contribute a valuable element that would cover an innate need.

Not necessarily your business would have to cover all three needs, but an interesting exercise would be to find out with customers who have already bought you which of these three you have solved for them.

Knowing this, perhaps you could modify your unique value proposition to cover all three and thereby differentiate yourself from the competition by focusing your energy on creating features that add more value to your ideal customer.

In an ideal scenario: if you make your client feel that he was free to choose (autonomy) and that thanks to what he acquired with you, he is now more apt in what he does (competition) and that in the process he related and connected with others people (bonding) would be covering needs that positively impact their psychological well-being.

Imagine the level of importance your business would have in the lives of your customers.

Quoting Laura Ashley, the formula is clear: “Don’t want to force your ideas on clients, just do what they want.”

Editor’s note: Adriana Castro has a specialty in Psychology of Creativity from the Autonomous University of Barcelona. She is the founder of Call to Action: Happy Companies. Follow her on Facebook (adrianacastromx). The opinions in this column belong exclusively to the author.

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