Does anyone care to imagine how the new business ‘entrepreneur’ grew the businesses prior to the advent of the internet? Before digital?

Give me just a minute …

With the consolidation of in-person networking during the mid 80’s ‘word of mouth’ established itself as the preferred tactic of obtaining new business introductions.

People recognised the value of the professional, informed connection and face-to-face interaction.

Prior to 1990 the business start-up had the choice of advertising through a very different media landscape to today … there were market-focussed magazines, local newspapers, and community ‘rags’ were abundant. 

Specialist sales-people, those who had people skills, the experts in their field who were engaging the prospects or potential new customer were a valuable asset to any company.

No doubt, word of mouth, and business by recommendation are still recognised as the best form of business.

Although today, the use of digital media has brought about the spectre of the ‘redundant salesperson.’ The soft skills that were so important thirty years ago are often lost on the potential impresarios of today. 

What value has the educated connection? The business landscape continues to change alongside an ever-evolving digital influence and it is proven that those who don’t adapt, are lost.

Ambitious individuals can evolve in step within the forward-thinking company. Although, the one thing that cannot be overlooked is that people buy from people. You may have the best product in the market although if you cannot personally relate to the prospective customer you may be lost.

There will always be a special place in business for those individuals who are able to develop meaningful, trustworthy relationships.

In-person networking continues to support the organisation that values the soft-skills, those personal experiences that only people bring to ‘the room.’