Imagine attending a conference and being introduced to a prospective client. This person asks about your company and professional background. Instead of replying to the prospect you say, “Let my friend Dave here tell you all about us.” And then you walk away without speaking a word.

It is extremely unlikely that this potential client would end up hiring you. But in a way, that is what many companies try to do when they use canned programs to implement their customer relationship management.

I don’t believe it is possible for anybody else to tell your story the way you can. Others might be able to provide the basic details, but in order to truly explain your company’s character and culture it needs to come directly from you.

There is ample evidence that executives in the commercial construction and design industry are hesitant to enter into unknown business relationships.

According to a nationwide survey I read recently in Construction Executive magazine, 83 percent of respondents said their primary source of business is a combination of repeat clients, referrals and networking. Yet amazingly, 33 percent said they do nothing to nurture existing business relationships.

What’s going to happen if your competition makes the effort to cultivate business relationships with a personal touch, and you simply rely on canned programs? Sure it takes a lot more time and work to do it on your own.

Success is never easy, but if you don’t take the initiative, someone else will.