Yesterday my spam filter caught 6 holiday e-cards. This morning it caught 11. I understand companies are looking for ways to cut costs. I get that people don’t necessarily have time to sign a few hundred cards. However, if you think your e-greeting has the same effect as a paper card, I’m sorry but it does not.
The general reason to send holiday greetings is to say hi, I’m thinking of you during this festive season and I wish you and your family the best. Business reasons to send holiday greetings, along with the above, are to keep you and your company name in front of the customer, to make them feel special and to add a personal touch to a professional relationship. But an e-card doesn’t do this, especially if it comes into an inbox along with a lot of other greetings.
First of all, it being caught in a spam filter makes me treat it as bulk mail. I don’t feel special getting a “Happy Holidays” email blast. It’s not personal. It doesn’t remind me of your service/product. In fact, your e-card does not make me feel like anything other than a name on your email list. At least with a paper card I’m going to open it, read it and probably put it on display in my office. If you personally signed it I’m going to appreciate the extra effort.
I’m not saying you must do paper cards, but I am saying if you are going to acknowledge the holidays, do something that won’t get filed as spam. For instance, start right after Thanksgiving and send a personal email to 10 of your contacts each day welcoming the holiday season. Thank them for their business (make this specific) and mention a way you will follow-up in the new year (lunch maybe, etc.). And don’t title it Happy Holidays!
Posted in Business, marketing, mid level professionals, personal branding, Towanda Long
Tagged business follow-up, customer relationships, experience marketing, holiday e-card, marketing, small business marketing, Towanda Long
Here are a few reasons why small businesses should embrace their size and not feel pressure to stretch the truth or their size:
You have an expertise. Instead of building a long list of product/service offerings, focus on your strongest capabilities. Build your business on these, and you limit the risk of mistakes, which can damage your brand image.
This will also help you focus your brand and corner your niche.
Red tape is non-existent. A great asset is there is little room for bureaucracy. Instead of dealing with an automated service, boilerplate answers and inflexible rules, your customers get to deal with a person. Trust me, that’s invaluable.
There is no “bait and switch”. How many times have you been pitched by the VP or another high-level executive at a company, only to find out you will never work with that person? Instead, you will be working with a junior team that is nowhere near the initial meeting.
Yes, this junior team may be capable, but it doesn’t matter because you’ve built a report with the initial pitch team. Eliminating the bait and switch puts you at an advantage and sets the tone for an honest work relationship.
Your business is flexible. Most small businesses are nimble by design. Can you meet or complete projects at unconventional times? Do you have a unique way to work (special worksheets, work plans, etc.)? Make sure your clients know about it.
Here are three ways you benefit from talking to your customers regularly:
Things mentioned in casual conversation may spark a great value-add opportunity. This opportunity can be a service that you offer and your client forgot or never knew you provided. It can also be an opportunity for you to offer a referral. It may even highlight a new service that you could provide with little or no effort, but that may be a lifesaver for your customer.
Your conversations can serve as informal research. You can learn everything from true competitor pricing (not what’s posted on a website) to industry news (how it’s really affecting them) to stereotypes and/or urban legends that you may need to address.
You may learn of other places to reach your target market. For instance, regional events and hobbies are a great way to connect with your customers. Unfortunately it is difficult to figure out which regional events are worth a second look without some insider information. And you may never know that your customer loves bird-watching unless he mentions an upcoming trip in a conversation.
Unprofessional materials. This includes everything from business cards on the wrong paper stock to brochures printed on regular copier paper to poorly designed websites. With so many affordable options there really is no excuse.
Typos. It will get your resume filed in the trash and it will do the same for your business’ reputation. Hire a proofreader, or at the least get an English-savvy friend to review your writing.
Poor phone etiquette. No one wants to call a business and here “Hello.” Maybe “Hello, thank you for calling…”, but not just “Hello.” And we especially don’t want to hear your child answer the phone. If you are running a home-based business, invest in distinguished ring. It’s only a couple of dollars and when the phone rings you’ll know it’s a business call. Plus, you can train your kids not to answer the double ring.
Inconsistent message. If your messaging is based on newly designed technology, your CEO should not show up to the pitch meeting with a mobile phone circa 1988.
Disregard the customer experience. Your excellent product will not bring loyal customers if the person that answers the phone is rude, orders arrive late or people don’t feel appreciated. A great experience is just as important as a great product.
Towanda Long aka mscafe