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Don’t Make the Mistake of Forgoing Face-To-Face Sales Calls – Especially in Green Marketing

Posted Aug 21 2012 7:11pm

The world of online business has exploded and terms such as social media, SEO, keyword optimization, and global positioning are buzzing all over the web.  It would appear that in order to do business today, one would have to have a web presence. 

I would hazard a guess and say that is true.  It is especially true when it comes to green marketing and green products, where our target consumers are online, early adopters who will compare and analyze sustainable products. 

However, in the midst of the  scurry to get top Google, Yahoo, and Alexa rankings, the value of face-to-face relationship building is being lost in the scuffle and with the world of business also going local, that is a big mistake.

Some time ago I attended a workshop for area churches that was hosted by the Plymouth Congregational Church here in Fort Wayne and developed by the Northeast Indiana Sustainable Business Council.  There were twenty-four people in attendance.  We were given a presentation by the three churches that had already been certified as green entities and then had a short networking period. 

This seminar was created in partnership with Associated Churches here in Fort Wayne.  Associated Churches has a membership of over one hundred and twenty-five churches.  That is why I was surprised at the small attendance.

Here in this City of Churches, it would seem to be a given that church communities would jump at the chance to create care stewardship programs for the environment.  

As I spoke to the pastor of my church about this later, I realized that, as in every social group, only a small group of people normally keep these organizations moving along, and in most of the churches here in this community, the grayer bunch has the mantle.  And, the grayer bunch is not appropriately represented online.

So, how do we reach them when we have new ideas, new services, and new products?  Especially green ones?

I am here to tell you that writing an email blast or putting your message on Facebook is not going to reach those who still enjoy a good cup of coffee and conversation.  And, if you really want to lose the Baby Boomer purse strings you will make sure to delete face-to-face calls from your sales repertoire!
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