Chapter 2: The 5 Best Practices of Real-Time Communication

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As outlined in the previous chapter, the world of communication is evolving quickly. Real-time communication will allow you to keep up with your customers, without being nagging, intrusive, or fake.

Here are the 5 best practices of the real-time communication approach:

• Conversational

Your always-connected contacts don’t have time for formality or for spam. Instead of trying to force your contacts to get on the phone or respond to your emails, focus on starting real conversations, the way real people communicate: text messaging.

• Personalized

Your savvy contacts want to feel like you’re speaking directly to them, not to Jane Doe. Even when you’re reaching out to a group of contacts, use personalized messaging to drive one-to-one connections.

• Human

Though technology is fueling the on-demand economy, no one wants to talk to a robot. Use automation thoughtfully to scale your outreach without losing that human touch.

• Authentic

Your contacts can spot a fake a mile away. Encourage your team to keep it real.

• Relationship-driven

A transactional business model won’t cut it in the Real-Time Era. The goal of each interaction is not to secure a credit card number, but to build the kind of relationships that your business will thrive on for years to come.

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