As much as I’d like to say all our business comes from referrals, I still make a concerted effort to hit the streets and introduce JH&A to potential clients. While out and about, it’s convenient to foster new relationships and to drop in on current clients to reinforce existing relationships. If you’re in a client-facing role in the marketing communications field but you’re not a “people person,” you might be in the wrong business. Getting out from behind your computer to build real, personal business relationships will pay-off many times over in a number of ways.

When seeking out new business I have found personal connections take a little longer to initiate and develop, but the benefits far outweigh the time commitment. Both new and existing clients appreciate knowing the people who they’ll be dealing with. They get a sense of the agency and the personality of the people who work there. The added effort to personally address potential clients’ needs goes much further than asking them to view an on-line portfolio or download your corporate overview. And current clients appreciate the effort to personally keep them up-to-date on project progress. Face-time builds familiarity, trust and loyalty.

A few years ago, I also began a tradition of visiting my counterparts at other advertising, marketing and PR agencies during the first quarter of each new year. This endeavor met with raised eyebrows and consternation from some of my peers. After all, they are competitors! The goal? Just say “Hi”, put a name with the face and share a few war stories. I’ve met some incredible people during these chats, and learned just how much amazing business talent works in our field.

On a personal note, I volunteer with a community organization (Miracle League) and am very fortunate to be involved with some extremely personable, friendly, and caring young people who spend their weekends playing baseball with special needs children. Most of them have developed these admirable traits by getting out, making contacts and engaging with people first-hand. Unfortunately these amazing young people seem to be in the minority. Conversely, I have seen an increasing number of recent graduates whose social interaction is almost exclusively digital. The term “Digital Natives” refers to the current generation of people coming into the workforce. Unfortunately, they are often characterized by a disassociation with personal relationships fostered by dependence on Facebook, Twitter and other social media outlets.

In our e-everything society, with more and more social tools de-emphasizing the need for actual human interaction, fewer and fewer people are willing to get out and foster personal relationships. As the pendulum swings toward predominantly digital communications, there’s a huge opportunity to differentiate yourself and your business with a smile, kind word and good old-fashioned handshake. After all, you’re not dealing with an anonymous email address – you’re dealing with a fellow human being. The bottom line? It’s better to use social media and e-communication as a tool. Not a crutch.

Patrick Cline
Vice President and Managing Partner
JH&A Advertising