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Affection in Marketing

Affection is a gentle feeling of fondness or liking for another.  In our previous article, we described how people are more likely to do business with people they like. When affection is reciprocal between two people, trust is the effect. In business, it is advantageous to learn how to harness affection to grow a clientele.

How to Deserve, and Grow a Client’s Affection at a First Meeting

Did you notice the word ‘deserve’ in the heading? Affection is not something we can win. Instead, it is something a client bestows on us because they judge us worthy. Sales Clues thinks the following tips may open doors.

  • Prepare yourself by learning as much as you can about the client, and their drivers. They will begin to like you when what you say is in line with what they need to know. Always be honest when fielding questions. You want to build a reputation as someone who knows what they are about.
  • Do not be afraid to ask for more information to enable you to prepare. Ask about their plans and strategies for their project. My friend John the builder would be wise to ask about the size and type of building clients are envisaging. Then he can bring a file of relevant photos and plans.
  • Your goal at the first meeting is to be congenial, and to create interest in your product. Keep your presentation as short as possible, opting for quality and not quantity. Your client will like you less if you keep repeating things!

Once the meeting is over, take time to reflect on your performance. Were there things you could improve for next time? What lessons can you learn from that meeting?

If the client asks to meet again, you have an assurance they have begun to like you and your product. Affection takes time to grow, but you can break it with a few careless words. Always be honest and always be polite. Be yourself above all else.


Especially, do not feign affection … for in the face of all aridity and disenchantment it is as perennial as the grass

– Desiderata

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