Being There: Relationship Marketing
and Physical Presence
By Terry L. Brock
My friend Corbin Ball says, “You can’t have a virtual beer.” In an age of cell phone communication, Skype on the Net (free calls around the world), Google Talk, Yahoo Messenger and many other alternatives, you still can’t take the place of being there.
This has enormous possibilities for marketing and sales. In an age of constant cell phone ringing, continual Blackberry email checking, “Gotta’ have it yesterday” timeframes and too many less-than-real people, your customers long for a genuine, personal, real connection. We all get too many email messages. We all get too many cell phone calls and we’re swamped with IM (instant messages). Yet, in the midst of all this “communication” we want to establish, build and maintain relationships with quality people. We want connections even more than communication.
I regularly use video communication to connect with clients around the world in the UK, Australia, Ireland and throughout North America. However, even with that marvelous technology (Thank you, Skype!), being there is preferred for relationship marketing.
How can we sort through it all? More important – how can we leverage what exists to establish, build and maintain quality relationships with the people we want and still be profitable in business? One of the best ways to make that powerfully positive and personal message is to be there with the client. Nothing can replace a face-to-face conversation.
Here are some ideas for your consideration that work well with others in an Information Overload Society.
- Use Email Properly. Email is good – but don’t rely on it exclusively. Keep email messages short and only add attachments when they are necessary. Yes, we can use PDFs, audio and video. But always think twice before attaching. Even More Important; Avoid the “Reply to All” when not everyone needs to know everything every time you send an email. Be discreet and judicious.
- Employ The Power Of Voice Communication. A quick reply over the phone can increase the human warmth in communication. This is a great way to talk with people, but not the same as being there.
- Physically Be There. Being there means you get on the plane, train, automobile, boat – or a combination of these – and put your physical body where you can be with that important person. When people know you cared enough to put in the time, money and effort to be with them, it means a lot. It also gives you a lot more credibility when you say, “Last week when I was at our plant in Shanghai…” versus something like “Well, I read that in Shanghai there are….” Being there adds credibility.
- Be A Part Of Carefully Selected “Tribes.” This means being at the monthly meetings of those groups that help you reach particular goals. This is the proving grounds for Relationship Marketing. It means attending trade shows and conventions. Successful people today make it a regular point to not only attend, but actively participate in important trade shows, seminars, conventions and other events where important people gather. It is like our own “Brigadoon” as displayed in the classic play of the same name. A whole new city emerges for the short duration of the convention or meeting. Your “house” is your hotel room. Your “kitchen” is the hotel café. Dinner is a valuable part of being there. Carefully select the tribes you join and be make it a point to be active in those tribes that help you meet your goals.
- When You’re There – Be There! Mary Kay Ash, the founder of May Kay Cosmetics was known for focusing on the person she was with when she talked with someone. Don’t let your eyes wander to others when you’re talking with one person. Pay attention to their needs. That also means turn off your cell phone during lunches, dinners and meetings. It is very rude to grab a phone call while in a conversation with another over a meal. Yes, there are some exceptions but most calls don’t involve a medical emergency. Let the caller leave a voice mail message and return the call later. Focus your attention on the person you’re with for the meeting.
- Stay In Touch. Once you’ve “been there” you want to stay in touch with a variety of methods. Send email messages to help them. Send handwritten notes (very powerful). Send pictures of the time you were together. I started sending video clips from conventions to others who couldn’t be there. Often I’ll find someone who also knows the person who is unable to attend and we send them a “Hello, wish you were here” message. It always means a lot. Whatever works for you, stay in touch with important people. Remember birthdays and other important dates.
Social networking on the Net with places like Second Life, YouTube, Facebook, MySpace, LinkedIn and more sites like this every day show in a tangible, market-oriented way how much people want that human connection---we want Relationship Marketing. These are good tools to use, but never forget the importance of being there with people. As you do that, you not only generate more business, but you will achieve the far more important goal of connecting with others and being there with them. This is what Relationship Marketing is all about.
Since we can’t have a “virtual beer” you will want to have the real thing (or beverage of your choice) with important people in a face-to-face situation. There is nothing that can take the place today of being there---and no technology will ever replace that.
Terry Brock is a marketing coach and regular columnist for Business Journals who helps businesses market more effectively leveraging technology. He shows busy professionals how to squeeze more out of their days using the right rules and tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
Copyright © 2007, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used in any way without prior written permission.
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