Small business question: Electronic or face-to-face communication

With all of the electronic communications tools we have today, unfortunately the face-to-face meeting too often become an after-thought. So how does a small business decide when to email, text or IM some information to a customer and when should you ask for a meeting?

Recently, on my radio program, The Small Business Advocate® Show, I interviewed Jonathan Treiber, CEO of RevTrax, a Manhattan-based online marketing company, who explained that his business “helps brick-and-mortar companies leverage the Internet to encourage customers to physically come into a retail store or restaurant and buy something.” Treiber said, “RevTrax accomplishes its mission for retailers and restaurants by providing a secure, measurable and flexible online promotions technology” so they can “deliver and track online offers ultimately redeemed by customers in person within the physical stores.”

Treiber believes the RevTrax business model works because his clients realize their customers “want to do business with people they know and trust.” And even though Treiber sells high-tech connections, he recognizes that “periodic face-to-face contact strengthens the trust level.” When asked how his own company decides when to transition from virtual to face-to-face connection with customers, Treiber uses a football analogy: “We think of it as taking a prospect from goalpost to goalpost. After we’ve qualified them at least to the 50-yard line, we go to see them.”

Good Main Street advice from a guy who makes his living on Cyber Street. Take a few minutes to listen to other lessons Jonathan offered during my interview with him. And as always, be sure to leave your thoughts.

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