Examining Modern Relationship Building

Carroll poses the question: “To what extent can emails be used in place of phone calls and face-to-face meetings when maintaining and developing relationships with clients and other important network contacts?”

He then invites four bloggers, including himself, to give their perspective on the issue.

Though modern technology gives marketers the opportunity to do very specific targeting and provide personalization, nothing takes the place of building good, old-fashioned relationships. Carroll stresses that today’s buyers are saavy - and in some cases, are marketers themselves! They are very sensitive to being pitched by a fast-talking sales rep. Therefore, it’s wise to start building those relationships with key targets even before they are sales-ready. This ensures that they will trust you when the time is right.

As Carroll points out, one way to do this is through a lead nurturing program. Positioning yourself as an industry expert and providing truly valuable information to your target audience will secure a place for your company in their conciousness and prove you know your industry. Staying top-of-mind means you’ll be first on the list when it’s time to buy.