In today's era of digitalization, social business platforms play a crucial role in professional networking, sharing expertise, and initiating business relationships. Platforms such as LinkedIn and Xing offer a unique opportunity to present oneself in a professional environment and find potential customers or business partners. But despite these opportunities, there is still a questionable practice that annoys many users: harassingly approaching people with offers of services without first having established a real relationship.
THE DIRECTNESS TEMPTS, THE INTERPERSONAL IS NEGLECTED
In the fast-paced world of business, the urge to be direct is understandable. The notion of achieving quick results by appealing directly to potential customers or business partners has its appeal. But this approach tends to overlook what's essential: the human element. Social enterprise platforms provide a platform not only to do business, but also to build relationships. Skipping this crucial phase of getting to know each other can do more harm than good in the long run.
THE SHORTCOMING OF NOT GETTING TO KNOW EACH OTHER
The charm of platforms like LinkedIn and Xing is that they bring together people who share common interests, values, or goals. Flooding users with service offers without having established a connection first negates this essential aspect. Getting to know each other authentically allows common ground to be discovered and a foundation for a meaningful business relationship to be established. Without this foundation, such inquiries often come across as intrusive and disrespectful.
THE DANGER OF DETERRENCE
Instead of generating interest, a harassing approach can have the exact opposite effect. Users may feel blindsided and develop a sense of discomfort, which can lead to a negative perception of the sender. Such a first impression can significantly damage the potential for long-term engagement. Instead of building trust, the harassment leaves an impression of indifference to the needs and preferences of the counterpart.
LONG-TERM RELATIONSHIPS VS. SHORT-TERM GAINS
The path to successful business relationships requires time and commitment. Relationships are based on trust, respect and mutual benefit. A harassing approach may bring some quick wins in the short term, but long-term business relationships are built on a solid foundation. It's about building long-term partnerships that provide long-term value to both your own business and your customers.
Conclusion: Social business platforms are not only about offering services, but also about building relationships. The art of first contact is to show an authentic interest in the counterpart, find common ground, and build trust. The temptation to make quick sales should not come at the expense of a long-term, valuable business relationship. By following the basic rules of respectful contact, companies can ensure long-term success and sustainable growth on social business platforms.
