PPB August 2019

T echnology does a lot, but it can’t do everything. Sometimes we forget that. We can get so dependent on email and social media that we lose sight of what people really need from us—especially in business. Yes, clients expect to connect with us in various high-tech ways, but they also crave the deep and meaningful connections that can only come from face-to-face (or at least voice-to-voice) connections. It can be tricky to walk the line. Human needs don’t change. Relationships mattered in the days of pencil, paper and snail mail, and they still matter in the days of email, Facebook and Skype. Ideally, you would meet with all of your clients in person, but of course that’s not always practical. Still, you should invest in at least one face-to-face meeting with each of your top clients. Then, use a carefully balanced mix of technology to maintain the relationship. Here are a few of tips for using tech the right way. 1 Don’t let “faceless” and “voiceless” technology become your primary communication tool. Nothing can replace the effectiveness of a face-to-face encounter (even if it’s by Skype), especially in the early phases of your client relationship. And meaningful phone conversations can be great, too. It’s fine to use less powerful tech solutions like email, texting and e-blasts to stay in close contact with your clients. These can enhance and strengthen a well-established relationship. But they should only be supplemental. 2 Skype important meetings if you can’t be there in person. Ideally, “in-person” interactions are best for relationship building—especially with your top clients—but of course they can’t always happen. Video conferencing is second best. Make sure you’re using this tech tool often. It’s a great way to read body language and facial expressions— crucial for building trust and establishing positive and productive relationships. Eleven ways to make smart use of technology without losing the personal touch clients crave. by Paul G. Krasnow The High-Tech, High-Trust Balance 36 | AUGUST 2019 | GROW