It is December now with the holidays quickly approaching. In the business world, this means closing out the year or quarter, budgeting, or trying to close that last deal.
In the business to business world it also means recognizing clients, maybe a card here or a bottle of wine there, but it also represents one of the best opportunities to reach out to those you’ve done business with or wish to do business with. Most importantly, it is a way to acknowledge or communicate with a client in a way that transcends the ordinary “I want something” voicemail or email.
If you’re in B2B sales, then you’re in the people business. If you ask most sales people “what business are you in”, they typically respond, “I’m in the technology business” or “I’m in the aerospace industry”, but they would be wrong. First and foremost, they are all in the relationship business.
Business relationships are most enjoyable (and productive) when the relationship encompasses more than just the act of transacting a sale. A good business relationship is based on trust, commitment, and an un-wavering belief by the client that their sales representative cares more about them than just making the sale.
Nurturing and maintaining a good business relationship goes beyond a thank you letter here or a celebratory lunch or dinner there.
This brings me to the digital season’s greeting cards, of which I have received three so far this year and counting.
What are you really saying to someone with this click of your mouse?
I’ll tell you.
1) You’re saying that they didn’t deserve much effort.
2) You’re telling them you’ve done the same thing for every Dick, Tom and Harry.
3) You’re sending a clear and concise message that they are not unique to you in any way.
4) You’re telling them they are not a very important client.
And all this, best of all, is if your e-card even gets opened.
Greeting cards, or any mode of communication, meant to convey appreciation needs at the very least, to show some effort beyond the click of a button. It’s very easy to become drunk on technology and buy into all the digital industry would have us use. Problem is; many of those benefits are simply not valid.
No client needs to be the crispiest carrot in the bunch to understand consciously or unconsciously that receiving an electronic greeting card is that many degrees of separation away from spam.
Here’s what you can do.
1) Buy a card and an envelope.
2) Buy a postage stamp. (yes, snail mail)
3) Buy a nice pen or marker.
4) On the card, at the very least, sign each one.
5) On the envelope, apply the stamp.
6) Find a mail box and deposit the letter.
You’ve now invested in a card and stamp and most importantly, demonstrated some effort.
There are many other ways to communicate with a client, especially a valued client, which have nothing to do with your product or service.
Finally, if someone is important to you, and you want to be important to them, then at the very least, make the effort and show that you care.