High Tech vs. High Touch Communication – How Do I Decide Which to Use?

There’s no question that our new technologies have made it easier for us to keep in touch across distances and over time, but has the allure of these tools persuaded us to trade in our real relationships for something imitation and less sincere?

041816 High TechThe key is to figure out how to integrate the high-tech with the high touch because high-tech alone is unlikely to produce a sale.  Sure, somebody might buy a $29 item on-line or even a few hundred dollars for a well-known piece of software or a gadget, but when it comes to most purchases, both companies and people want to buy from people.

With a myriad of tools available and hawk eyes on marketing budgets and the rate of return on those budgets, it’s extremely necessary to integrate the high tech tools with opportunities to create high touch as well to produce the best results.  But when does it make sense to use each?

Face-to-face meetings are much more critical in helping you achieve certain business objectives.  In person meetings are much better at accelerating and deepening relationships much faster than if you were to communicate solely with high tech tools.  Face-to-face meetings are much more useful in the situations that require the following:

  • Persuasion – If you’re looking to close the sale or a larger sale with a longer sales cycle, an in-person meeting is much more likely to help you persuade someone in a certain direction.
  • Decision-making – If you’re moving a prospect or client toward a new purchase, decision-making is much more likely to happen when you’re meeting one-on-one.
  • Frankness – If you’re looking for a decision to be made and you’re looking for complete candor, a face-to-face meeting is more likely to result in you completely understanding their position as you’ll have full view to body language and how their tonality and movement accompanies what their words say.

High tech tools do play a critical role in a company’s sales and marketing plan.  There are a number of virtual communication tools that can be used, however, the most common ones used for marketing include webinars, virtual events, and social networking.  These tools are useful for communicating the following:

  • Delivering supporting data – Showing case study results and relevant data to support your position.
  • Maintaining Relationships – Just simply keeping in touch and keeping yourself and your company top of mind.
  • Connecting a Distant or Global Audience – When people are miles or oceans apart, connecting them via a social network or another virtual tool can be so valuable simply because you can make the connection almost immediately.

Take the time to carefully evaluate what you’ll do based on your business objectives, your goals and your metrics.  Then build the plan that will get you where you need to be.  Regardless, I’m willing to bet that you’ll need some quality face time along with some creative digital communication.

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