Do you send handwritten seasonal greetings to your clients?
It may sound to be very simple, regular stuff. But it is surprising that still a large percentage of small businesses fail to use such an opportunity to strengthen their relationship with their clients on a personal level. And when I casually asked some of the culprits about the big problem that restricts them from acknowledging their clients, this is their surprising relevation:
- It is about time. Or shall I say (as I understand), mismanagement of time, since clients are the purpose of the business!
- Procastination. Almost every culprit claimed that he thought (I am really not sure if he is being truthful), but kept procastination and in no time the festive season was over.
But, if you are doing this, you are missing out on a great opportunity to make a personal contact with the "core of your business (i.e. your clients)" and saying them "Thank you" for the business they have given you. Not only it makes them feel special, it keeps you on top of their mind at all times, which can lead to more word-of-mouth and references.
But, its never late.
I will recommend that you:
- Plan out a small budget and some time for your special customers. BTW, if you can do it for all your customers, then go ahead and do it.
- Create a mailing list of all customers whom you wish to delight. Sign greeting cards personally. Do it much before the festive season (so that you do not forget this due to the big conference). Despatch them at the right time (or else have someone responsible for sending over these greetings on time).
- If your budget permits to spend 0.25% – 0.50% (I generally do spend this much) of your annual turnover, do send over seasonal gifts, sweets and wine to your special customers! You do not need to buy something very expensive. Just get across something special, which makes the day for your client and his family.
It makes your clients feel special and they remember you more often. And if they remember you more often, you get more business. Because timely recall and top-of-the-mind position will be the difference between you getting a deal over your competitor when the credentials, pricing and quality of service / product stands neck-to-neck.