Sure, it sounds sophisticated, but what does it mean and how do you apply it to business?
Committed entrepreneurs struggle with answering these questions and are hesitant to verbalize their challenges, but they shouldn’t.
Let me reassure you, they are not stupid questions.
In fact, many business leaders struggle with applying personal touch tactics because the benefits aren’t identified or measured.
We all have an idea what personal touch means and if Gary Vaynerchuk does it, so should we.
But how much time and effort should we give to personal touch communications and what’s the ROI?
I mean, come on, who has the time to video blog 25 times a day?
When personal touch is applied effectively, it results in repeat business and referrals. Instead of pursuing business, you become the pursued.
In other words, people reach out to YOU to purchase YOUR products/services.
Now how powerful is that?
Personal touch builds the back-end of your business.
Or what I like to call pillow money.
Imagine business flowing to you effortlessly. Clients consistently buying your products and referring others without you asking them.
Now that you’re aware of the benefits, let’s define what “personal touch” means.
If you were to google the phrase, you’ll find it simply means to make something less impersonal.
Pretty vague right?
But let’s dig deeper.
Personal touch is all about how you want people to feel when engaging with them. It includes the first interaction and beyond. Every touch point is an opportunity to reinforce that emotion about you.
Whatever emotion you want to evoke determines the tactics and methods of communication to apply in your business. Personal touch can be anything from addressing customers by their first name on email blasts, to appreciation gifts.
What’s important is how you want your customers to feel about you.
For instance, if you want your clients to feel special, a few tactics would include always addressing them by their first name. When sending email blasts, they only see their email not the thousands of other recipients, calling them on their birthday, acknowledging a milestone in their life, etc.
The secret to adding personal touch is the right balance of small tactics that leaves a lasting impression. It’s repeatable, consistent, and it doesn’t take a lot of resources for it to have serious impact. In fact, it can be done on a shoestring budget.
Clients want your TIME and ATTENTION. It’s a basic human need to be acknowledged and accepted. Simple yet thoughtful communication will show clients the time and effort you put into nurturing a relationship with them.
It ultimately shows you care.
In short, personal touch is about how you want your clients to feel. That emotion determines your tactics and communication methods. Whatever you decide, it shouldn’t use a lot of resources. In fact, you should be able to do it on a shoestring budget. Last, consistent thoughtful communication will show clients you care which will open up the flood gates to pillow money!