The term one-to-one marketing is in fact a misnomer: whenever there is a business trying to sell something there are lots of others doing the same. Assume that you are one of many! In Brett’s case, being inundated with calls, emails and LinkedIn connections was a quick way to get no response.
It has to be on their terms, not yours. Lots of contacts are just annoying. Too many ads popping up that reflect your browsing history risk becoming plain creepy (as does 12 voicemail messages).
Engage in a meaningful way: solve a problem, make a truly amazing offer, be distinctive or entertain.
Don’t start the conversation from your own point of view. Start with the other person’s needs and how you might be able to help them. Brett says no one told him they just wanted to listen to him. Listening … now there’s a thought!
Nicola Hepenstall// Managing Partner - Hall & Partners OpenMind, Australia