Your prospective client is a person. Get to know him or her before talking business. Sauers likes to call this human-to-human (H2H) marketing. "I like to relate it to a friendship developing," he said. "You first meet someone, you know them and then you see them again, and you talk to them a little bit more and maybe they say, 'Here's $1 for a soda' or whatever, and then you pay them back. And you get to know them and their family, and you get to understand them. And slowly, they know you as a human being in that H2H marketing, versus just a guy trying to sell something. And there's a huge difference in that."
- People:
- Paul Kiewiet
- Ryan Sauers
Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.