I’ve been sharing this concept for the past several months with friends and colleagues. All business is local business. Humans do business with humans. It requires us to build and grow trust to be successful in business.
Business, by its nature, is both relational and transactional.
Firstly, relational in that people do business with other people. I recognized technology is an intermediary in the business process. Amazon anyone?
Business deals are made via human interaction, for instance.
Secondly, transactional in that people are looking for an exchange of value. You have the money and I have the experience and knowledge to solve your problem. We exchange things of value like my ability to solve your problem with the money that allows you to get your problem solved.
Given the advances in technology, business is now connected. And yet, business is also disconnected at times.
I’ve learned, throughout 2020 and 2021, that technology is a double-edged sword.
For some sales, it made work more challenging. High-touch, and relational sales have been tested. Trust is a key to relational sales and building it virtually is yeoman’s work.
For other sales, technology is a blessing. More computers and home office materials were sold than in prior years using technology.
Humans do business with humans
Thankfully, we’re good at figuring out how to make business happen. When high value business deals get made, they’re done with other humans.
We trust the people we do business with. Thus, much of the business being done is negotiated locally. As a result, people continue to build and grow relationships with other people to create value in business.
Technology is an enabler to help people be successful in business. It is not the other way around.
So here is my challenge to you. If you prefer technology over working with people, start taking steps to become more comfortable working with people.
As an introvert, I know how tough it is to connect to people. I work at connecting daily with people. Connecting is a skill anyone can learn. You need to be willing to stink at it before becoming good at it.
Believe me, it will be worth the effort and time!
