Being real in the virtual world

Use every contact opportunity to build and strengthen the human bonds between you and customers. You may establish a customer base with a product or pricing, but people will only continue to do business with you if they are satisfied. A human connection can transcend price, selection, service, and many other weapons your competitors are using.

To build human bonds, respond to initial inquiries with some questions about the customer's business, plans for using the product, and how she heard about you. Ask the prospect about other need she might have relative to the product or service being purchased. You may be able to add to the sale or recommend another vendor, thus assuring the customer that you're concerned for her satisfaction. Finally, send an e-mail note after the transaction, thanking the customer for her business and offering to help with future needs.