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Keeping In Touch - Her Business Magazine

"Talk to anyone in business today and they'll probably tell you the electronic highway is king. That 'e' is everything. We don't buy it. We believe people are everything, because people make decisions, not computers. The truth is, if you want to be successful in business today, you need to know how to connect with key decision-makers and how to build valuable relationships with them."

Genevieve Westcott believes that 'e-obsession' is causing people to lose touch with each other. "Many don't know how to connect on a simple and personal level, yet that's what people remember most. Today, too many of us would rather hide behind the keyboard. Increasingly, business people are afraid to take off their mask and let their humanity show. That is costing them valuable business."

One of New Zealand's more notable and decorated television correspondents, with 13 international and national awards, Genevieve has a lifetime of expertise in getting to know people. As a hard-hitting investigative reporter she has interviewed thousands of strangers all over the wortd for programmes like '60 Minutes' and '20/20'. Many of these people were initially reluctant to speak with her, yet she invariably managed to get behind the mask. So how does she do it? "I call it the magical elixir-communication, connection, and making people feel special. If you want to gain others' respect, if you want to network effectively and build stellar relationships, you have to get to know people. It takes time, patience and commitment. Always let them see your human side. I call this taking off the mask and - believe me - it works. It's the most powerful tool you'll ever have."

This is such common sense, it is almost surprising that people need to be told, but Genevieve's simple message seems to have really hit a nerve in the business community. Known as a 'communication guru', she is now mentoring business and government people to master meaningful connection. "In order to be successful, people in business need to be able to network and communicate. Often this means talking to complete strangers, selling yourself and your ideas. It's not easy. Shyness can really hold people back. I work with a lot of executives who struggle with this every day. I worked with one young CEO who fell apart every time she had to meet staff around the country at quarterly presentations. Another very sophisticated client has never mastered how to work a room, how to talk to important strangers, how to follow up and stay in touch. These skills can all be learned. It is never too late."

For anyone who cringes at the thought of cold-calling, or showing up to a meeting of complete strangers, this will be welcome news. However, even the most extroverted, amusing people, like Genevieve herself, have to work at it. "When I have to go to business functions alone, there's a part of me that doesn't even want to get out of the car sometimes. You have to make an effort. I often feel shy, I just haven't let it get the better of me. I just go in there and be nice, say 'please' and 'thank you' and listen to people. That alone can take you a long way.

Westcott Communications is in demand helping people with everything from how to network for success, right through to how to win with the news media. She also coaches people in delivering high-impact presentations, something she excels at herself as a popular international speaker delivering her message to audiences at conferences and seminars.

While making a big splash is one thing, effective one-on-one communication is often sorely neglected. To help drive this message home, Genevieve has teamed up with Adrienne Bullock, CEO of 'The Personal Touch' in Auckland. Together they are presenting nationwide seminars known as 'The Dynamite and The Fuse', showing executives how to build bigger, better businesses through successful communication strategies.

Like Genevieve, Adrienne is a high achiever who understands the power of people. Starting out as a radiographer, then an accountant, she is now the driving force behind this highly successful company. The Personal Touch offers strategies and clever greeting cards that businesses can use to make people feel special. "Today, the power of a hand written card can be amazing. It is so unusual to receive this level of personal contact. If you are savvy enough to do it, you really stand out. The pendulum has swung too far, with e-this, that and e-everything else. E-technology is a wonderful thing, I use it everyday but it's a functional tool, not an emotional one. EmaiI isn't personal. It shows your customers that your business is running on autopiiot. People are relying on email more and more, yet all the smartest, most successful businesspeople will tell you that the biggest deals are stitched up at the golf course or over lunch - face to face."

As co-founder of a company that has enjoyed considerable success and won the Nexus award for Strategic Vision, Adrienne's philosophy is simple. "Never underestimate the power of personal contact. Relationships are everything, in business and in life. It's not what you know, but who you know. And who knows you. f you don't spend I me and money bu lding these vital relationships, you're in big trouble. You can have the greatest products in the world, but at the end of the day, your biggest competitive advantage will always be the quality of your relationships with people. This single factor wiil make you - or break you. It's your choice."

Adrienne is quick to point out that relationship building involves a lot more than just sending out cards. "You have to pay attention to your customers and get to know them as people. And you have to show genuine on-going interest. Research tells us that if your customer buys from you twice, they're ten times more likely to buy from you again. Isn't it worth investing your time and money to stay in touch?"

"Too many business people look for a quick fix. Ask yourself this: would you marry someoody after the first date?" says Adrienne. "Don't be too hungry too soon. Don't go into a conversation trying to sell something. Take your time when you meet someone. Get to know them, find out what they need. Once you have gained their trust through an honest, personal approach, they will remember you and will be more likely to do business when the time is right for them. Networking isn't a sales pitch, it is about getting to know people so attention to your customers and you'll be on top of their mind when they're ready to buy."

Understandably, many people are reluctant to approach strangers because they are scared of being given the brush off. After a long career in journalism, Genevieve has learned to bounce back very quickly. Brimming with irrepressible energy, she sees rejection as an opportunity. 'How you handle rejection determines how you deal with that person in future. Be gracious, be grateful. Burning bridges is never a good policy."

Whenever you are feeling reticent or worried, it's heartening to realise that most people experience the same kind of fears. As Genevieve says, "People like to feel as if they matter, and they like to be heard. At the end of the day, we all need each other. In my broadcasting career, I interviewed everyone from rapists to accident victims, redundant factory workers to top business executives. Wherever I go, I am reminded that we all share the same needs underneath it all. We are all human, after all. So what is there to be scared of?

RELATIONSHIPS ARE EVERYTHING

• Your biggest competitive advantage in business? Relationships.
• When everything else is equal in terms of price or product, people make the difference.
• Communicate frequently and make it personal.

• Customers give you repeat business and referrals.
• Treat them well and keep in touch!
• Communicate frequently and make it personal.
• Create the consummate customer service experience.
• Understand your customer's problems and solve them.
• Don't push a product.
• Build trust by being reliable.
• Be sincere and build rapport.

• Retention: 68 percent of customers go elsewhere because of perceived indifference. Acknowledge your loyal customers.
• Reactivation: How many "one-night stands" are in your database. Keep in contact with all customers.
• Referrals: When the time is rignt, ask your customers who else they know may be interested.

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