THE PERSONAL TOUCH

In this world of there being an "app" for everything, when it comes to business there is no substitute for the personal touch. When you remove the personal touch, then your business becomes a commodity, which means you have made it easier for your customer to switch to another provider.

We seem to have lost sight of the fact that humans still need to "touch and feel" (figuratively not literally) the people that they will do business with. That's right, the people. Because we still do business with people not corporations. I know in the past when a sales rep whom I knew provided stellar service, was trustworthy and I knew the product I was getting was at a good price (you don't always have to RFP, you can do a market review), I began considering other companies, because that bond had been broken.

Some companies believe because they have a unique product/service, they don't need to worry as much about the personal touch. The problem with that philosophy is that other companies will likely catch up, eventually, and if you haven't treated your client well, then guess what? You will be sitting on the street corner lamenting as to why you didn't see this coming.

The world is "flat" and as such a lot of communication must be done by phone or Skype or text...name your poison. But even in those instances you can develop a long and lasting relationship which can withstand competitive pressures. An example of this is that I have had the same insurance broker for over 25 years. I've never met him, but when we chat it is like good friends catching up. The reason I stay even though there may be other insurance "deals" out there? Because when I've had claims, he has been there as my advocate, I know he knows the market and what I need. I trust him. It is theis personal bond we've created over the years that ensures I remain a loyal client (and a referring client...I've sent a fair amount of friends his way).

So don't forget the personal touch. It will bode well for increasing your business and it should make your work a lot more pleasant!