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We recently suggested a proven inexpensive sales technique to our sales training clients in Vancouver, Calgary and Edmonton. As it has application for all Professional Salespeople, we wanted to share it with our readers. Years ago, before email, it was common for Salespeople to send their clients handwritten thank-you cards. While the practice of sending mail might seem dated in light of current technology, here’s why such an easy, inexpensive gesture has returned to make such a big impact.
A visit to your home mailbox most often brings you two things – junk mail and bills. We all quickly sort through the flyers and envelopes in search of something that might stand out as being different – something worthy of our attention.
At the office, decision makers rarely even receive mail anymore. Perhaps, it might be a magazine subscription or some form of B2B junk mail.
When an envelope arrives with your name and address handwritten – it quickly becomes the center of your attention. Most of us are compelled to open it immediately due to our curiosity. We say to ourselves – Who would be sending me a letter? The handwriting is the obvious sign that it is not a piece of corporate communication. This is a note from someone I personally know – someone who actually took the time in his or her busy day to acknowledge that I exist and am important to them.
All smart Professional Salespeople know the power of making great impressions. They build anticipation – a key component in client engagement.
We rip it open, almost as if it were a Christmas present. This is a simple card with a stamp on it. No massive cost incurred here.
Your client quickly finds that you have sent him or her a thank-you card in your own handwriting. The short message within has a powerful impact. You sign your name to complete the gesture. “Well, that was a nice surprise” tends to be the thought and sentiment in response.
I have always trained Salespeople to do the little things that your client does not expect. Your competitors and your company are focused on making sure the big things are accomplished. This gives you the opportunity of creating a unique personal brand and identity for yourself – a reason to do business with you. That’s the first purchase that needs to be made before your product or service is even considered.
A handwritten thank-you card is also great for co-workers who are also responsible for the customer experience. While everyone is expected to do their job well, extraordinary efforts recognized by you go a long way for internal relationships.
The true definition of client service is doing something that is not required or expected.
The true value-add your client appreciates is the relationship he or she has with you.
The true product is the experience of buying the product.
The most valued benefit you can offer your client is knowledge and education through expertise.
The best product you can offer your clients is your integrity, sincerity and character.
It would be very difficult for a decision maker to say no that kind of Professional Salesperson.
What do you do for your clients that makes them want to do business with you? Let us know in comments section below. If you liked this post, share it on your favorite social media platform.
Thanks for reading!
Dave Warawa – PROSALESGUY
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PROSALESGUY TRAINING offers Keynote speaking, Group Sales Training, Individual Sales Training, Sales Management Mentoring and Consultation, and Business Consulting Services in Victoria, Vancouver, Edmonton and Calgary. Training can be done on site or via web conferencing.