Lately I’ve been reading The Referral Engine (Amazon Affiliate) by John Jantsch, the author of Duct Tape Marketing (Amazon Affiliate). The Referral Engine is essentially about how to make your business a highly referable business to more easily generate leads that are likely to close.
I’m only part way through the book, but one of the lessons that stands out is the idea that most business operations fall into two general camps: wired businesses that utilize technology and social media, etc. and more traditional off-line businesses that are more person to person relationship-based. Here’s what I like about what Jantsch is getting across. Jantsch basically says that if you’re a wired business you need to find ways to develop more person to person interactions and relationships, and if you’re more traditional business you need to find more ways to utilize technology to help further connect. A referable business has a good balance of both.
These days one can use technology to help conduct their online brand communications toward the goal of generating and furthering business relationships, but we can’t forget that technologies are tools. There are still people behind the technology, and vice versa, people need help connecting further, farther and faster in today’s economy simply to keep up, so those who typically don’t want to embrace technology will find themselves left behind if they don’t.
However, the commonality here is that people run businesses. Technology can help you run your business and that’s a good thing, but it’s only a tool. Likewise, tools are good, but the real value in any business is the relationships created and maintained between people.
Posted By: Nick Venturella