Updated: Jun 24, 2020
The obsession with quantity. Mail a thousand contacts and surely you'll get one hit. No. That's not a guarantee. We tried. But that's how traditional advertising works right? One TV/Radio/Billboard/Press advert that reaches millions of people.
Well when it comes to business, personal relationships are gold, think 1:1 not 1: 1,000,000. There is a better way for your message to land in the right hands. There is a better way to foster business relationships. In these times of mail merging, and with companies like Mailchimp making it real easy to send out mass messages, it may be tempting to shout your standard message to hundreds of people. But one personal relationship is more valuable than a thousand contacts that don't respond and chuck you into junk mail.
The people behind the business you connect with also want to feel there is a connection between you and them. Yes it may be through your products and services but they want to believe that they are special. That you picked them for a reason, that this connection is not a number but genuine. That's if you want a trusted, faithful relationship, a business endeavor that is fruitful for both parties - you, know, a mutually beneficial relationship?
Have one on one conversations. Customised messages and conversations to suit the business you are interacting with. This is the business hack for converting and growing healthy and loyal business relationships. And this is the secret to sustainable business relationships.
We tried. We sent out thousands of really well written emails with really great business propositions. We failed. We learnt. We share the lesson. Today we got 2 new business deals because 1:1 actually works. Now we get it.