Word is… it’s good to talk

What’s the first thing you do when you get to the office? Check your social media accounts?  Reply to the dozens of emails waiting in your in-box? Consult the online diary about what you’ve got in store for the day?...

There’s no doubt that the virtual world and 21^st century technology are very useful in business but, in the words of one of the most memorable advertising slogans ever…it’s good to talk!

Genuine engagement via social media may become a ‘conversation’ but, for me, the beauty of talking to someone rather than interacting with them online is that you not only hear the words…you also hear all the nuance and sincerity (or lack of it) in the way those words are delivered. So, though it’s possible to maintain relationships online, they can only be nurtured on the telephone or, if possible, face to face.

It’s an important lesson for any company to understand because professional relationships underpin all aspects of a company’s success; from building its customer base to ensuring it has a loyal and efficient supply chain. Talking to people makes them feel valued and ensures that none of the message gets lost in translation or disappears into an inbox full of unread clutter. What’s more, it’s often faster to just pick up the telephone!

Let me give you an example that shows just how important personal relationships can be... and how essential talking is to building that rapport. A former client of mine had moved companies and we had somehow managed to lose touch. Having found him on LinkedIn, I was tempted just to click the ‘connect’ button and message him online. Instead I found out his telephone number and called him.  We chatted for about half an hour during which time I was able to catch up with him by asking questions and reacting to his answers. It gave me an instant response and a great way to reinvigorate the relationship, which led to some great new business leads.

It’s an important part of making new contacts too. A recent visit to the Institute of Health Estates Management Exhibition (IHEEM) not only gave us an opportunity to catch up with clients attending the show it also resulted in some valuable new leads that came about simply by chatting and asking questions.

It’s a topic that was discussed recently in Mark Ritson’s blog for Marketing Week, which discusses the turnaround in an abattoir owner’s business when he went out to meet with the butchers he wanted to sell to. He reminds us that whatever tactics may be at our disposal in the internet age, there are none so useful as talking to customers.

Successful businesses understand what their customers want and then sell it to them effectively – without talking to your customers, how can you hope to achieve either?