Observed

When Odysseus left for the Trojan War, he realized he needed help while he was away.  So, Odysseus asked his friend, Mentor, to be in charge of his son, Telemachus, and his palace until he returned.

While the meaning has changed a bit, we still seek and offer mentoring.

What’s the best platform for such a trusted relationship?  According to my friend, Nick Gargala, Ed.D., the best results occur when the mentoring happens face to face.  In interviews for his recent dissertation, Nick found that over the phone is a distant second, and e-mail mentoring is the weakest.

Where trust is important to a relationship (e.g., in business development), the more personal the better.

Why all the fuss about intimacy in marketing communication and, especially, sales?  Does it really matter whether you stay in touch with a client or prospect via Twitter or something more personal?

I believe it does.

Sure, it depends on the stakes.  In my case, I’m a freelance writer selling into a mature market.  If I want someone to hire me, I must offer them something more than my experience and credentials.  Something more than the promise or intention that I’ll be accountable.

So, here’s a re-frame for my last few posts on memorable communications from my own business development perspective…

• In order to hire me, a prospect must first trust me.
• In order to trust me, they must believe I care.
• In order to believe I care, I must demonstrate that I care…not merely assert that I care.
• In order to demonstrate that I care, I must be as tangible and personal as possible.  The more I sacrifice (e.g., my time, money and the like) in communicating that, the greater the value and impact.  The more I prove I care.

What I’m seeking is to be in relationship with someone.  Because I’m asking them to trust me with their baby.