Radio Sales Today

RAB Sales Tips

The Importance of Human Contact

Last week during a meeting, Erica Farber, RAB president and CEO, asked me why I thought our virtual live training was doing so well. With the world as it is, I believe people are hungry for human connection, human interaction and information. Sure, live isn’t the same as face-to-face, but we try to make it close, and I think there is comfort in commiserating or comfort in the shared experience. Then, I happened upon this story making its way around the internet from an unknown author, but it could have very well been a conversation with my dad.

I had spent an hour in the bank with my dad, as he had to transfer some money. I couldn't resist myself and asked...

"Dad, why don't we activate your internet banking?"

"Why would I do that?" He asked…

"Well, then you won't have to spend an hour here for things like a simple transfer.

You can even do your shopping online. Everything will be so easy!"

I was so excited about initiating him into the world of internet banking. He asked "If I do that, I won’t have to step out of the house?" "Yes! I said. I told him how even groceries can be delivered at the door now and how Amazon delivers everything!

His answer left me speechless.

He said, "Since I entered this bank today, I have met four of my friends. I have chatted a while with the staff who know me very well by now. You know I am alone… this is the company that I need. I like to get ready and come to the bank. I have enough time, and it is the physical touch that I crave. Two years ago, I got sick. The store owner from whom I buy fruits, came to see me, sat by my bedside and cried. When your mother fell a few days ago while on her morning walk, our local grocer saw her and immediately got in his car to rush her home since he knows where I live. Would I have that human touch if everything became online? Why would I want everything delivered to me and only interact with just my computer? I like to know the person that I'm dealing with and not just the 'seller'. It creates bonds of relationships. Does Amazon deliver all this as well?"

It's a great lesson as we head into another weekend: Technology isn't life. Spend time with people, not with devices.

Happy Friday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB