As I sit at my computer and ponder the direct our business is heading it strikes me that there are two groups of sales professionals out there.
Group #1: (Mostly those of us over 40 years old) Depends on relationships and one on one encounters to do business and find customers.
Group #2: (Mostly those of you under 40 years old) Depends heavily on impersonal means of finding clients; the internet, e-mail, direct mail, discounting and advertising.
Then there are those of use who recognize that you have to belong to both groups. We heavily depend on personal connections to get clients; friends, neighbors, associates and referrals from those who know and trust you.
The internet is a reality. Most buyers and sellers are on the internet. They do their homework there. They look to see what agents in their community have an internet presence. Most clients today depend on electronic information to keep informed.
Too many agents depend way too much on the internet and e-mail and never develop the kind of relationships that build long term clients, friendships and referrals.
The internet and e-mail are wonderful tools. That is all they are tools.
Just a parting thought: When a transaction runs into bumps in the road as many do. Which customers are the most likely to forgive or be patient?
- The one who responded to a lead generation service, that you communicate almost exclusively through e-mail
- The one who was referred to you by a good client that you communicate regularly with in person or over the phone.
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I am always stressing the importance of the face-to-face meeting whenever I meet new clients on the internet. Even the brief phone call gives them a feeling of talking to a real person rather than someone who is out in cyberspace.