How many times have you heard this phrase? I have heard it and tried to live by it, but to no avail I am afraid. I honestly don’t know why people say that. It should always start with being personal. Forming relationships and cultivating those relationships over time is so important to any business, how can it not be personal?
Michael Angier of Successnet has touched on this very topic. I encourage you to visit his blog and check out his thoughts on the subject as well.