In our internal and external marketing efforts at Segue, we strive to connect with our customers, our co-workers and our industry partners. These connections often make the difference in winning opportunities or being an afterthought; or worse yet, not thought of at all. Echoing that sentiment, the Harvard Business Review points out, “The number one criteria for advancement and promotion for professionals is an ability to communicate effectively.”

I know I’ve made a connection when a person solicits my input and perspective. They express themselves to me more readily and our combined synergy and efforts are ultimately greater than the sum of our individual contributions. Conversely, I can also sense when I haven’t connected with someone, through their being disengaged, withdrawn and/or indifferent. “When the eyes say one thing, and the tongue another, a practiced man relies on the language of the first.” -Ralph Waldo Emerson.

I recently read a book by John Maxwell, “Everyone Communicates, Few People Connect.” This book got me thinking of our marketing activities at Segue in the context of connecting. At the core of the book is my favorite Zig Ziglar Quote, “People don’t care how much you know, until they know how much you care.” In a business sense, this isn’t about being someone you’re not. It’s about making an effort to sincerely connect with your professional network, to include our current and potential customers as well as our co-workers. The book points to the following five practical skills:

1. Make an effort to find common ground with people
2. Make your communication simple
3. Capture people’s interest
4. Inspire others to action
5. Always be authentic

Connecting doesn’t require you to be an extrovert. We communicate with people every day. The question is though, when you communicate are you connecting in a meaningful, productive, and positive manner? Connecting is good for your company and it’s good for you!