So and so, such and such

This is how it usually goes.

The pitch:

Dear So and So,

I’ve been working incredibly hard on _____ and I think we are at the cusp of a breakthrough.  My new venture is going to __________ and __________ and _______ in way that would transform ________ and enable ________ in a spectacular fashion.  It would mean so much to me if you would ________ and ___________ and ________, and also, if you could, please could you introduce me to ________ and _______ as well.

(etc.)

The reply:

Dear Such and Such,

Great to hear from you. Exciting work that you’re doing.  I think I can help with _________ and _________.  And you might consider reading _______, going to _______, talking to ______.

(etc.)

The thanks:

So and so, thanks a lot.  Will do.

–          Such and such.

Which is to say, we throw our whole mind, body and soul into the big pitch, into getting attention, into demanding what WE want, and then we throw it all away without expressing thanks and appreciation with the same amount of energy.  It’s not even 80/20 most of the time, it’s 90/10 or worse.

This isn’t just about crazy cold calls/emails out of the blue.  Time and time again, we under-invest in thanks and appreciation, forgetting that this relationship business isn’t a one-shot deal.  Not even close.

We have to be tough on ourselves and really ask whether we’re putting our needs ahead of our customers’ needs.  It’s so easy to do, and it is such a fatal mistake.