By Steve Adubato, PhD

Let’s face it, the economy isn’t great. Lot’s of businesses are struggling. You know things are tough when Starbucks announces that it’s closing 600 stores. But, when things get tough, it also represents an opportunity for professionals in all fields to make powerful connections with prospects as well as existing customers.

Much of this opportunity is about how and what we communicate. Instead of focusing all your attention on updating your Web site or putting together a glitzy new sales brochure, why not consider the power of “face time.” Remember, people do business with people they like. But people can’t like you if they don’t get to know you. Sometimes this means sitting down face to face over a cup of coffee, lunch or even dinner. Getting face time is an opportunity to demonstrate and communicate our level of interest in our desire to be helpful to others. It makes your business relationships more personal and connects you as a person to your products and services that you will inevitably argue are better than the competition.

But, since all of your competitors are likely to say the same thing, what is going to differentiate you and your business? The terms “business development” and “networking” are thrown around a lot, but what they really mean is that it is important to really get to know individual customers and prospects.

Clearly, getting in the door and ultimately getting time on someone’s calendar is your first and sometimes biggest obstacle. But once in the door, how can you make the most of this precious time? Here are some tips:

• Start with coffee and do it before 9 a.m. One of the biggest challenges is prospects and customers thinking that their time with you will cut into their typical “work day.” So meet at 8 a.m. at a local coffee shop or diner. Have a sense that you’ll end the meeting by 9 a.m., unless the other person wants to keep talking. By not dragging it out and not cutting into the business day, other people will appreciate your sensitivity.

• Go into the meeting with a prospect or client with an open mind to listen, yet, know some important points about your prospect or customer. Google his name and company. Look at his Web site and then come up with three or four key questions or points you can raise that will stimulate the conversation. The more your prospect or customer senses that you know who they are and what makes THEM unique—it reflects positively on you.

• Many professionals prefer to communicate with business prospects and clients out of the office, but sometimes that is not possible. Remember, it’s what makes the OTHER person most comfortable that should be most important to you. Find out what will be convenient for them and then schedule accordingly. Again, this will communicate your interest in the other person.

• Take notes, but not copious notes. Too many people write down everything that is said in their initial meeting with someone and in the process exhibit terrible eye contact, which is very distracting. Your goal is not to write everything down, but rather a few key points that will help trigger the follow up e-mail (or proposal if appropriate) in response to your meeting.

• Don’t be so quick to try to make a deal. Yes, time is money, but sometimes taking time can pay big dividends. Ask about the other person’s family, their interests, where they came from, how they got into their business. This isn’t just small talk, but rather an excellent opportunity to find out more about who this prospect or customer is as a person, which can only strengthen your relationship.

Finally, sometimes people say “it’s not personal, it’s only business.” Sometimes I think people who say that don’t really understand how business is done. Business IS personal. Our products and services are a direct reflection of us. Keep that in mind if you are lucky enough to get that all important face time.