How To Use Technology for Its Highest and Best Use

For many of us, a standard calculator was our first introduction to technology.

Therefore, it’s understandable why we still use technology predominantly for the purpose of automating mundane tasks such as mathematical functions, when we can be accomplishing so much more.

This past week I attended a conference hosted by Infusionsoft, a sales and marketing platform designed for small businesses. I quickly learned something.

 The use of technology is limited only by your imagination for what to accomplish. Tweet this

In only the last ten years, technology has dramatically changed how every business operates. Thanks to cloud computing, social networks, and virtual staffing, we now should all be asking ourselves an important question: How can my business better use these technologies for their highest and best use?

The answer is actually very simple.

Focus on The Human Fundamentals

For sales and marketing professionals, one can argue our greatest value to those we serve is being helpful and easy to work with. What that means for your business may differ from others, so let’s find some universal parameters we can all use.

Most of us learned at an early age that you can increase the chances of getting what you want if you learn to play well with others. In a business context, this can be reduced to this.

Fundamental Human Business Practices

1. Show up on time
2. Do what you say
3. Finish what you start
4. Say please and thank you

Now consider that technology can help you automate these practices to earn more business.
Whatever you can schedule you can automate. This includes email and social media.

The challenge is using that automation in new ways to convey the essential human qualities of your business. Here are just a few resources you may find helpful.

To be sure, unless you send out hand-written notes or cards, your audience will suspect that your thank you is automated. However, if you write it to be personal and genuine, it will nevertheless accomplish its objective well, and certainly better than no thank you at all.

In my mind, nothing is complete without a thank you. Therefore, I’m examining all of my processes to ensure that I am doing so at every turn. This will address item numbers 3 and 4 above. How about the others?

Well, nothing puts a customer at ease better than setting professional expectations. For example, as I’m writing this I received a text reminding me about a doctor appointment later this week. The reminder included the address, pointers about showing up early to complete paperwork, and that they have “reserved this appointment especially for you.” Nice touch!

If you focus on the human qualities that differentiate your business, you will no doubt find ways for using technology for its highest and best use.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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