How to Personalize Engagement in an Increasingly Digital World

The trend in business development is toward impersonal, online-only engagement. It’s cheaper and easier to scale. So, it’s not going anywhere. However, for large accounts, personalization remains necessary. 

The fact that public meetings, hearings and the like have remained telephonic post-pandemic, has pros and cons. On the positive side, we save time, can participate from any location in the world, and are safe from annoying salespeople hanging around looking to start a relationship. But that safe distance is also a con. When conducting business remotely, we miss the opportunity to network, lobby decision makers, and make personal connections with people who can become clients or help us advance our business in other ways. 

That type of personalized engagement is priceless. So we must be intentional about replacing it, at least for clients and prospects that are willing and able to pay for it. Networking events, in-person sales calls, trade shows, phone calls, social media tagging and bragging, and personalized email communications can personalize your marketing.

EVENTS

This is not the first post we’ve done on the topic of promotional events. Giving your prospect the occasion to get dressed and vacate their usual routine even for an afternoon is incredibly valuable to them and to you. They get access to your network, some of whom may do business with them. You get their attention and a clear indication of an interest in you and your offering. 

Think about what an attendee had to go through to enjoy the cocktails and canapés he probably has plenty of at home. He had to leave his business or family on a Friday afternoon, brave the rain, heat or cold, fight traffic, drive in circles looking for parking, and suffer other untold inconveniences for the pleasure of your company and the atmosphere that you created. Naturally, you have a better chance of closing that attendee than someone at home wearing underpants and fuzzy slippers while reading your website. 

IN-PERSON SALES CALLS

Pop-in sales calls are more difficult due to inconsistent in-office work schedules. But if you can use technology to ascertain when a prospect is likely to be in the office, in-person sales calls are highly effective. Most prospects will take the meeting if you’re standing in their office. And, even if they don’t buy, they usually will turn you on to someone else who can help you. 

TRADE SHOWS

A trade shows is a combination of a promotional event and an in-person sales call. Moreover, trade shows tend to be target-rich environments. Thus, prospective buyers will be present and in the mood to be solicited. In fact, they may even been actively looking for an offering such as yours.

To convert, you may have to follow up by phone and/or email and connect on social media. But these subsequent remote interactions serve to deepen relationships that began in person.