It’s darn tough to get through to anyone these days. People have become really good at ignoring what we want to tell them.

I hear this all the time from all kinds of businesspeople and salespeople. Emails don’t work. Calls don’t work. Social media doesn’t work. Nothing works!

But I had an experience this week that reminded me that communication does work when it’s something people want, it’s a little different, and it’s from someone they know.

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As we’ve introduced more ways to communicate, we (and more importantly our customers) have spread our communication over many channels, leaving less concentration on any one channel.

When we only had a desk telephone, you could reach more people on it, as that was the primary channel for communication. Your prospects picked up the phone when it rang, as it might be their customer or family on the other end.

Then we got cell phones. Now you could give your cell number to just the important people and not let others know your secret cell number. Once you’ve given the important people your cell number, you don’t have to pay as much attention to your desk phone.

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