Magnetic

16Magnetic Connections

Go Retro

The goal is to stay forever in the forefront of your customers' minds and to keep their positive word of mouth working for you in ways that help you sustain and grow your success. There are two very old-school ways of connecting and reconnecting that, as technology grows as the common choice for communication, become progressively more powerful and effective.

Sometimes the most powerful way to magnetize (or remagnetize) our business is through the ways we connect with our customers. Certainly, if we want our customers to be sending a steady stream of new customers our way, we have to constantly, and appropriately, reach out to connect.

There are a thousand ways to connect digitally and electronically, and by the time this book comes out, you are probably connecting with your customers holographically. Good for you. I'm all for it. Leave no connection resource stone unturned.

But in a world of texts, e-mails, posts, and tweets, there are two ways of connecting that stand out in terms of impact, power, and effectiveness, and they both are decidedly retro:

Get face-to-face.

Send a handwritten note.

Get Face-to-Face

Many years ago there was a commercial for an airline that featured a business owner telling his employees that they were losing customers from inattention. He tells them that one of their best and oldest customers had called to tell him that the company had lost touch and that the customer felt taken for granted.

The owner went around ...