Personal notes deliver the goods for you business
By Barry Sherrill
I was enjoying lunch with several business associates a few weeks ago when the topic of networking came up. The consensus was that staying in touch with all those people you meet, and with customers, can be a challenge; cards were one strategy we debated: “Men don’t really send cards” two of us observed, “except to women.”
“But, said another, “you’ve heard about Joe Girard, the most successful salesman of all time – he’s listed in the Guiness Book of World Records. He credits sending note cards to prospects and customers as a major factor in his success. What about that?”
What about that! That was a good question, and it got me thinking. Our mailboxes are packed with non-personal mail; our e-mail inboxes are flooded with all kinds of e-mail notes. But how often do I receive a personal card? Not often… and I remember all the ones I received in the past year – all 4 of them. There was a thank you note for meeting with a networking contact, two “thanks for your purchase” notes, and a birthday card from a restaurant I go to. I remember feeling pleased with each one, and especially the ones that were hand signed. These four businesses are certainly high on my list of people I’d feel good about doing business with again, and referring to others. Hmmm...
We’ve always sent holiday cards of course, and thank-you cards to customers after they’ve purchased. We send gentle-reminder cards (that include business-building ideas and a gift certificate), to customers who haven’t purchased for a while. But I did a little research in the field and picked up two more proven ideas for staying connected with clients and network contacts that were so good I want to share them:
- For the organized networker (or someone who wants to look like one): Keep a stack of cards in an envelope, with a pen and stamps, in your car – jot a quick note as soon as you get in, seal, stamp, and put it in your mailbox on the way into your house. Raise the flag on the box so the mailman gets it on its way the next day.
- For the advance-planner: Pick 3-6 holidays throughout the year that aren’t usually “greeting card” holidays; choose and schedule mailing of pre-printed postcards or greeting cards, wishing your clients and contacts well for that holiday. Just sign your name and add a stamp and you’re done. You could celebrate: Mardi Gras, Chinese New Year, St. Patrick’s Day, Earth Day, Memorial Day, Flag Day, Summer Solstice, July 4, Labor Day, Columbus Day, Thanksgiving or the anniversary of your working together or their “un-birthday” (if you don’t know their actual birthday).
You can get cards from the store of course, or reinforce your professional brand with custom ones pre-printed with your name, contact information, and even a common message for each type of card you’d like to send (it’s not expensive – and we happen to have a bunch of beauties to choose from at www.aimgrouptwo.com). The simple note card – it’s an easy way to make your contact personal and memorable, and it can change your business.
