Handshake 2.0 is helping organize the New River Valley Triathlon.

I’m an early riser and as I scanned the lengthy triathlon to-do list, I realized at 7:00 AM on Black Friday, the only company that might answer the phone was a potential host hotel.

I will admit dreading it.  I had read Seth Godin's post on how companies answer phones, or don't, and I feared getting stalled.

I had already done a physical tour of hotels near the Christiansburg Aquatic Center.  I used Google Maps to get my bearings and to find contact information for the hotels.  I called one.

Just by the authority and assurance with which she answered the phone, I knew I was speaking to the manager.  I felt heartened and relieved.  Not only was the phone answered, but it was answered by a decision-maker.

Had I ever negotiated a host hotel deal before?  Nope. 

For negotiating deals, pundits offer all types of advice about strategy, usually involving withholding information.  I tend to be a mono-strategist:  “This is what I want.  Have you got it?”

I described to Cary Hoge, General Manager of Hampton Inn - Christiansburg/Blacksburg, the 200+ triathletes I expected to stay in our hotel rooms on the night of July 11, 2009 and to race the next morning, July 12, 2009.

I expected a pitch.  I engaged my ho-hummer for "You should choose us as your host hotel for reasons a, b, and c.”

It didn't happen.  Cary Hoge went straight to the value add:  Information.

In minutes, Cary Hoge told me about standard industry practices with regard to room reservations, standard practices for making group reservations in a particular locale, what the room fee would be before a group rate, and, when asked, who her competitors were.

She spoke the perfect blog post.

It was all about me, her potential client, not all about what her company could do for me.

Cary Hoge did in actuality what the best blog posts do virtually:  Establish the writer as an authority, provide industry context, offer specific guidance for specific situations, practice transparency about pricing, and include links to other sources, which could well be competitors.

I learned in my phone conversation with Cary Hoge that I had met the Director of Sales at an ABWA meeting.

I’m going to be able to complete this task better and more efficiently thanks to Cary Hoge.

A seed of loyalty was planted in a potential customer.

Value adds of information can plant seeds of customer loyalty?  Good to know.

Cary Hoge and I have never met.  Yet I already have a business relationship with her.  I e-mailed her the press release about the New River Valley Triathlon.  She replied.

Let’s see, which hotel will likely be the host hotel for the New River Valley Triathlon?  The one that was first to market, offered information as a value add, established an online relationship via phone and then e-mail, found an it’s-still-who-you-know connection, and never once made a pitch?

Or unknown hotels which may certainly offer equal value?

My to-do list is long and my time is short.

A pitch vs. a value add?

As a potential customer, I want the value add.

***

The New River Valley Triathlon will be held on Sunday, July 12, 2009, 7:00 AM, at the brand new, state-of-the art Christiansburg Aquatic Center in Christiansburg, Virginia.  A sprint triathlon featuring swim, bike, and run sections, the NRV Tri is open to individuals as well as relay teams, and includes a corporate relay competition for the Valley Cup.

Online registration begins Tuesday, January 6, 2009, at 7:00 PM.  Some Virginia triathlons fill within an hour.

You can easily stay updated about the New River Valley Triathlon because it, of course, has a blog.