The Power of the Greeting Card 08/02/2010
Looking for a way to stand out against your competitors and peers? How often do you have a great experience as a customer but never say anything? If you are in sales, how often do you follow up with your customers? The vast majority of those who do respond when they have a great customer encounter or an experience that stands out will follow up with an email. The problem is your email probably gets lost in the ocean of emails that person receives or becomes another action item they must deal with. Also, you may never know if they actually read it and you lose the opportunity of creating a memorable experience for them. As a society we have transformed from an analog to a digital society and thus have forgotten the power of receiving a greeting card. It is one of those things in life that can have a dramatic impact on others but often gets overlooked. Andy Horner, who is the Chief Architect at Jeffrey Gitomer’s Ace of Sales describes these moments as “Greeting Card Moments”. Those moments when you catch yourself saying “I should really send a special note” but the reality is that we rarely do. Instead, we most often send a more contrite email message and the opportunity to make a real connection or a memorable experience is lost. Why do we ignore these “Greeting Card Moments?” 1. I’m too busy. 2. The special moment with the person was far more special to you. 3. He or she will ignore 75% of the 100 emails they get daily. 4. When the person promises to get in touch with you, they won't. 5. Sales occur after establishing relationships. The beauty of sending a greeting card is not only will it be a surprise when it lands in their mailbox but you can be sure it will be the only one they receive that day! You will instantly stand out in their mind as someone who cares enough to take the time to go the extra mile and create a connection that others most often overlook. Andy Horner highlights seven tips to help you capitalize on your “Greeting Card Moments:” 1. It's all about content. Your recipient will put as much thought into the card as you do. If you write a canned, two sentence "thanks," they'll roll their eyes and toss it. If you tailor a heartfelt message to the recipient with enough specifics to make it count, they'll show it around and prop it on their desk right next to the pictures of their family...for the week at least. 2. Follow this pattern: Start by reminding the recipient of the event you're writing about. "Bob, it was terrific to get to know you at ‘Cabo Fish Taco' on Friday!" Then include a casual comment. "That photo you showed me of the marlin you and your son caught was amazing! There's a big fish story you don't need to exaggerate." Continue by expressing your sentiments. "On a more serious note, I'm very grateful for this new project you've entrusted to me. Thank you for giving me this opportunity." Finally, use a traditional close like "sincerely" or "best wishes." 3. Know your recipient. For more analytical contacts, include your thoughts without a lot of fluff. If your recipient is more relational or creative, feel free to express your feelings, excitement, and emotions. 4. Add humor. Inside jokes, playful jabs, and witticisms are perfect to include right before your expression of sincerity. Humor will do more than make your recipient smile. It'll prompt them to write back with their own quip. Remember, the humor must originate from the conversation with the recipient. No random joke telling! 5. Add real value. If you're thanking a customer for a first order, substantial purchase, or referral, add a gift card. It's the guaranteed way to get a response back. 6. Send referrals. Make memorable events out of your referrals. First, make sure your referral is on board. Then send a greeting card to your customer with the referral's contact info and a note that they are expecting a call. It'll be a big win for your customer and you! 7. Personalize it. Take a photo when you're with your customer. Personalize the front of your greeting card with the photo. The worth of a personalized greeting card is 100 times that of a stock image. I challenge you today the next time you experience a “Greeting Card Moment”, don’t miss the opportunity to actually send a greeting card. Comments08/02/2010 20:30
Well put. A hard copy is classic tried and true. Email is fine, but nothing beats the it takes to jot something down and even put the postage on. Todd Davis 08/05/2010 17:27
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