As another calendar year wraps up, many of us are surprised at the ongoing impact of the pandemic and remain limited in our ability to sell and manage customer relationships in an in-person manner. For so many of us, much (or all) of our work is still being done virtually.

One thing we have lost is the ability to simply show up. In the past, being in meetings with customers has led to more networking, contacts, impromptu meetings, research meetings, and opportunities. This is what so many of us love about sales and relationship management. Now, everyone is ready to sign off as soon as virtual meetings conclude so they can get to the next call (which is starting immediately). Working virtually has also affected our ability to stay in touch with our customers personally and professionally.  

It is understandable why we feel out of touch with our customers and even vulnerable in our competitive position.

One thing we all can do is get back to basics. We can still "show up" virtually by scheduling and conducting research meetings. Reach out to those people you used to see and tell them you want to check in with them to see how they are and get up to speed on what is important to them and the business. These calls can be conducted virtually and can lead to improved knowledge and a feeling of connectedness. To maximize the outcome of these calls, remember the '95-5 Rule', and utilize a video call whenever possible.

This effort to stay in touch will be appreciated and productive, and it may well keep you and your company top of mind as future opportunities unfold.