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RAB Research Archive

Is there such a thing as too much targeting?



I recently heard a story about two associates, a businessman and a businesswoman, who each checked into their hotel rooms. The woman found a letter in her room from the hotel manager saying, “We know you are a single woman on business traveling alone in a strange city, and if you need anything please let us know.” She told her associate about the letter and said they included information that required they research her online. He said, “Isn’t that nice.” She thought it was intrusive and made her very uncomfortable. She will not be staying in that hotel again.

When you are researching your prospects and clients, do your homework but be selective in how much you tell them you know about them. Stop short of making them uncomfortable. Nobody will do business with a “stalker.”



John Potter, SVP/Professional Development, RAB



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