© Watchara Rojjanasain | Dreamstime.com

Years ago the great sage John Naisbitt coined the phrase “high tech and high touch” in his classic work, Megatrends. The idea was that we should embrace both.

Fast forward to today.

Now we have an abundance of technology that is integral in our lives. Most independent manufacturers’ reps today use mobile technology to get more done from just about anywhere. Most reps and manufacturers wouldn’t think of trying to get through a business day without employing some sort of touch points with technology.

So, how can a rep use the technology today and still maintain the sense of “high touch” that is so important? Most successful reps today say they focus first and foremost on the needs of customers. From there you find the tools that help to facilitate what needs to be done.

Here are some tips that help you, as a rep or manufacturer, keep that all-important “high touch” in an increasingly “high tech” world.

Tip #1 — Start with the Needs of the Customer

Find out what they need, not just by assuming you’ve been around so long you know everything. Monitor what is being said on social media (use Hootsuite to create a “Social Media Command Control Center” to listen to what is really happening). I like the way Richard Weylman talks about it in his book, The Power of Why, that personal one-on-one interviews are powerful to find out what is really going on with them.

Tip #2 — Think Through the Tasks You Need to Accomplish First, Then Get the Tools

For years I’ve seen well-meaning people come up to me after a presentation and ask for “the best computer to buy.” Well, there is no one computer that is best. It all depends upon what you need to accomplish. Find the tools that will work for you to solve problems by thinking of the tasks you need to accomplish first. “Begin with the end in mind” is what the late, great Stephen Covey taught us. This truth is more important today than ever.

Tip #3 — Spend the TME Necessary to Get Proficient With the Tools

A lot is available free for marketers and salespeople today. It is easy to get conditioned to think that everything should be free. The real competitive advantage comes to those who realize the need to put in the time, money and energy needed to get ahead. Be willing to invest some coins in a better education. Pay the price in time to learn how to use what you need. This will give you a strong advantage over others unwilling to pay the price for success.

Tip #4 — Focus on Tools That Help You Connect With Customers

Social media can be a huge boost. We’ve worked with many clients to help them use social media for business to get more sales and increase customer loyalty. I also do a lot with video, which helps you connect with people at a stronger and more effective level than mere text. Tools like EyeJot, Skype, Camtasia (love that tool!) and many others really give reps who use them a serious advantage to connect with customers better and generate more business. Drop me a note if you have questions about how to use these in your business applications.

Tip #5 — Never Forget It is Not About the Technology

My book, Relationship Marketing: It’s NOT about the E-Commerce (Electronics); It’s about the R-Commerce (Relationships) lays out similar ideas and action steps. There will always be new and exciting technologies. By using them properly, we make our lives better. Successful reps emphasize the importance of people.

Recently I did a program for a very large, well-known insurance company. In preparation for my presentation, I asked for the names of some of their most successful reps and they gave me the name of one in the Midwest. He told me that he uses his Smartphone and his iPad to get more done from anywhere.

When one of his insureds is in an accident, he regularly makes it a point to call them as soon as he hears of the accident. He asks if they are all right and makes it a point to let them know he and his staff are standing by to help as the insured goes through the trauma. This type of “being there when needed” response helps to secure the relationship. As the rep told me, “Accidents are opportunities to solidify relationships.”

What kind of accidents happen in your work? How can you leverage technology to better serve those wonderful people (customers, clients, members, etc.) who pay your bills? Leave me a few examples on Facebook and I’d love to share them with the world.

As you start with people, focus on relationships and then look at technology as a tool to help you better serve people, you will achieve success. Remember, it is about the R-Commerce in life today — as it has been for centuries!