The original social media is face-to-face

Ever since Samuel Morse invented the telegraph in 1844, new communication technologies have sought relevance in an increasingly noisy universe.

Today there is actual management pain from an embarrassment of riches of communication options. This discomfort is especially keen when connecting with customers electronically: Should you email or send a text message? How about IM? And when should you use one of the social media options?

comBut from telegraph to telephones to Twitter, there has been one constant that has retained its relevance and impact: in person connection. As I’ve said before, face-to-face contact is the original social media.

For small businesses, social media adoption has always needed to be tempered by ROI reality. And as useful as each new communication resource proves to be, they are after all, merely tools to leverage our physical efforts, not eliminate the basic human need for interacting in person. Consider this story:

A sales manager (whose gray hair was not premature) noticed the sales volume of one of his rookies was below budget for the third consecutive month. Of course, he had questioned the numbers previously but had allowed his better judgment to be swayed by plausible explanations. Now there was a downward trend.

Upon more pointed probing, the manager discovered the reason for loss of production: too much electronic contact and not enough face-to-face. The rookie was relying too heavily on virtual tools and missing opportunities to meet with customers in person.

It turns out lack of training and rubber-meets-the-road experience left the rookie uncomfortable and unprepared to ask for and conduct face-to-face meetings, like proposal presentations. Consequently, he wasn’t benefiting from how the success rate of growing customer relationships can increase when certain critical steps are conducted in person. This manager immediately developed a training program that established standards for how and when to integrate all customer connection tools, including the face-to-face imperative.

If your sales could use some help trending upward, perhaps your salespeople need training to get in front of prospects and customers, particularly at the critical step of gaining an initial meeting. Like the manager above, you may need to establish specific and measurable standards for when face-to-face meetings should take place.

There is one connection option that has borne witness to all of the others and continues to be as powerful as ever: face-to-face.

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