In the fall of the year, we think about bringing in the harvest. This applies to our businesses as well. The seeds that we have sown over the summer are coming to fruition. We often think of this in terms of developing relationships with new prospects and then having that relationship blossom into a new customer or client. However, we often forget that it is far easier to obtain additional business from an existing customer than to develop a new one.
Part of your business plan should include a method (preferably multiple methods) for keeping your name and company in front of your current customer, client or patient. In our daily business practices this may seem like a daunting task. We try and call them and get voice mail. We have good intentions of trying again later, only to get distracted with other pressures of the day. We try emailing them, however, we know that a vast majority of emails are deleted without ever being read.
Thankfully there is the internet and several innovative ways to accomplish this task for you. In this months newsletter we will discuss a somewhat old school method of keeping your name in front of your customers. In subsequent newsletters, we will cover other more modern methods such as email campaigns (sometimes referred to as "drips"), e-books, newsletters and more.
Imagine that your customer/client could receive a personalized card in the mail from you on a regular basis. This is an old fashion card that arrives in the mail (I'm talking snail mail), hand stamped, personally addressed and has your signature inside. Is your customer a golfer or into football? This card would have a cover that reflects their area of interest. Would your client be surprised to receive a birthday or anniversary card from you? Did their name recently appear in the paper? What if you could send them a card in less than 60 seconds showing that you read about them and appreciate what they are doing? Do you think the next time they need your products/services they would give you a call?
Have you ever wondered how you could improve the number of referrals you receive from your clients? Do you agree that a referral from a satisfied customer is infinitely more valuable that simply talking to someone who does not know you or your business? What is that referral worth to you? What if every time a client referred an business associate to you, you sent them a "Thank You For Your Referral" card with a $5 gift certificate to Starbucks and a note to have a cup of coffee on you. When that referral turns into a solid sale, you send them another card with a gift certificate to Bed Bath and Beyond or Barnes and Nobles. What do you think that would do to your referral rate?
Let's take an example and see how this works in real life. Let's say you are a realtor. A lot of business is at risk of being lost to your competitors because a high percentage of your previous home buying clients (according to the National Association of Realtors) have lost contact with you and can't remember your name.
According to the National Association of Realtors, your home buying clients on average, outgrow their homes in 42 months. In other words, they're going to be moving - with you, or with your competitors.
How do you ensure that your clients think of you when it is time to make a move or when they hear of someone that is thinking of selling their home? Imagine they received a card from you 30 days after they moved to their new home. Imagine that card had a picture of their new home on the front. Their birthday roles around and there is another personalized card from you. Their son Johnny graduates from high school and you send him a card. Are you getting the idea? You are in front of them on a regular basis. How about a happy Ground Hog's day card? Use your imagination!
Now imagine that a house down the street is having an open house (even if it is not your listing). Send them a card with the house on the front and ask them if they would like to pick their neighbors? Follow this up with a phone call to see who they know that would be interested in moving into their neighborhood. They tell you their best friend across town has been thinking of moving closer to them - remember that referral system I mentioned earlier in this newsletter?
I think you are getting the idea. Is your imagination running wild on what you could do in your business to build a personal relationship with your customers? Are you also thinking, wow that would take a lot of time and money! How can I pick the cards, address them, stuff them AND remember to send the cards on time!
Now imagine there is a automated secretary that will take care of all this for you? That secretary's name is SendOutCards. This program is a perfect solution for your team. While you create cards online in as little as one minute, they print, stamp, and mail your cards for $1.04, 58 cents for a post card. You designate what card you want to send and the day you want to send it and SendOutCards remembers when to send it! You set it up once and forget it.
Tom Hopkins was a huge card sender. In three years he transformed his real estate business to 98% referrals. That is a huge testimonial to the power of the personal touch that comes from card sending.
To learn more about SendOutCards, check them out on the web at www.richandsuewhite.com or contact Sue White at 843-246-0136 for a gift account and send a card on us!
Comments(7)