Tag Archive for 'William “Least Heat Moon” Trogdon'

Small business survival through low-tech customer communication

Over a quarter of a century ago, John Naisbitt prophesied in his landmark book, Megatrends, that “The more high tech we have, the more high-touch we will want.”

About the same time, in Blue Highways, William “Least Heat Moon” Trogdon revealed this Osage Indian wisdom, “Some things don’t have to be remembered; they remember themselves.”

After all these years, and even now as I seek 21st century answers, Naisbitt’s “high tech/high touch” dynamic continues to remember itself. In fact, hardly a week goes by without my invoking Naisbitt’s wisdom on my weekday small business radio program.

For some months now, in my writing and on the show, I’ve been encouraging small business owners to forgo the technology, such as emails and, if humanly possible, take the steps to get face-to-face with customers. Even if a salesperson is regularly calling on them, owners should be making their own contact. Ask what you can do to help and then, if at all possible, do it. This is not a sales call. It’s a relationship call upon which the survival of your business in 2009 may depend.

Recently, Ruth Sherman, author of Get Them to See it Your Way, Right Away, and one of my Brain Trust members, joined me again on my show to talk about how to communicate to customers and prospects during a challenging economy. Ruth is a communications expert, and this is my seventh recession to serve customers in (since 1969). So if you want your company to “remember itself” with customers, I think you’ll benefit from the thoughts of a couple of marketplace veterans. And be sure to leave your own thoughts.

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