Over the past decade technology has impacted the way we communicate, learn, and work. Over 5.5 billion Google searches are conducted every day and it is difficult to remember how we obtained information pre-Google. Big Data analytics are an important resource for business functions in all industries and conversational technology like chatbots and personal assistants can offer 24/7 customer support.
However, the question I want you to ask yourself is “Have we become too high-tech?” The title of this article is “High-Tech or High-Touch.” The more effective approach would be to implement a combination of both. Technology, when used properly, can improve efficiency and accuracy, but a high-touch approach is the key to building long-lasting relationships.
Salespeople often complain that no one answers their phone and will only respond to email or text. I will agree that texting is often the fastest way to obtain a response. However, technology should never replace human interaction. Often, it is the salesperson who would rather communicate by text or email, not the prospect or client. When you are screened out or voice mail messages are ignored, the person you contacted does not see any benefit in talking to you. Refrain from making WWD (what we do) presentations and instead focus your messages and conversations on how what you offer, benefits others.
People want three questions answered in any type of relationship: First – do you care about me? Second – can I trust you? Third – will you deliver what you promise? Prospects will initially view you as a vendor, but your goal should be to elevate your relationship to trusted advisor, consultant or even friend. Let your clients and prospects talk about themselves and they will like you better. Learn as much as you can about their personal lives and challenges so you can position yourself as the logical solution. It is impossible to obtain this information if you only communicate utilizing technology.
It is also amazing how effective snail mail has become. If you have an important message you want read, do not email it. Send the message in a white envelope (not a company envelope) with the return address only listing your street address – no company name. Too often, when people receive something from a company in the mail, they assume it is a sales pitch and discard it before they read or open it. Handwrite their name and address and write the words “personal and confidential” in the lower left-hand corner of the envelope. That is the only mail that is not opened by an assistant and will be read by the person you have addressed.
When you combine a High-Tech with High-Touch approach, rapport improves which then leads to trust; you will establish strong relationships and you will not be deleted with one simple click.
About the Author
Barbara Bruno, author of HIGH-TECH HIGH-TOUCH RECRUITING: How To Attract And Retain The Best Talent By Improving The Candidate Experience, is an internationally recognized recruiting expert who has a proven track record of helping recruiters and talent acquisition professionals become more successful and less stressed. She has created several popular LinkedIn Learning courses and is president of Good As Gold Training, HR Search, Inc., and Happy Candidates. For more information, please visit: