Short excerpt from a YouTube video by Jeff Langmaid presenting the core idea that effective guides must establish two things: empathy (showing understanding of the person's situation) and authority (demonstrating credibility). The speaker emphasizes phrasing and conversational signals to convey both traits during a customer journey from unfamiliarity to considering a product or service.
The key to being a guide is establishing two things, empathy and authority. Person has to believe there has to be some authority. Right. But you also need to understand where they're coming from. So empathy also plays a role in that. I understand where you're coming from. I've been there. You know, if you have, obviously, if you haven't, well, I understand, because I've seen that before. These are key, key phrases as you take somebody. That journey that we're going through right now and that we looked at is really the journey of somebody who doesn't know you whatsoever to theoret, somebody deciding, hey, I might need this product or service. These are very key items along that path, establishing authority and establishing empathy.
