Why business owners should be "touchy"

Just a few weeks ago, Barbara Walters died. 

Her passing reminded me of the night in the late 1980s when I served her (and J.R. and Sue Ellen Ewing of Dallas fame) hors d'oeuvres at Ross Perot's house. (True story for another time.)

It also reminded me of the only thing I remember her saying over a career that spanned more than 60 years. She and co-host Hugh Downs would close their 20/20 program each week by saying, "We're in touch, so you be in touch."

To be honest, I have NO IDEA what that statement even means. "In touch" with what? "Be in touch" how? Did they want me to call them? Send a note?

NOT the clearest call to action in the world. But, memorable. The power of repetition, right?

So, why am I telling you about that strange saying of the late Barbara Walters? To say this:

Stay in touch with your customers.

When someone downloads your lead generator or buys from you, stay in touch. Email them. Take an interest in them. Share tips and reminders, pass on valuable tricks of your trade that will help them in their lives.

Stay in touch because you're a guide to your customers and that's what guides do. Guides watch and stand ready to assist. They root for the success of those they're helping.

Stay in touch also because it can pay off in unexpected ways.

I'm not a big believer in karma. Too many times in my life, I've received grace instead of what I really deserved. But I do believe that by and large, we reap what we sow.

When we genuinely care about people, it often comes back to us in the form of unexpected blessings. 

Case in point: Not long ago, I saw a report of severe weather in one part of the country. I thought of a client who lives there, and I emailed to say, "Are you okay?"

He emailed back to say "we're fine—thanks for asking"—and then he said, "Hey, I want to talk to you about a project."

I promise I didn't have an agenda (other than to see if my acquaintance was okay.) I didn't reach out to "get work." I really was concerned about him.

But what happened is a good reminder that when we keep in touch, it's good for everyone, all the way around. 

Here's to being "touchy," in the best sense of the word.