I love the holidays. It’s a wonderful time of year when we always wish other people well with a hearty “Happy Holidays” or “Happy New Year”. Business people send a lot of greeting cards through the mail or now increasingly through email. What I don’t get is why some people bother to send me cards at all.
Don’t get me wrong, I love getting this type of mail, but how does it make sense that the only time I hear from some business associates is in December through a holiday card?
Business is about establishing trustful relationships over a long period of time. This is how every business gets new customers and referrals. How can I develop a relationship if you only contact me through the obligatory mass mailing holiday card activity (or maybe a “Happy Birthday” greeting after they have been notified by Facebook)? It’s nice that I am still on your mailing list from 5 years ago, but this is not what I had in mind when we met.
If you want to form a relationship where we have either a possibility to do business together or increase the likelihood of me referring your company, do this:
1. Mark on your calendar at least two other times of the year that you will reach out and contact me. This can be through email, phone call or short note. Realize that address labels can be printed other times of the year besides December. Mention something I might find valuable as a resource for my business and I will remember you.
2. If you have to send me a holiday card, make it at Thanksgiving. There is a lot less competition for my attention and the holiday is very much in line with thanking others around your business.
3. If you do send me a “Happy Holiday” card in December, at least write my name inside the card. Printing out an address label and having someone stick it on an envelope does not help build a relationship with me. Take that one extra step and go to my company web site to try to find something for a bit of personalization.
If you are not willing to at least do this, then forget about me next year. Take me off your list. You will make more profit for your business by saving the cost of the stamp.
