Friday, October 27, 2017
An executive in charge of major IT purchasing decisions recently said to me “Vendors using these automated campaigns and check-in emails are like panhandlers – I don’t know who they are and I don’t know what they’ll do with our money. All I know is that I don’t want to do business with them.”
Your customers don’t want automated check-ins and your sales prospects don’t want to be “funneled.” It doesn’t matter whether your strategy is mobile-first, data-driven, personalized or good old fashioned “spray and pray.” The only strategy that matters after multiple decades of increasingly sophisticated email usage is your team’s ability to forge relationships with your current and future customers.
So ask your team one question: What are we doing to ensure that our communications are relationship-based and not automated or transactional? Because “high tech” is always fine so long as it’s paired with “high touch.”