Building Authentic Relationships in Digital Channels—It Can Be Done

We are often asked whether it’s truly possible to establish and build genuine 1-to-1 relationships in digital channels.  After all, for decades our telephones, inboxes, and snail-mailboxes have been overwhelmed by an onslaught of meaningless junk, and all that noise has made us downright numb to any meaningful messages that might be buried in there. … Continue Reading


 

Make Friends First, Business Second

In uber-quotable “The Godfather,” Michael Corleone famously said, “It’s not personal, Sonny. It’s strictly business.”  Oh, Michael, you poor misguided soul. Granted, it’d probably be best to avoid replicating the Corleone family’s business model anyway, but on that one point—at least in today’s environment—he got things exactly wrong.  Nowadays, he’d have been more accurate saying, … Continue Reading


 

“Who’s This Guy?”: Bridging Social Status Gaps in 1-to-1 Outreach

There’s an old African proverb that says, “The lion does not turn around when a small dog barks.” That proverb points to a common obstacle in 1-to-1 marketing outreach: Differences—real or perceived—in social status between the person or entity doing the outreach and the recipient of the outreach.  There are many different types of relationships … Continue Reading


 

Outsource – Yes, Outsource Your Business Relationship Building

It’s no secret that the more successful your business, the more relationships you have. And after a certain point, it becomes very difficult to maintain these relationships.  There aren’t enough hours in the day for you to stay in personal contact with hundreds or thousands of people.  Fortunately, you can leverage advances in technology to … Continue Reading


 

 

The New Marketing Paradigm

Today’s digital technology has brought about a sea change in how businesses and prospects interact. Unlike the old days of marketing, where a business was (largely) in control of the way their image was projected to the outside world, today’s marketing paradigm has the consumer in the proverbial driver’s seat.  It’s the consumer who now … Continue Reading


 

Business Success: It’s About Who You Know

Every savvy business person will tell you, “It’s all about relationships.” What not everybody realizes, however, is that there are several types of business relationships that provide value to you, and they do it in very different ways. The most obvious relationship—and the one most people are thinking of when they say, “It’s all about … Continue Reading


 

Could a 1-to-1 Marketing Model Be Effective for Your Business?

All business is ultimately about personal relationships, but some relationships are more important than others. For example, if a majority of your customers are referrals, or you rely on a relatively small number of high-value sales per year, you target a few important, high-level decision-makers. Not everyone who likes your business on Facebook or follows … Continue Reading