Have you ever thought about the difference between “doing” and “being”?
It isn’t something most people think about. But when I attended Hubspot’s annual Inbound Conference last year, I was struck by the focus on data acquisition and result reporting. Pretty much every session on the agenda, and even most of the conversations I had, began or ended with data.
(Inbound is a great show for marketers and businesspeople of all stripes, by the way: be sure to check it out this year if you can!)
Data and information are important, of course, especially when it comes to digital marketing.
But I couldn’t help but worry that we’re starting to stray too far from the most important thing of all: making real, human-to-human connection.
And that’s what brought me back to “doing” versus “being”.
Doing is very much data-related: It’s the bottom line detail, the tasks at hand, the who-what-when-where of it all. The results achieved by only focusing on the doing side of your communication will be short term, transactional results. The only way to grow is to do more and more transactions.
Being, however, is the human side. It’s not what you’re doing, it’s who you are. It creates connection with others, builds loyalty, and long-term results with a lot less heavy lifting!
This isn’t an either/or proposition. I’m not suggesting you lean solely on the side of “who you are being” when you are communicate and skip all the doing stuff. The fact of the matter is, the best communicators strike a balance between the two polarities.
Being human matters
Here’s why it’s important to keep the human side top of mind in your interactions: When you work with people—and remember, even in B2B transactions, those transactions are made by people—those people won’t remember what you did for them, or even how they did it; they’ll remember how the work you did together made them feel, and more importantly they’ll remember how you made them feel.
And that’s what will bring them back to work with you again, to purchase your goods and services again, to become and advocate and promote your work to others.
I brought this up to Doug Davidoff, who was also attending Inbound, and he agreed, saying that when individuals are authentic, when they’re focusing on the people in front of them, thinking of them as people instead of just thinking of them as contacts or networking opportunities, that’s when real connection occurs.
Give our podcast a listen
Doug asked me if I’d like to talk about it with him on his sales and marketing podcast, The Black Line, and I happily agreed! The episode is available now, and if you’d like to learn more about why human connection matters and how to make sure your interactions stay authentic and genuine, I highly recommend you give it a listen.
You can hear it on iTunes here.
You can also view video of it on Doug’s Website, Imagine Business Development, here.