Like Christmas and Thanksgiving, Valentine’s Day is a special occasion for meeting someone special. Perhaps the only real difference is the number of people. Think Romeo and Juliet, the Cowherd and the Weaver, or even Calypso and Davey Jones.
Even if not an official holiday, it’s certainly treated as the one day where couples forget what keeps them apart. Such a special occasion certainly merits plenty of planning.
But now that the day is over, don’t you think those planning skills can still have use beyond the holiday? B2B marketers and sales reps could certainly use them to avoid the consequences of missing vital appointments.
Cliché as this may sound; real love thrives beyond Valentine’s Day. In the same way, real business connections should grow more valuable after they are made. Leads and appointments aren’t one-night stands. Having many ‘connections’ doesn’t guarantee you anything. Unfortunately, there are still marketers who treat the appointment setting process as if it were a production line of potential customers.
If you were in the shoes of that potential customer, how would you feel? Not too hot. In fact, there those who even equate this with the slave trade. Yes everyone has quotas to meet. (You have your marketers, your salespeople, and ultimately everyone else who has a stake in your revenue.) That’s still no excuse to deny the humanity of those you’re making B2B connections with. Marketers are expected to be professionals, not professional skirt chasers.