 High
Touch Marketing
- The Key to Relationship & Business building
By Marlo Boux of Boux Small Business Coaching
High touch...what does it mean, and why should you care? The term high
touch, coined by futurist John Nesbett in the eighties, refers to having
human interactions, a personal element or a personal touch. In a world where
nearly everything is high tech and automated (or is well on its way to being
as such) it is a breath of fresh air to have some ‘old-fashioned’
human-to-human contact. So how does this translate into business networking?
Well, if you attend a networking function in the flesh, you are part way
there by having face-to-face interactions. But let’s take it a step beyond
just showing up and inject a real personal touch in how you network with
others.
I will assume that as a business person, you are aware of the networking
basics:
- Having quality business cards on hand
- Crafting a laser-focused 10 to 30 second business message
- Dressing appropriately for the event
- Having a great handshake
These topics will not be addressed any further in this article. What I am
about to suggest will turn the typical networking objective on its head.
Most of us go to networking events to “get our name out there”, generate
leads and build business relationships. Instead of going to an event with a
“how will this benefit me” attitude, walk into the event asking “how could
my knowledge, resources and contacts benefit my fellow networkers?” This
requires a really authentic shift in your motivation.
Listen - When moving from conversation to conversation, ask thoughtful
questions and listen to what your peers are saying. Don’t interrupt or start
formulating your next thought while they are speaking. You will miss out on
nuggets of information that will tell you how you can add value to their
business or personal lives. Ask great follow-up questions to get
clarification and show genuine interest in them and what they have to say.
Focus your attention on their message - both the verbal and non-verbal cues
they provide.
Add Value to Their Business - If you know of a useful resource, have a great
contact, or have access to some other information that may make their life
easier, take special note of this at the end of your conversation and write
it down. When you take the time to do something thoughtful for a fellow
entrepreneur, you are more likely to be remembered positively by that person
- and not just memorable, being “memorable” can carry negative connotations
too - you will be remembered and regarded as thoughtful and genuine.
Ask for Their Business Card - Before you part ways, ask for their business
card. Take a few minutes to write down a conversation tidbit, a resource, or
the contact information you wish to give them later, on the back of their
card. This is the simplest way to keep all the information fresh in your
mind. Keep your business cards in your pocket unless you are asked.
Follow Up - Within 48 hours, call, email, or send a hand written note to all
of the contacts you made at the event. Thank them for their insights or
comment on the conversation they had with you, and include a useful
resource, link, contact information or article clipping that will add value
to them. This will be an unexpected and pleasant gesture that they will not
soon forget. At this time, you can add any contact information in your email
signature or drop your business card in with your note card. Now they have
the means to contact you further if they choose.
Under-Promise and Over-Deliver - The very same concept which applies to
excellent customer service in your business should also apply to your
interactions with other entrepreneurs at networking events. If you do offer
to provide a piece of information in the network conversation itself, you
must deliver on your word in a prompt and efficient manner. Write your
follow-up promises down so you don’t forget! Do not promise more than you
can deliver or people will think you are a blowhard who can’t walk her talk.
Instead, promise a base hit and deliver a home run. You can’t lose with this
concept. The little extras go a long way.
Don’t Tie Strings to Your Generosity - There is nothing worse than a hidden
agenda. If you are really thinking “what’s in this for me”, but you are
disguising it with a forced sense of altruism, people will see right through
it. The key is to have a genuine and giving heart just for the sake of it.
Help people just for the heck of it. Be thankful that you met someone new
and were able to have a positive impact on their day. Remember: even small
gestures can mean a lot.
If You Still Aren’t Convinced - Perhaps you cannot see the intrinsic value
in this “high touch” networking approach. If you are having a hard time
buying into this networking perspective then you should remember the
well-known principle of reaping and sowing. When you sow seeds of genuine
help and assistance to others, you will see that come back to your business
in ways you couldn’t possibly imagine. Your good deeds will generate
feelings of goodwill. The recipients of your generosity may be moved to
repay the favour in terms of word-of-mouth advertising or a direct referral
to your business. If nothing else, it invites dialogue and conversation
beyond networking formalities. This is the real key to
relationship-building. It is the conversations that take place outside of
the event that can really count.
Give it a shot - you just might feel good about yourself in the process.
Marlo Boux is a small business coach who moderates an online coaching
forum & is resident coach advisor for the Christian Business Talk Radio.
Visit her online at
www.smallbusinessmoms.com |
