Have You Become Just a Click?
A lot of people today believe that an e-mail or text to a prospect or client is sufficient communication to let them know how much you care about them. I understand the importance and necessity of digital and electronic communication in this day and age because I use it too.
Obviously, the Internet and today’s other communication technologies provide a lot of useful tools and data instantly. That’s not the kind of communication I’m questioning or talking about here. I’m referring to something far more important than transferring data.
When you want to show a customer, for example, that you sincerely care about them and their business—to deepen your connection to really touch them—a “touch screen” is not the way to go about it. Today, we are witnessing the vanishing art of good conversation and personal dialogue with one another and replacing it with the equivalent of what I think is “digital harassment”. Technology is not a replacement for good ole’ in-person communication.
Instead of getting closer to people, technology actually helps to isolate them from you. They don’t know who you are! You’ve become a “click” on a screen to them. THAT’S NOT WHAT TECHNOLOGY IS FOR! I’m talking about connecting with people who make a difference in your life. Don’t fall into the trap of thinking that effective communication is only about doing it fast. Customer relationships are not built on a racetrack. They’re not about speed—not now, not ever. Relationship building is, above all else, about QUALITY COMMUNICATIONS, NOW AND FOREVERMORE! That mouse next to your computer will never return the warmth of a sincere handshake, and your monitor will never smile back at you.
People with smarts (you, I hope) know that personalized contact is how and where good relationships are cemented and renewed, preferably face-to-face. There are only three ways you should stay in touch with the people who make a difference to you professionally. Whether you call them customers, clients, patients, students or whatever in your business it doesn’t matter; this is the way to do it:
- In person. Face to face. This is always preferable, but not always practical.
- By phone. Let them experience the sincerity in your voice. Use this as an opportunity to exchange ideas and get an update on their status.
- In writing. A personalized message sent to them. Make them feel special.
If you’re doing it any other way, you’re telling your customers that they’re not that important to you—you don’t have time for them, and YOU DON’T NEED THEM; they’re just another “byte” in your digital world. STAY IN TOUCH and do it the right way—with sincerity and a personal touch.