I got an interesting e-mail last week that had me laughing and puzzled at the same time. It was from someone I had spoken to a total of once a few years back, it was all business, no personal aspect at all. At the time they were building a social selling tool, and wanted me to test drive it and ultimately promote it. I declined for no other reason than lack of time.
As you would know from previous posts, I find that at a high level you can split social selling proponents into two groups. Those who see it as part of an expanding tool kit. The others, who see it as a replacement for everything that was part of the tool kit, “new good, old bad”. The social world is vast and expanding, leading to a scenario where even those who preach “quality over quantity”, (you know is not a numbers game), fall into the trap of counting connection and followers as a measure of quality (or self worth).
I fully accept that many of the people who follow me or connect with me, are more likely connecting with the elements of my content that they identify with, not specifically with Tibor Shanto. I am flattered, honoured and pleased when someone I have never met or spoken with, endorses me on LinkedIn; the pattern is clear, they read a post, something resonates, or a technique I introduced creates a breakthrough, and as tip of the hat they endorse me. I can live with the fact that 99.9% of my followers and connections could not pick me out of a line up, and I suspect the sender of the e-mail falls into that category.
So imagine my surprise when I get an e-mail with the subject line:
“You are Unique Amongst My Relationships”
Wow, Unique, pretty cool, how many times has a friend said that to you, it would be heart warming. But wait, this is not a friend saying it, according to the subject line, I am a Relationship; hey, but still Unique, not bad eh. Unfortunately, I have about as much of a Relationship with this dude as I do with the milkman, and I haven’t had a milkman since 1969 in Montreal.
I kept reading, and I did graduate to friend, he writes:
“We are friends across multiple networks including Twitter, Facebook and LinkedIn and we’ve stayed in touch over the years. I count you as one of my closer friends and my XYZ Sales App relationship manager confirms this and more about us.”
I don’t know about you, but I think I can tell who my friends are, and why, without the aid of a CRM. Actually picking up the phone or sending a genuine e-mail once a year, rather than once a decade would go a lot further.
I say genuine, because he went on to says:
“I sent this email using our New XYZ Sales App Group Messaging, Templates. It helps me send templated group emails using my XXX@XYZ.com email account via gmail. My group emails look and feel like one-to-one personal conversations and XYZ even gives me signals on who opens and clicks.”
Nothing says you are “Unique” more than “group emails look and feel like one-to-one personal conversations”
I am truly touched, just not sure by what.