Be Courageous. Communicate personally, not technologically.

Written by Jane Applegate

We do business with people, not companies. Yet, many small business owners embrace technology and forget this fact. The truth is that the personal touch establishes strong relationships that are critical to your long-term success.

Stop to review your daily communications. Do you prefer sending an e-mail rather than making a phone call? Do you scoff when someone asks you to fax a document because it seems old fashioned? Have you stopped using overnight delivery services because it’s cheaper and faster to attach even the most confidential document to an electronic message?

Don’t worry about answering “yes” to these questions. Most business owners love how technology has accelerated the pace of doing business. I’m not saying technology is bad. I couldn’t produce films, documentaries, or television shows without e-mail and my sleek mobile phone.

The power of meet-and-greet

Based on my experience as a journalist who has interviewed thousands of successful people and as the founder of three companies, I’ve noticed successful people place a high value on personal contacts.

For example, when I worked at Bloomberg L.P., media entrepreneur-turned-New York mayor, Michael Bloomberg, was extremely accessible. His office was located in a corner of the news room, and he often interacted with staff and visitors.

One day, an international money manager with dozens of celebrity clients arrived for an interview. I offered him a cold drink and a snack before we headed into the studio. Just as my guest was munching on a carrot stick, Bloomberg walked over and asked to be introduced.

Our guest, who spent his days counseling some of the richest people on earth, nearly choked on his carrot stick when Bloomberg warmly shook his hand. “I can’t believe I just met Mike Bloomberg,” gasped the money manager afterward. I decided not to tell him that Bloomberg greeted dozens of people every day because he believes in the power of personal relationships.

Take time for personal contact

The smartest entrepreneurs spend at least an hour a day calling clients, former clients, and colleagues from a land line, not from a mobile phone that may cut out in the middle of an important conversation.

Keeping in touch this way with former clients and customers often yields new business. For example, I made a “happy holidays” call to a client who had recently changed jobs. He was happy to hear from me and offered to introduce me to his new boss. I gained a great prospect through one simple call.

When you are having a slow day, peruse that pile of business cards and call people you’ve met in the previous few weeks. Call someone who has e-mailed you. That always surprises a correspondent who isn’t expecting to hear from you by telephone. Whenever anyone e-mails me with questions about a possible project, I call immediately.

Hand-written notes are powerful. When I was a business reporter, a high-ranking White House adviser became a trusted source. Even my jaded kids were impressed when thick, cream-colored envelopes with “The White House” embossed in the upper left-hand corner arrived in the mail. I responded with my own hand-written notes and valued our correspondence. He was a busy and important man, yet he still took the time to pen a few lines to me.

So, push yourself to pick up the telephone and a pen. These old-fashioned business tools never go out of style.

Jane Applegate -
	Jane Applegate is a producer and author of The Entrepreneur’s Desk Reference, published by Bloomberg Press. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . This email address is being protected from spam bots, you need Javascript enabled to view it. Visit her website at www.theapplegategroup.com Read More >>
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