Trusted Relationships and Other Marketing Fails
Everyone seems to agree that trust is important for business relationships. Do you have trusted relationships or are marketing efforts slowly eroding them?
Recently I received a call on my cell phone that I wasn’t sure I should take. I didn’t recognize the number and largely I don’t openly distribute my cellular number, but it also isn’t a secret.
When I answered the call, a female voice seemed somewhat robotic, but honestly, I couldn’t tell for sure. Was this a digitized voice, an advanced form of telemarketing? I was thinking, “Siri is that you? Cortana, Alexa, is it you?”
I interrupted, asked a question, and still I was stumped. Was a real person on the other end or a computer? I stopped listening and starting trying to think of ways to trip up the caller. Finally, after I quit interacting the caller hung up. I’m still not sure.
Marketing Fails
My email inbox gets some interesting messages. First, if you want to build a business relationship with me, my name is Dennis, not Denise. This is not the same as Denny or Dennis. Denise is not my name.
Occasionally, I will get the popular, “I wanted to reach out to you personally” email, yet the content is a complete duplication of an unknown volume of email messages that many others have also received. I guess I am somehow missing the feeling of personal.
Certainly, we cannot ignore the database merge email. Do they spark anyone into action? They start off friendly because if they have the correct name in the database, and a little bit of data about you or your company, at first glance they appear sincere and trusted.
They may start off with, “Dennis, will you be at Expo 2.X in September?” or they may try to be more friendly, “Dennis, we’ve missed you.”
In a moment you feel violated. You thought they were addressing you personally. You are really just another number.
Trusted Relationships
Many people will give you the benefit of trust. You don’t always have to earn it, at least not the first time around. As we all know trust can be destroyed in a moment. Rebuilds are difficult and costly.
If you are seeking new opportunities, building a sales funnel, or otherwise trying to grow a business that you believe depends on trusted relationships, be careful how you market.
Trusted relationships take time and sincere effort. Do your efforts feel sincere?
Easy for you, may mean easy off for your target.
-DEG
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.
