Sunday, May 30, 2010

Greeting Cards Can Get You Referrals

I just completed reading, "The Millionaire Real Estate Agent" by Gary Keller. This was a fantastic read for any one in business. He recommends for his sales staff a systematic marketing and prospecting technique which will ensure year-round contact with clients and prospects. In his "33 Touch" program he suggests the usage of the greeting card (page 147). He recommends "8" touches a year with "thank you" or "thinking of you" cards, "2" touches a year with birthday cards directed to husband and wives,and "1" touch a year with Mother and Father's Days cards. Moreover he suggests holiday cards and recipe cards as a key avenue to stay in touch with clients. I think Gary is quite astute in that the unexpected greeting card is probably the most potent interpersonal relationship tool on this planet. If you want to be remembered in a positive way and touch the heart-strings of your clients the greeting card through the mails has the most potent effect. Forget about the e-cards, they are literally not opened and often discarded readily if they are. And think about it if you can send out greeting cards that are personalized, automated systematically to the frequency that you want and are cheap and easy to send in the mail, wouldn't that make a difference in your business? You can boost customer loyalty and dramatically increase your referrals at the same time.

Obviously for anyone in the business community and especially in sales business is all about building relationships with your clients and prospects. Getting them to send you referrals. Getting them to think good thoughts about you. One really powerful way to do that which most people don't do is to send out personalized handwritten greeting cards to show people how much they really care. A lot of people will market to and sell to others, but the act of sending a card to show someone you really care goes a long way in having people relate to you more and feel much better about you. It places you in the minds of your customer in a very positive way. It says that you are really on your game and care about your customers. Appreciation is much stronger in the long run than self-promotion.

There are many reasons why a systematic greeting card campaign can dramatically increase referrals for your business.

1. It will make you stand out from the competition
2. It will create Raving Fans and customers for life.
3. It will eliminate pricing objections.
4. Gain your customer's trust.
5. Ensure that your customers always call you first.
6. Double your current level of referrals.
7. Identify and develop Key Referral Sources.
8. Create Reciprocal Referral Partnerships
9. Automate your greeting cards the year round to stay in front of your clients and prospects.
10. Systematize and automate your marketing machine.

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