High Tech Vs High Touch

Some (one) of my younger clients mock me for being a tech troglodyte dinosaur (you know who you are).

But I have a strong belief that, as the world gets higher tech, the thing that sets you apart from your competition is being higher touch.

Loyalty isn’t built by mass emails, or direct mail campaigns, or even signing people up for your twitter feeds.

Loyalty is built through personal contact and relationship.  It’s built by being quick to return calls and by initiating that contact.

One of my smart clients uses his drive time to flip through his phone contact list and call customers, potential employees and old friends.

In tough times, it’s relationship that tilts the scales your way.

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