DREIESKIVA​|Roald Kvam

In today’s market, selling products goes beyond offering technical specifications or pricing. Successful companies recognize that they are not selling to just a «system» of organizations, protocols, or digital channels; they are selling to people – humans with motivations, needs, and preferences.

This concept of «selling to a human system» means designing products, messages, and experiences that resonate on a personal level, building trust and connections that drive loyalty and engagement.

To truly succeed, businesses need to understand and address the nuanced human elements within the systems they serve.

Whether selling to individuals or large corporations, every sale is ultimately influenced by human decision-makers. People make purchasing decisions based on a complex mix of logic, emotion, and social factors, each influenced by personal experience and group dynamics.

When companies overlook the human system, they risk making their products feel impersonal or disconnected from real-world problems, diminishing their appeal.

A human system includes various stakeholders, each with different priorities and concerns. In a corporate setting, for example, the decision to adopt a product might involve executives, finance departments, end-users, and IT staff. Each has unique interests and pain points:

• Executives may focus on the product’s long-term value and ROI.
• End-users prioritize ease of use and practical benefits.
• Finance considers budget implications and cost efficiency.
• IT teams may be concerned with compatibility and data security.

Selling effectively to a human system requires understanding and addressing these diverse concerns. It also involves creating connections that humanize the product, building trust by acknowledging and catering to the people who make up the system.

People are not purely rational decision-makers…

Emotions play a significant role in purchasing decisions, often influencing whether a product feels right or valuable.

When businesses tap into these emotional drivers, they increase their chances of building a lasting relationship with their customers.

Here are some key emotional drivers that can impact purchasing decisions:

1. Trust: Customers want to feel that they can trust the product and the company behind it. Trust is built over time through transparency, consistent quality, and positive interactions.
2. Belonging: Especially in B2C markets, consumers often purchase products that align with their sense of identity or values. They want to feel part of a community or movement that resonates with them.
3. Ease and Convenience: Products that simplify tasks or eliminate frustrations appeal to customers on an emotional level. Convenience is often a deciding factor when choosing between otherwise similar products.
4. Status and Recognition: For some, the products they choose reflect their values or social standing. Positioning a product as prestigious or high-quality can appeal to these desires.

By identifying and addressing these emotional elements, businesses can make their products more appealing and memorable. This approach builds stronger connections between the brand and the customer, establishing a foundation for long-term loyalty.

A critical part of selling to a human system involves understanding the Customer Journey from awareness to purchase – and beyond.

Each stage of this journey offers opportunities to connect with customers in ways that feel personal and relevant.

1. Awareness: At this stage, potential customers are just beginning to learn about the product. Content that resonates on an emotional level – stories, testimonials, relatable scenarios – can create a strong first impression, showing that the brand understands their problems and offers genuine solutions.
2. Consideration: When prospects are actively comparing options, they need information that speaks to both their rational needs (e.g., technical specs) and their emotional desires (e.g., how the product aligns with their values). At this stage, providing customer success stories, case studies, and product demos can help potential buyers visualize how the product will fit into their lives.
3. Purchase: The decision-making phase is when trust becomes most important. Ensuring a seamless, transparent, and reassuring buying experience is crucial. Customers are often looking for reassurance that their decision is correct, so offering guarantees, testimonials, and support information can help ease doubts.
4. Post-Purchase: Selling to a human system doesn’t end at purchase. Following up with personalized communication, onboarding, and support fosters a sense of value and belonging. These post-purchase interactions strengthen the relationship, showing customers that they matter beyond the transaction.

Mapping out the Customer Journey in this way highlights the importance of addressing human concerns at every step.

A focus on the human system enables businesses to engage customers on a deeper level, creating a more meaningful and supportive customer experience.

Empathy is a powerful tool in understanding the human system. By empathizing with customers’ challenges, concerns, and needs, companies can design experiences that feel genuinely helpful and supportive. Personalization is one way to demonstrate empathy, using customer data to tailor communications, offers, and support to each person’s unique situation.

1. Listen and Engage Actively: Actively listen to customers’ feedback, concerns, and needs. This can be done through surveys, social media, and direct conversations. Show customers that their opinions are valued and that their input directly influences product development.
2. Segment and Personalize Content: Use data analytics to segment your audience and deliver relevant content. Personalized emails, product recommendations, and targeted ads create a tailored experience, enhancing the emotional connection with the brand.
3. Offer Flexible Solutions: Flexibility in pricing, product features, and support options makes customers feel that the company genuinely cares about meeting their needs. Providing flexible options that align with individual preferences demonstrates empathy and reinforces trust.
4. Prioritize Transparency and Authenticity: Trust is built through honesty and transparency. Being open about product limitations, pricing, and data usage builds credibility. Authentic brands that admit to mistakes and focus on continuous improvement are more likely to be respected and trusted by their customers.

By making empathy a core part of the business approach, companies can better anticipate customer needs and deliver value in ways that feel genuine and supportive.

This empathy-driven personalization helps ensure that customers feel valued and understood.

While the emphasis is on the human system, technology plays a vital role in enabling businesses to connect meaningfully and consistently with customers. Tools like CRM software, data analytics, and AI-powered personalization allow businesses to create experiences that are both relevant and responsive.

• Customer Relationship Management (CRM): A CRM system can help track customer interactions, preferences, and feedback, allowing companies to deliver personalized experiences based on past behavior and individual preferences.
• Data Analytics: Analytics tools provide valuable insights into customer behavior, preferences, and trends. Understanding these patterns helps companies tailor their messaging and offers to better align with customer needs.
• Artificial Intelligence (AI): AI enables advanced personalization through machine learning algorithms that analyze customer data and predict preferences. Chatbots and virtual assistants can provide quick, personalized support, creating a seamless and responsive customer experience.

By leveraging technology to understand and respond to customers’ needs, companies can create touchpoints that feel personalized without losing the human connection.

To ensure that a human-centered approach is effective, it’s essential to measure success through customer-centric metrics. Rather than focusing solely on sales figures, companies should also track metrics that reflect customer satisfaction, loyalty, and engagement:

1. Customer Satisfaction Score (CSAT): Measures customers’ satisfaction with individual interactions, giving insight into how well specific touchpoints are performing.
2. Net Promoter Score (NPS): Tracks the likelihood of customers recommending the brand to others, an indicator of customer loyalty and positive sentiment.
3. Churn Rate: Measures the rate at which customers stop using the product or service, signaling areas where the human system may not feel adequately supported or engaged.

By focusing on these metrics, companies can ensure they’re not only driving sales but also building relationships that support long-term loyalty and customer satisfaction.

In today’s market, the brands that succeed are those that recognize the importance of selling to a human system, not just a transactional system.

By focusing on empathy, personalization, and human-centered engagement, companies can create lasting connections that inspire trust and loyalty. Through thoughtful storytelling, responsive technology, and customer-focused metrics, brands can create an experience that resonates with customers on an emotional level.

As more companies embrace this approach, selling becomes less about transactions and more about relationships, trust, and genuine value.

By building human-centered strategies into their core, businesses position themselves to thrive in a customer-first world where meaningful engagement, not merely profit, is the ultimate goal.