Simple thing, really. Hi. How are you? I’m a marketing nerd that loves basketball, the gym and Twitter. Wanna exchange numbers? Let’s hang out! OK, that may be the dumbed down version but you get the point. We’re introduced to new people almost every day, in personal or more formal situations. We hope there’s an initial connection and then build off of that with two-way conversations.
Now, let’s take a look at the latter. You attend a networking event, meet tons of great people, share ideas, hand out business cards to stay in contact and then you’re all on your way. Well, looks like things went great, right? They did, up until you get an email; not a ‘Hey, great meeting you last night’ but more to the tune of ‘I added you to my email newsletter without even discussing my business or talking to you face to face. I just happened to nab one of your business cards. We are now connected.’ Scary, right? What’s scarier is that this is my real-life example.
Not only did this person not directly talk to me at this event, they decided that I should get TWO emails in the same day, thanking me for allowing them the opportunity to work with me and ‘purchased’ a subscription on my behalf. Oh, why thank you!
1: I’ve never worked with you, let alone spoke to you
2: If I wanted a subscription that bad, I would’ve asked you for it
Apparently the person assumed we had a relationship because I gave out my business card, which has my email address on it. Now, I could get into the e-mail etiquette side of things but Beth Harte covered that pretty well earlier this week.
What strikes a chord with me though, is the lost art of relationship building. People are stuck on numbers and looking for that quick fix or lead. WAKE UP CALL: things don’t work that way anymore. You can’t meet someone and immediately pitch them a product and expect them to buy it. That potential customer wants to build a rapport and get to know you; not just about your business, they want to get to know YOU.
I understand; times are rougher now than they were in years past, but that gives you even more the reason to step outside of the box & that ‘gorilla’ sales mentality and get back to the basics of relationships and building a positive community around your brand or product.
Is that too much to ask for? How do you think we can better ourselves and the relationships we look to build on a daily basis? What can WE do better to achieve this and make it more of the norm?