There's no handshake in the clouds

"In the clouds" is an aviation term pilots use to describe flight conditions. Or you might have heard this term in a parent's lament about where their teenager's head is. Recently, it has found a place in marketplace vernacular referring to where computing power resides.

"Cloud computing" is the availability of incremental processing power that resides on an application provider's servers, instead of your hard drive. All community-building technology resides "in the clouds," like the social media platforms that have taken popular culture and the marketplace by storm - no pun intended.

But while cloud computing is another example of technology increasing business efficiencies and leverage, like all other high-tech tools, it still has not replicated one of the most elemental components of humanity - the handshake. There is no handshake in the clouds.

Successful businesses have learned how to profit from the speed and efficiencies of e-tools, including cloud computing. And those who initially discounted the notion of successful virtual relationships over the World Wide Web have been proven wrong. By now, most of us have met a prospect, delivered a proposal, closed a deal, delivered as promised and maintained that relationship, perhaps for years, using nothing more than the virtual connection resources at our fingertips. But sometimes, there just is no substitute for face to-face. Consider this story:

After a successful four-year relationship between a small business and a very big business, where all contact had been virtual, the small business owner wanted to deliver a proposal with a new idea for their relationship. The customer said, "Sure, I'll take a look; just e-mail it like the last one."

But having never met the customer in person, plus the importance of this proposal to his business, made the entrepreneur ask for a meeting. "If you think it's worth your time and expense, sure," the customer agreed. The meeting was set, conducted and the new sale was made. After which the customer said, "I'm glad you came to see me. I probably wouldn't have made this commitment without your presentation."

This story is true - that was my customer.

As you leverage and profit from all of the efficient high-tech customer connection tools at the speed of light, don't forget that the best choice might not always be found in the clouds. Sometimes the best option is to invest the time and resources to look customers in the eye, shake their hand and thank them for their business - face to face.

Write this on a rock ... There is no handshake in the clouds.

Jim Blasingame is host of The Small Business Advocate Show. He can be reached at SmallBusinessAdvocate.com.