Relationships still key despite technology
As technology speeds along, we are seeing dramatic changes in the produce industry — and we are adapting and evolving our businesses accordingly.
In the late 70s, most of us in a sales office had two phones on our desk and were great at what was, in that day, considered multi-tasking: talking on two phones at the same time while listening to our colleagues in the office. We tracked sales on large spreadsheets, wrote orders by hand and called customers to confirm prices and manifest — it was a high-touch and interactive process.
Today’s sales offices are very different, with many transactions being conducted via electronic data interchange or e-mail. Ringing telephones are no longer the bellwether for activity; today, it’s the click of a keyboard. In fact, making telephone calls is one of the last things many of us think to do with our cell phones, which are now the equivalent of pocket-sized computers. Our means of communication now extends beyond the typical 9-to-5 workday.
Several years ago, industry leader and president of Frieda’s Inc. Karen Caplan noted in one of her writings that there is little distinction between our private and business lives.
Social media is fueling this. We’re connected to suppliers, others in the industry and colleagues through Facebook, Instagram, LinkedIn and Twitter.
While technologies and the nature of business relationships are evolving rapid fire, how do we adapt to these changes in a positive way and still keep the high-touch, relationship-driven business that we’ve come to know?
At Markon, we’ve implemented a number of tools to further relationships in an increasingly technology-driven world. With our members, we have monthly phone calls, semi-annual meetings and form task forces to help drive initiatives and engage each other.
We also hold an annual summit, where more than 200 member sales representatives, category managers and staff participants exchange ideas and can learn more about Markon and more broadly the produce industry.
The face-to-face time we spend with members and suppliers — and connecting them to one another — goes a long way to building trust, understanding and relationships.
The purpose of large conventions has evolved to be more about connecting with others and less about innovation and products than in the past. I’ve heard others echo these sentiments. So while a cocktail party or reception may not seem like a good use of time, it is a place where we make connections and renew and invigorate relationships.
Do you have a strategy for maintaining key relationships? The nature of business requires that we do, as the pillar of our industry remains doing business with people we know and trust, and that can’t come via Facebook or Instagram. It takes personal interaction.
Tim York is CEO of Salinas, Calif.-based Markon Cooperative. E-mail him at timy@markon.com.
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