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December 1, 2009 / jasonpinto

Three tips for one-to-one communications

I am sure that not all color consultants are created quickly. But I heard about one yesterday that sounded fairly interesting.

In order to help people make the correct decisions, she spends hours learning about them… She finds out where they work now and where they used to work. She finds out about their interests and hobbies. She tries to find out what makes them happy and angry. She likes to see how they react in happy situations and confrontations.

Oh, and she also feels their pulse!

Only once she has learned that information about the people of the house does she start to make color recommendations. Yes, she is truly providing one-to-one communication.

Marketing and True Colors

No matter what we are selling, we can all become more effective at delivering one-to-one communications.  Here are three tips:

  1. Take advantage of Social Media
    There is so much data available on channels such as Twitter, Facebook, and LinkedIn. Your customers and prospects are posting items on the things that interest them, that excite them, and that annoy them.  If you listen, you can reach them more effectively.

    Are you listening?

  2. Utilize your CRM solution
    Too often CRM solutions are viewed as  simply a place to collect data. However, before running your next campaign, or making your next phone call, review the data that you have. Have you sent 10 eNewsletters to a prospect, and they’ve only opened one? Perhaps the hardcopy one is in order.   Or utilize the “Notes” feature. Did the sales rep enter a note that indicated the prospect loves golf and his two kids? If so, perhaps use that information to personalize the next marketing message that is sent to that person.
  3. Date before you marry
    Karen Sheehey,  the VP of Sales at interlinkONE, often says this one.  We may want every piece we send out to perfectly target each individual. We want every campaign to deliver red-hot leads. However, we don’t often have good data to start with. Thus, take the time to execute campaigns that simply try to gain general information from your prospects and customers. Try to find out how they like to communicate or what they are interested in. Then, you can put that data to use in future campaigns that truly target each individual.


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Leave a Comment
  1. awomansworkblog / Dec 1 2009 4:24 pm

    Great post & reminder that data integrity is CRITICAL to delivering a consistent & compelling message to your client base!

    • jasonpinto / Dec 1 2009 4:28 pm

      Thank you for the comment! That is a great point about the importance of data integrity…

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